Siboni points out that China’s post-1980s generations already accounted for more than half of Chinese consumer spending on luxury in 2018. Ī more youthful market will disrupt luxury’s growth path, says consultancy firm Bain in a 2018 report, which projects that millennials and Gen Z (born between 19) will compose 55 percent of the global market by 2025. “Chinese millennials and Gen Z are instrumental in the success of luxury brands in the world, even more so in China,” Jonathan Siboni, founder and CEO of Luxurynsight, a Paris-based data intelligence firm, tells Jing Daily. According to industry experts, these two demographics will comprise a significant portion of the market in the next few years.īy 2025, millennials (born between 19) will account for 40 percent of the global personal luxury goods market, according to a 2017 report by Bain & Company and Farfetch. China’s younger generations increasingly appreciate the health benefit and spiritual comfort associated with drinking tea and slow living.The future success of luxury brands in China relies on their ability to effectively engage with the nation’s millennial and Gen Z consumer groups. “Stove-boiled tea” complements the fall and winter seasons and transcends into a widely-followed lifestyle. It is telling that, in 2022, the old method is making a noticeable comeback in the hands of Chinese millennials and Gen-Zers.Įarlier in summer, the C-drama hit A Dream of Splendor, which follows three women transforming a tea shop into a successful restaurant during the Song Dynasty, led many fans to imitate the desserts, clothing, and tea from that period. Slow-boil was the dominant way to make tea in ancient China until the faster steeping method became widespread during the Ming Dynasty (1368-1644). The practice is also the latest addition to China’s “ Guochao, ” or “national trend” movement, referring to the integration of Chinese cultural elements into modern life. As one Xiaohongshu post testifies, “It is absolutely relaxing to drink hot tea, feel the fall breeze, and chat with best friends.” Another Xiaohongshu user states she “felt peaceful when stepping into the courtyard - a wonderland secluded from the bustling city.”
Similar to other 2022 lifestyle trends such as glamping, cycling, and frisbee, “stove-boiled tea” reflects young Chinese consumers’ desire to escape urban settings, embrace the outdoors, and practice mindfulness. The art of boiling tea is a time-consuming process that requires constant attention to the temperature in order to properly “cook” it. However, this trend represents the revival of Chinese tea culture among Chinese youngsters yearning for a slower life. The Jing Take: Drinking loose-leaf tea has been commonly perceived as a habit of middle-aged or older people in China, whereas young people favor bubble tea or coffee. A review of Xiaohongshu posts suggests that these services at tea normally cost between $28-56 (200 to 400 RMB). Some people also post their love of stove-boiled tea while wearing traditional Hanfu clothing in these picturesque settings.Īdditionally, “stove-boiled tea” is affordable and customizable. People normally sit in outside or indoor courtyards with gravel floors, bonsais and flowers, and traditional Chinese decorations. The activity has attracted young Chinese consumers through its association with natural surroundings. “Stove-boiled tea” is typically set against a picturesque backdrop with Chinese decorations.
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