Whilst brand collaborations can be a rewarding practice for generating digital sensation, as Chinese liquor giant Maotai has found out, they don't come without precautions and the possibility of short-lived consumer enthusiasm.
Dubbed China's 'Lipstick King', Li Jiaqi (Austin Li) has been no stranger to controversy. After issuing a tearful apology for mocking his fans who could not afford his products on Chinese live-streaming platforms in September, and #EyebrowPencilGate since, have his actions changed the perception of C-beauty forever?
Self-satisfaction rules the roost when it comes to the new generation of Chinese consumers. Exercising more rationale and balance in their consumption journeys, they're not only shifting their own focus, but also challenging brands to demonstrate a deeper understanding of their needs than ever before.
From Miu Miu's collaboration with an 85-year-old actress to a fashion blogger on Xiaohongshu sharing lifestyle for Lululemon, grandfluencers are helping brands redefine 'youth' and break stereotyped generational gaps in China.
Women-focused comic and manga content are center stage on Chinese social media platforms, redefining storytelling and reshaping the narrative. Of course, if a trend captivates the audience, brands can't be far behind.