Is New Year's Eve an underappreciated opportunity for reaching China's Gen Z?

A report from Tencent QQ Ads sheds light on what Chinese Gen-Z consumers talked about during the Singles Day period.

While Alibaba intends to make an early Christmas shopping event out of its massive Singles Day shopping bonanza on November 11, social listening shows that young Chinese consumers seem as interested in New Year's Eve. 

According to a Tencent QQ report on social-media trends among the Chinese 'post-95s' generation during the run-up to Double 11, the New Year's Eve holiday began showing signs of trending on QQ platforms in October, and spiked briefly...

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