6 Gen Z trends in China marketers should take note of in 2024

2023 saw the rise of Gen Z as the most populous generation, representing 32.1% of the population and taking over the consumer market, according to the 2021 World Economic Forum titled How Gen Z Employment Levels Compare in OECD Countries. While in China, the Gen Z population has continuously grown from 2018 to 2022, with a growth rate of over 8.5%, data from Chinese analytics firm QuestMobile reveals. 

In the wake of the pandemic, Gen Zs globally have experienced a transformation in their consumer mindset and behaviours. As with many cultural trends – the global rhythms and desires of Gen Z often begin in Asia: where consumers lean into both brand and technology experiences.

How should marketers adapt their marketing strategies to connect with this dynamic demographic? Let's take a look at the six key trends among Gen Z in China laid out by Dentsu's report "Unlocking Gen Z 2024: a multi-dimensional generation”.

The report explores how the youth of today are opting for a 45° lifestyle with many people deciding to either be career-driven or take a break. Striking a harmonious balance between personal satisfaction and career aspirations, Gen Zs are prioritising spiritual growth as a practical solution for the future.

From their perspective, when short on time and funds, a budget-friendly train journey and a joyful day could offer a refreshing breather from the challenges in their lives.

1. Honouring traditional Chinese trends and cheesy content

Gen Z's culture is a greater reflection of the past. With the pandemic gone, a feeling of nostalgia has arisen bringing back cultural trends from long ago, using traditional Chinese culture, local customs, youthful imagination and retro elements to create a world that is enriched with a steady and authentic feeling of joy from former recollections.

Old fashioned content was once the favourite of the older generation, but now nostalgic youth culture has made it trendy. The coconut Palm brand, well known for its distinctive cheesy brand style, also attracted the attention of the younger crowd, obtaining 370k followers in hust 10 livestreams.

Nowadays, Gen Z chooses to be distinctively unattractive rather than conforming to conventional beauty, as young people are often fascinated by unconventional and strong yet seemingly unattractive aesthetics. Taobao's Ugly Stuff of the Year Contest 2023 was hyped up by 5 million users, while the number of people who searched for "ugly stuff" increased by 900%. The least attractive things bring the simplest joy to young people.

On Xiaohongshu, posts related to “new Chinese style” totalled 8.33 million, with Chinese decoration, dress and makeup setting the new fashion trend, while Taobao witnessed an increase of 380% or more in searches for “new Chinese style” in 2022. Moreover, Gen Zs are trying to forget the economic recession and the pandemic’s struggles by imitating the fashion of the millennial era and the positivity that the Y2K style stands for. 

Opting for vivid, intensely bright tones of candy colours, “dopamine”(多巴胺) and “Y2K” have sparked 4.6 million conversations on Xiaohongshu, with a remarkable one billion views recorded. The K-pop group NewJeans, with its signature Y2K style, has also amassed a huge fan base of hundreds of millions worldwide.  

2.Tending to live a fulfilling life

Rising above the culture of competition, Gen Z embrace the concept of leading a normal life - neither "lying flat" nor striving to be the best, but rather living a simple, content life and appreciating the joys of everyday living.

Post-COVID, the dominant factor influencing Gen Z actions are their emotions, much like the rest of the population. Having overcome their inner conflicts, they have left behind their illusions and begun to scrutinise the world with a more astute perspective. They crave for heartfelt reactions internally, and outwardly, they demonstrate their most fearless responses.

Also, 2023 has witnessed a rise in train travel among college students on weekends, turning some small cities into bustling tourist hubs. Zibo (淄博), for instance, rose to fame as a popular BBQ spot throughout China, with its related short videos amassing 180 million views. The 2023 Youth’s Travel Report reveals that 71.1% of young adults had secured their travel plans by the start of 2023. On average, they anticipate making three trips that will last 17 days each. 

3. Embracing AI 

AI has been a game-changing force for the lifestyle of Gen Z. Acknowledging the significance of the new tech code in the lives of young people is essential for brands to effectively reach and engage with them.

As the frontrunners of AI innovation, GenZ also uses AI to redefine the way they experience entertainment. The AI renaissance and anthropomorphic interactions are at the forefront, as seen through the success of singer Stefanie Sun’s (孫燕姿) AI-rendered performances, which have garnered over 10 million views on Bilibili. 

In terms of gaming, AI-driven characters in online game Justice Online (逆水寒), proved to be a major draw for the public beta test, with one million players jumping in within 10 minutes and contributing to a total revenue of US$3.6 million in two days. 

Furthermore, the ever-growing technologies coupled with the variety of online socialising options have presented Gen Z with platforms to gather, interact, reclaim community identity and make connections. Gen Z has adopted a new approach to fulfilling their psychological and emotional needs by engaging in activities within the comfort of their homes. Statistics reveal that 83.6% of GenZ users are socially active, with a considerable 70% in China showing a strong desire to broaden their social connections through digital platforms. 

4. Adopting hybrid entertainment

The entertainment world is characterised by young people's ability to seamlessly integrate diverse forms of entertainment and cultural traditions. Gen Z aims to break the barriers across communities and bring people together to create moments of joy for all.

Known for its captivating blend of magic, fantasy, humour and a touch of sci-fi and romance, Japanese manga has maintained its popularity over the years. Its strict grading system and diverse storylines have also contributed to an increase in the market for value-added products. Among the beloved series of Gen Z’s childhood are Astro Boy and Detective Conan, also the latest buzz-worthy releases of 2023: Oshi no Ko, Blue Lock and Frieren: Beyond Journey’s End.

For Gen Z. eSports is the go-to sport. The number of eSports enthusiasts in China soared to 504 million by 2022, with a majority (74.8%) falling under the age of 30. This underscores the role of youth in the world of eSports. 

Beyond participating, eSports also offers the thrill of observing others’ battles for many, without the need for hands-on involvement, techniques or equipment. Notably, the eSports community in China shows a high propensity for spending, with 87% of its users making eSports-related purchases within the last year. 

5. Pursuing new social identity

The zeitgeist of Gen Z is reflected in their character, thoughts, and pursuits. Their desire for uniqueness drives a strong demand for personalised, diverse, and contemporary social experiences. Their focus on spiritual fulfilment rather than material gratification has a ripple effect on the behaviours and values of future generations.

Gen Z’s social identity is defined by their nicknames, personas, MBTI types and platforms. When they first meet, they immediately exchange their names and ages but also go a step further by sharing their social identity, including their MBTI, horoscope and Bazi. 

These factors even play a role in their job hunting and relationships. Understanding their true nature is of great importance to Gen Z. Through the lens of these social identities, they evaluate and understand themselves and their surroundings, enabling them to connect with a community that best reflects their values. 

6. Engaging in purposeful consumption

With the slowdown in consumption, the value-driven mindset of Gen Z leads them to prioritise the product itself when making purchasing decisions. The pursuit of true emotional satisfaction drives them to break away from the chaos and hustle of life, and instead centre on their own well-being and meaningful life endeavours. 

Gen Z's outlook on the world has been reshaped by the pandemic, pushing them to confront inconsistencies and uncertainties in a diverse manner, leading to a shift in their consumer mindset. 

Today, confidence in culture, emotional value, cutting-edge technology integration, entertainment influence, social influence, and excellent value for money can all be the key drivers behind the buying decisions of young people. 

Chris Chen, chief creative officer of Dentsu Creative China and the initiator of dentsu Z team, said: “We believe that brands who can understand and resonate with Gen Z through these future trends will find success in the youth consumer market and beyond. We are excited to collaborate with marketers in creating ideas that truly resonate with Gen Z while establishing a meaningful connection between them and brands/platforms.”

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