This year, Chinese consumers have proven to be some of the most eco-conscious in the world, ranking among the top three globally for sustainability. This shift is driving big changes especially in the furniture industry, where more people are choosing stylish, sustainable pieces made from responsibly sourced materials.

Fashion is no exception. Driven by Gen Z and younger millennials, the second-hand luxury market has experienced remarkable growth, climbing from $8 billion in 2020 to a projected $30 billion by 2025. But for these shoppers, particularly those in their early 20s, buying pre-owned handbags, shoes, and leather goods isn’t just a practical choice—it’s a lifestyle move that blends self-expression and mindful consumption with a deliberate effort to leave a lighter footprint on the planet. As sustainability becomes the heartbeat of brand loyalty, businesses in 2025 face a clear imperative: to champion eco-driven initiatives or risk being left behind.

Cultural awareness took center stage in 2024, shaping consumer behaviour and promising to redefine trends even further in 2025. This shift began with guochao, which fused tradition and modernity to reignite Chinese pride. Initially centered on reimagined aesthetics for broad appeal, it has now deepened into feiyi, a movement that celebrates intangible cultural heritage with an emphasis on authenticity. Unlike guochao, feiyi doesn’t just modernize traditions; it preserves and elevates ancient crafts by seamlessly integrating them into contemporary life.

This cultural renaissance has sparked creativity across industries throughout the year. The revival of traditional Chinese aesthetics has revolutionized high-end home decor, giving birth to the “New Chinese Style”—a design language where timeless motifs like lotus flowers merge with modern materials like metal and glass. This blend of heritage and innovation is set to dominate interior design trends well into 2025.

Amplified by platforms like Xiaohongshu, feiyi has also become a social media phenomenon. Luxury brands have embraced this movement, with Loewe’s jade-inspired creations honoring artisanal heritage and Louis Vuitton’s Mid-Autumn Festival sets bringing Chinese folklore to life. Even travel is being redefined: Chinese tourists are shifting from “daka” trips—focused on snapping photos at trendy spots—to immersive cultural journeys that prioritize meaningful connections with local traditions.

Health consciousness has firmly established itself as a defining trend among Chinese consumers in 2024 and shows no signs of slowing down in the years to come. The surge in demand for plant-based alternatives is a clear sign of such a trend: dairy-free options like soy, almond, and coconut milk are becoming staples for those seeking healthier choices. The market for milk substitutes in China was worth nearly $10 billion in 2024 and it is expected to grow by over 4% each year until 2029. But this preference extends beyond diets: the beauty industry is embracing plant-based formulations drawing inspiration from Traditional Chinese Medicine (TCM).

The health-conscious mindset is also transforming luxury travel: affluent Chinese consumers are seeking retreats that prioritize physical, mental, and emotional balance, shifting away from indulgence for its own sake. Wellness travel—whether through tranquil spa escapes or scenic retreats—is no longer niche; today it’s a cornerstone of the luxury market.

Is China ready for plus-size fashion? All signs in 2024 point to yes. The market reached 20% of global sales last year and is now accelerating its growth. Domestic leaders like Neiwai and Plusmall are redefining style with inclusive designs, while international brands are crafting “fusion fits” to suit local body types.

What sets China apart is its unique approach to body acceptance: instead of Western-style “body positivity,” campaigns focus on “body neutrality,” using relatable messages like “refusing figure anxiety” to connect with consumers.

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Is male makeup finally normalized?
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Funnily enough, while the plus-size fashion market in China seeks to challenge “appearance anxiety”, this same phenomenon is fueling the explosive growth of the male beauty market, which has risen from 14.5 billion RMB ($2 billion) in 2018 to over 20 billion RMB ($2.8 billion) in 2023. These numbers paint a vivid picture of a cultural revolution in China where evolving beauty standards are breaking boundaries, and men are confidently embracing skincare and makeup as tools for self-expression.

This demand stems from various cultural and social shifts, including the rise of idol culture, singlehood, and disposable income among men aged 20 to 49, a demographic that vastly outnumbers women in the same age group. Products like “date-ready” makeup and skincare treatments such as hyaluronic acid boosters and LED light therapies are increasingly sought after by men aiming to achieve a youthful and polished look. The male beauty market is not a passing trend, but it’s shaping up to be one of 2025’s biggest opportunities that overseas businesses should not miss.

Crossing industries from furniture to beauty, these trends are a testament to the rapid pace of change in today’s market. In 2025, only the boldest businesses will take these movements as a call to action and turn them into unparalleled opportunities.

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