Lilian Li

Young Chinese increasingly ask, 'Why get married, or even bother dating?'

Marketers hoping to build engagement among young people in China need to be aware of a seismic shift in their attitude toward engagements, according to a strategist from Yuzu Kyodai.

Shifting sands: Masculinity in China

There's a growing tension in China between the freedom men are allowed in their physical appearance and a more restrictive view of what masculinity means. Brands could go much further in exploring this space, according to two strategists from Yuzu Kyodai.