The ‘Return of the Real’: Cultural and content trends in China's maturing new normality

Kantar Consulting

The most apparent manifestation in the ongoing pandemic in China was that all trends evolve around an emphasis on humanism, authenticity and realism.
  • Although technology has been and will continue to be instrumental – in general and during lockdown – ideas around what defines and celebrates the human condition become prioritised.
  • The emergent branding spaces to inspire post-pandemic strategies are: mental vibrancy, everyday celebrations, agents of care and sanitised design.
  • Examples like HeyTea associating its Chinese name with joy is a gesture of blending brand character with social wellbeing....

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