Chinese Gen Z is the largest of its demographic group in the world, accounting for almost 150 millions people. More than twice the population of UK. They are radically different in comparison all previous generations in China – for marketers, this means cultural tensions are aplenty, spawned from rapid generational and societal changes. Increasingly, their unique twist on certain sub-cultures is also inspiring global trends, such as gaming, music, and fashion.
In this session, Arnold Ma, Founder of the UK's first Chinese Digital Creative Agency, Qumin, will share insights into the latest and most prominent Chinese youth sub-cultures. Including case studies of how brands can engage authentically, as part of the conversation, to truly resonate with Chinese Gen Z.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.