TFWA Market Watch: China

China’s consumer landscape is evolving, shaped by generational shifts, digital acceleration, and changing consumer priorities. Generation Z, immersed in a mobile-first world, seeks seamless digital experiences and hyper-personalization. Millennials prioritize brand authenticity and social influence, while Generation X remains loyal to heritage brands and traditional retail settings. Understanding these nuances is critical for businesses looking to capture the attention of China’s diverse and rapidly evolving traveller base.

As one of the world’s largest travel markets regains momentum, brands and retailers must rethink their approach to engaging the traveling Chinese consumers. With digital ecosystems evolving and competition intensifying, understanding these shifts is essential in this high-stakes market. The session will hear from China Tourism Group Duty Free Corporation Limited Vice President Michelle Sun; Jingzhi Media Group Founder and CEO Charlie Gu; and the Co-founder and CEO of Yaok Group and Dean of Yaok Institute Dr Tina Zhou

The workshop will be moderated by Hannah Gao, Chief China Representative, TFWA.