Why Gen Z in China is Embracing Traditional Culture & What It Means for Brands
At Hub of China, we specialize in market research in China, uncovering deep consumer insights that help brands navigate the evolving landscape of one of the world’s most dynamic markets. One of the most significant trends shaping the market research industry in China today is the growing interest of Gen Z consumers in traditional culture. While this digital-savvy generation is often associated with tech-driven trends, our research reveals a surprising shift: a renewed enthusiasm for heritage, authenticity, and cultural revival.
The Shift Towards Tradition: A Market Insight
Our market research agency in China has observed a sharp increase in the demand for heritage tourism, handcrafted products, and experiences rooted in Chinese history. During Chinese New Year 2025, market research firms in China tracked a surge in visits to historical sites, folk villages, and cultural festivals. Unlike older generations who grew up with these traditions, Gen Z is rediscovering them on their own terms, blending history with modernity.
This movement is not just nostalgia; it’s a response to digital fatigue. While Gen Z is deeply engaged with platforms like Douyin, Xiaohongshu, and WeChat Channels, many young consumers express a craving for authentic offline experiences. They are turning to calligraphy workshops, tea ceremonies, and traditional craft-making to connect with their cultural identity. Our market research in China indicates that brands tapping into this trend can forge stronger emotional connections with younger audiences.
Cultural Revival Meets Consumer Behavior
At Hub of China, we provide businesses with data-driven insights to understand how this cultural shift impacts market trends in China. Our findings suggest that:
- Luxury & Fashion: Streetwear brands and luxury labels are incorporating Hanfu-inspired designs, Ming dynasty motifs, and embroidered patterns to cater to this cultural resurgence.
- Food & Beverage: Tea houses and cafes are reviving centuries-old brewing techniques, but marketing them in a way that resonates with Gen Z’s visual and social media preferences.
- Travel & Experiences: Intangible cultural heritage tourism is booming. According to our China market research, searches for this type of travel increased by 40% year-on-year.
What This Means for Brands Entering the Chinese Market
For businesses looking to succeed in China, the key takeaway is clear embracing tradition can be a competitive advantage. However, this requires a nuanced understanding of consumer motivations, which is where top market research companies in China come in.
At Hub of China, we help brands leverage this trend by offering services such as:
1. Focus Groups in China
Our market research company in China conducts focus groups in China, providing brands with real-time insights into consumer behavior. By engaging directly with Gen Z consumers, we help businesses craft culturally relevant marketing strategies.
2. In-Depth Market Research in China
With expertise in consumer segmentation, trend analysis, and product positioning, our market research agency in China delivers actionable data that enables businesses to align with shifting consumer preferences.
3. Cultural Insights & Brand Positioning
Understanding Gen Z’s connection to tradition allows brands to create campaigns that feel authentic and immersive. From experiential marketing to product innovation, our team helps companies integrate cultural storytelling into their brand narratives.
The Role of a Market Research Agency in China
The market research industry in China is evolving rapidly, and businesses must stay ahead by conducting market research in China that reflects emerging cultural and consumer trends. At Hub of China, we pride ourselves on being one of the best market research companies in China, offering:
- Qualitative & Quantitative Research
- Consumer Sentiment Analysis
- Brand Perception Studies
- Competitor Benchmarking
Future Outlook: The Long-Term Impact of Cultural Revival
As China moves into a new era of consumer culture, the blending of traditional heritage with modern consumerism will continue to shape brand strategies. Companies that recognize and integrate this shift into their marketing and product development efforts will have a distinct advantage.
If your brand is looking to navigate the Chinese market with data-driven insights and cultural intelligence, Hub of China is your trusted market research agency in China.
Let’s Build Your China Market Strategy
Looking for expert guidance in understanding China’s evolving consumer landscape? Partner with Hub of China, a leading market research company in China, to gain unparalleled insights into this transformative market. Contact us today to learn how we can help you succeed!