by David | Nov 19, 2025 | Hub of China
KOLs still matter in China, but the way they are used has shifted. KOLs are most effectively used when their value is no longer about reaching as many people as possible. Instead, they play a role earlier and deeper in the decision process. In our recent fieldwork, we...
by David | Nov 17, 2025 | Hub of China
Our workshops and focus group work across cities, including Shanghai, Chengdu, and Ningbo, suggest that the rules of winning in China are changing again. Price war, stamina, and mass visibility are no longer the defining advantages. In 2025, success depends on whether...
by David | Nov 3, 2025 | Hub of China, Market Research
Plant-based beverages have been available in China for years, but in 2025, they are shifting from niche substitutes to everyday choices. Soy milk has long been part of traditional diets, yet newer options-oat, almond, coconut, and pea-are finding space in cafés,...
by David | Oct 13, 2025 | Hub of China
In 2025, Travel as Emotional Renewal has become a new mindset for many Chinese travellers. People are no longer just checking off destinations from a list; they’re looking for experiences that make them feel something deeper. Research from the Hub of China shows that...
by David | Oct 3, 2025 | Hub of China
What’s changing In 2025, the choices of food and drinks in China will focus less on novelty and more on comfort, nostalgia, and wellness. Consumers want products that ground them in daily life. Hub of China research shows people now see eating and drinking as small...
by David | Sep 5, 2025 | Hub of China
Lifestyle Trends on Douyin and Why Brands Hire Chinese Influencers In the first part of this series, we explored how micro-influencers on Xiaohongshu helped beauty brands like Perfect Diary build credibility and momentum. But micro-influencers aren’t just reshaping...
