Get the Scoop! Use the "China Keyword Chart" to Gain a Bird's-Eye View of Today's China

Dentsu Inc. Global Business Center has developed the 'China Keyword Chart 2022' report to capture China's rapid changes and provide an overview of doing business in China in 2022. We provide this report to our clients.

This article introduces several keywords selected from over 100 we've picked up from China's trends, buzzwords, search rankings, and more. We delve into insights to help you consider marketing in the Chinese market.

<Table of Contents>

1: Accelerating Change Toward 2049, a Major Milestone: China's Vision for the "Next Centennial"
▼ The Rise of Local Brands Developing Products Aligned with Unique Chinese Culture

2: The "Chinese Version of Yutori Education" Symbolizing Society's Desire for Relaxation and Healing
▼ The Mood Among Some Consumers: "Wanting to Live Slowly and Leisurely"
▼Child-related industries gaining further attention with the promotion of the "three-child policy"

3 : Revenge spending post-pandemic, new forms of travel
▼Diversifying leisure industries as a form of revenge spending

4 : Government and private sector jointly advancing carbon neutrality as a "top priority"
▼Carbon neutrality initiatives also prioritized in the e-commerce industry

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1: Accelerating Change Toward 2049, a Major Milestone: China's Vision for the "Next Centenary"

Having celebrated the 100th anniversary of the Chinese Communist Party in 2021 and hosted the "Beijing 2022 Winter Olympics" in 2022, China now looks toward the "Two Centenary Goals" (Liangge Bai Nian). The first 100-year goal, achieved by the 100th anniversary of the CPC's founding in 2021, was to build a moderately prosperous society, doubling both GDP and the income of urban and rural residents compared to 2010 levels. This achievement was declared at the Party Congress.

The next 100 years, with the 100th anniversary of the founding of the People's Republic of China in 2049 as a milestone, aims to realize a new China as a modern socialist country that is prosperous, strong, democratic, civilized, and harmonious. This goal fosters patriotic education, cultivating a sense of unity and determination for China's continued growth.

When considering marketing in China, it is crucial to monitor the Chinese government's future policies and directives.

The rise of local brands developing products tailored to China's unique culture

As centripetal forces toward the government strengthen toward 2049, people's consumption styles are also forming new trends.

Among Generation Z , "Guochao" (national trend), meaning Chinese local brands, is experiencing an unprecedented boom. This is driven by China's rapid economic development, shifting from "Made in China" to "Created by China," and Chinese brands evolving from "cost-performance focus" to "quality focus."

In fashion, sportswear brands like Anta Sports and Li-Ning, which prominently feature Chinese colors, are gaining strong support from Gen Z. In cosmetics, brands like Florasis, which skillfully incorporate traditional Chinese carvings, patterns, and ethnic minority motifs, are popular. These "domestic products" with Chinese-inspired tastes and designs are resonating strongly.

For branding targeting trend-sensitive, patriotic Gen Z, success hinges on satisfying both commercial viability (products that resonate with target needs) and patriotism (elements that boost cultural confidence in their homeland).

2: The societal trend seeking relaxation and healing, symbolized by "China's version of relaxed education"

In 2021, the government issued the "Double Reduction Policy" (Shuangjian). This policy, often described as China's version of "relaxed education," aims to effectively reduce excessive homework and the burden of extracurricular training for students in compulsory education. It significantly impacted the education industry, including cram schools, through regulations.

This trend of "seeking relaxation" seemed to reflect not only government policy but also the mood of citizens who, behind the scenes of a rapidly growing society, were beginning to feel exhausted and stifled.

The term "nei-juan" (内巻), symbolizing a futile state where competition intensifies the harder one strives within limited resources under the mindset of "Everyone is working hard, so I must too or I'll fall behind," was selected as one of the buzzwords best representing the social climate.

The mood among some consumers: "Wanting to live at a relaxed, leisurely pace"

On the negative side of society, the "躺平族" (tāngpíng zú), or "lying flat tribe" (young people who don't strive, compete, or be greedy; who are satisfied with a minimal consumption lifestyle and live quietly), became a major topic. They represent citizens left behind by rapid growth and social change. As they spent more time at home, beloved items like "Luosifen" (snail rice noodles; an instant food that became a huge hit on e-commerce and social media) and "nesting snacks" gained popularity.

Furthermore, products themed around "healing" gained popularity on e-commerce sites. The "leisure and healing" sought by citizens will be a major point to consider in business planning.

The "Three-Child Policy" will further spotlight the child-related industry

The "Three -Child Policy" (三孩政策, Sanhaiti) has been announced. Following the long-standing one-child policy and the subsequent two-child policy, this further relaxation has drawn significant attention. The "Double Reduction Policy" (双减政策, Shuangjian) also aims to relieve the financial pressure of education costs on families with children.

In China, there has been a tendency to choose more reliable foreign products and brands for children's consumer goods like diapers and milk. With the introduction of this three-child policy, , attention to Japanese brands is likely to increase further.

3: Revenge Consumption Post-Pandemic and New Forms of Travel

"Revenge spending," a reaction to pandemic restrictions, is also expected to be a major hint for future marketing.

Before the pandemic, Chinese tourists' "spending sprees" became a hot topic in Japan. However, with overseas travel difficult these days, the key point has become "how to release the stress of not being able to travel abroad within China."

Diversifying Leisure Industries as Revenge Spending

In the leisure industry, "red tourism" (hongse lvyou) has become a trend. This refers to domestic tours visiting sites related to Chinese history and tradition. Linked to the government's patriotic education efforts toward the "Two Centenary Goals," it has become a hit.

Furthermore, to relieve the stress of being unable to travel abroad, the phrase "pretending to be abroad" ("假装在国外") became a buzzword. This involves taking and sharing photos on social media that make it seem like one is traveling overseas, using scenes from Chinese cities or domestic trips to the northwest.

Additionally, "stockpiling travel" (囤旅游) gained popularity. This involves purchasing undated travel lucky bags during seasonal sales for significant discounts. The act of "stockpiling" (囤), once associated with hoarding daily necessities during e-commerce sales, has now extended to travel—once considered a luxury. This reflects affluent consumers' leisure orientation manifesting as revenge spending in anticipation of the post-pandemic era.

Beyond travel, skiing, camping, and fishing—activities previously overlooked in China—have surged in popularity as the "three major money-burning sports" (costly leisure pursuits). This boom stems from heightened nature and health consciousness during the pandemic, along with the influence of the Beijing Winter Olympics. The outdoor spending of economically affluent individuals is accelerating market growth in categories like camping gear, skiwear, and fishing equipment.

4: Government and Private Sector Jointly Prioritize Carbon Neutrality Initiatives

The Beijing Olympic torch lighting ceremony surprised the world. While it was customary for the flame to burst into a large blaze when transferred from the torch to the cauldron, this ceremony featured the unusual staging of the torch being placed directly onto the cauldron. It became a symbol conveying the concept of "Green Olympics," which emphasizes carbon emission reduction and environmental protection, to the world through a major national event.

Carbon peakand carbon neutrality refer to carbon peak-out and carbon neutrality, respectively. Both the Chinese government and private companies are promoting these as top priorities.

The Chinese government officially included the "Double Carbon Goals" in its 2021 government activity report, which were declared at the UN General Assembly: carbon peak by 2030 and carbon neutrality by 2060. 2021 was such an important year for China in promoting the SDGs that it was called China's "first year of Double Carbon."

Carbon neutrality initiatives, a top priority in the e-commerce industry

As industrial development shifts toward reducing greenhouse gas emissions, 2021 also brought significant changes to consumer awareness.
For example, China's largest e-commerce shopping festival , "W11" (Double Eleven) on November 11, has transformed from a "spending spree festival" that promoted consumption power to a social event that strongly reflects the government's policies of "shared prosperity" and "environmental protection" as well as the social situation.

With the concepts of green and low carbon at the forefront of W11 in 2021, a "green venue" was set up online. The green venue offered a lineup of 500,000 products in four major categories that have obtained national certification: eco-friendly home appliances, interior goods, baby products, and organic products. Depending on the purchase amount, consumers could receive coupons and earn points for the "Ant Forest" campaign, which converts points into real tree planting activities.

Cainiao Network, the logistics platform under Alibaba Group, ran a recycling incentive campaign for consumers at 60,000 parcel stations (parcel pickup service points) during the W11 period. Furthermore, by utilizing logistics technology, the company reduced order-related carbon dioxide emissions by 30% and achieved a 70% recycling rate for packaging through the use of electronic slips, cardboard size optimization, smart and optimized delivery routes, eco-friendly packaging, recycling boxes, electric vehicles (EVs), and solar energy throughout China.

In addition, Tmall, a B2C e-commerce platform operated by Alibaba Group, formed a "Green Business Alliance" with 14 major companies to promote green consumption habits among consumers, spread sustainable production and supply chains as a company, and announce social initiatives such as plant, soil, and marine conservation activities.

Similar initiatives are also being carried out by the major e-commerce company Jingdong Group.

A common feature of these initiatives by high-tech giants is that a portion of product sales is donated to public interest organizations. In the case of Alibaba, 1.6% of the purchase price is donated. It seems that they are keeping in mind the goals of common prosperity (eliminating the gap between rich and poor) and antitrust-related fines.

China's SDG initiatives will continue to persist well into the future.
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