Chinese millennials, born in the 80s and 90s, are now hitting prime consumption age. Described as educated, open-minded and tech-savvy, millennials make up 31% of China’s total population, representing about 400 million consumers. By 2025, millennials will make up about three-quarters of the working population in China. With an average annual income of US $52,000 […]

China’s toy market is experiencing a booming year with an overall growth rate of 35%, and it is expected to break through 150 billion RMB (23.56 billion USD) by 2025. Gen Z consumers are buying and collecting designer toys in more diverse styles and forms than ever before, and Pop mart’s “blind box” is no

One of the most popular buzzwords in China these days is “neijuan” (内卷). Often translated as “involution”, it matches Western ideas of the rat race, burnout and diminishing returns, when putting more into something only results in getting less back. In China, it’s being used to describe situations where there’s unnecessary and excessive competition in