Foreign media focus on new trends in China's consumer market at the start of 2026.
Chinese consumption gets off to a strong start (International Perspective)
Entering 2026, China's consumer market is booming: during the New Year's Day holiday, 142 million domestic trips were made, with total spending reaching 84.789 billion yuan; the implementation of new national subsidies boosted consumer confidence, driving a surge in transactions of green home appliances, technology products, and new energy vehicles; visa-free travel benefits continued to be released, and duty-free shopping policies were constantly optimized, with "China tourism" fueling "China shopping"... Recently, in reports from multiple foreign media outlets, "ice and snow tourism," "trade-in programs," "China shopping," and "national trend culture" have become frequently mentioned terms. Overseas commentators believe that China's consumer market is undergoing a transformation from "quantity" to "quality," which will provide tremendous opportunities for countries around the world.
Consumer vitality —
"The diversity, creativity, and high quality of Chinese products are attracting consumers worldwide."
"From the snow-covered villages of the north to the warm sunshine of the south, China has attracted a large number of tourists with its diverse winter tourism products and experiences." A recent article on the website of the international travel media *Travel & Tourism World* stated that during the New Year's Day holiday, ice and snow tourism in China became a major engine of winter consumption, with domestic and international tourists flocking to snow towns, ski resorts, and hot spring resorts. Tourist numbers in many places reached new highs. Southern "winter escape" travel also performed exceptionally well, with Hainan becoming a popular choice for many tourists seeking a warm "winter getaway." The combined effect of the border closure and the holiday further stimulated consumer enthusiasm. On January 1st, Hainan's offshore duty-free sales reached 251 million yuan, a year-on-year increase of 93.8%.
The Bangladeshi newspaper The Flash published an article titled "China Confidently Steps into 2026," stating that data from China's tourism market during the New Year's Day holiday highlighted strong population mobility, rising consumer confidence, and increasing purchasing power, indicating that the Chinese market is not only resilient but also capable of generating new growth momentum based on upgrades in consumption, services, and lifestyles.
On overseas social media platforms, "China Shopping" has become a new trend for tourists visiting China, following "China Tourism." The *Shandong Daily* points out that tourists' shopping lists are no longer limited to traditional silk, tea, and porcelain; more and more people are buying drones, museum souvenirs, high-end cosmetics, and high-tech consumer goods. "The diversity, creativity, and high quality of Chinese products are attracting global consumers."
Multiple foreign media outlets have noted the emergence of new scenarios and business models in China's consumer market. Reuters reported that China's Generation Z consumers are shifting towards new domestic products and services, with "products and services that combine tradition with modernity and attract customers through digital technologies such as artificial intelligence being particularly popular." The report suggests that this "new consumption" has boosted sales of trendy toys like "Labubu" and increased brand awareness for tea chain "Bawang Chaji" (a Chinese opera-themed store) and some traditional Chinese craft jewelry brands. Meanwhile, the demands of "silver-haired consumption" have also spurred new businesses including smart home technology and elderly care services.
The US-based luxury business website, Observer.com, states that "Guochao" (a trend of embracing Chinese cultural trends) has been a key perspective for the world to observe the rise of Chinese domestic brands. Stylish, trendy Chinese products, often incorporating nostalgic elements, have successfully captured the hearts of young consumers. The report cites an example: on Xiaohongshu (a Chinese social media platform), "new Chinese-style travel" is shaping cultural confidence. Unlike in the past when tourists simply "checked in" at tourist attractions, young tourists now value cultural journeys, sharing in-depth stories of ancient architecture, intangible cultural heritage, and traditional culture. "This cultural confidence is building a completely new consumption paradigm."
Supportive policies
"A major highlight of China's 15th Five-Year Plan is promoting consumption."
Several foreign media outlets have pointed out that the robust and innovative nature of China's consumer market is inseparable from the combined effect of a series of policy measures.
A Reuters report states that the Central Economic Work Conference held in December 2025 indicated that China will continue to implement a more proactive fiscal policy in 2026 to stimulate consumption and investment in order to maintain high-speed growth. The report notes that the conference proposed further implementing special actions to boost consumption, formulating and implementing plans to increase the income of urban and rural residents, and unleashing the potential of service consumption, making China's policies to boost consumption more specific.
Brazilian financial media outlet "Money Times" noted that in December 2025, China's Ministry of Commerce, the People's Bank of China, and the State Financial Regulatory Commission jointly issued the "Notice on Strengthening Business and Financial Coordination to Boost Consumption." Brazil's "Folha de Curitiba" commented that the 11 policy measures proposed in the notice not only aim to stimulate consumption but also strive to ensure that key economic sectors receive the necessary support for development. Expectations for this move are high, as the synergy between the financial and corporate systems is expected to significantly boost consumption, a core element for China's sustainable economic growth.
Bloomberg quoted experts as saying, "A major highlight of China's 15th Five-Year Plan is the promotion of consumption, which is crucial for driving balanced economic growth in China."
According to a report on Deutsche Welle's website, China's economy is currently seeking new development by boosting consumer spending and promoting the growth of high-tech industries. Currently, consumer spending accounts for approximately 40% of China's GDP. For some time now, the Chinese government has successively introduced a series of measures, including consumer subsidies, pension increases, and childcare allowances, and continues to improve its social security system. Brown, an analyst at the Mercator Institute for China Studies in Germany, believes that China will continue to strengthen these measures over the next five years.
The Russian newspaper Izvestia noted that China will continue to support its "trade-in" program for consumer goods in 2026. The report anticipates that China's economy will maintain stability and achieve sustainable growth this year, thanks to various macroeconomic measures and China's positioning of domestic consumption as the "main engine" of growth. The focus of China's economy will continue to shift from investment and exports to services and consumption.
Cypriot media outlet "Travel Daily News" noted that some local Chinese governments are distributing consumption vouchers through digital platforms and mobile applications, a promotional method particularly popular with young tourists. These vouchers cover discounts on various consumption scenarios, including museum visits, cultural performances, hotel stays, and combined experiences. This initiative has effectively boosted the development of the cultural and tourism industry and injected new vitality into domestic tourism consumption.
Growth Drivers —
Consumer demand is steadily recovering, and the Chinese economy continues to demonstrate its resilience.
The booming Chinese consumer market not only reflects a rebound in demand but also demonstrates the continuous optimization of China's economic structure, significantly enhanced endogenous driving forces, and increasing resilience in development. Through China's massive market, foreign media have witnessed a more dynamic and resilient China.
The Indian Express points out that China has expanded domestic demand through a series of targeted measures, including strengthening the social security system, increasing support for the elderly, and providing childcare subsidies, which helps improve its medium-term growth prospects. Benefiting from accumulated innovation momentum and continued strong fiscal policy, China is embracing a new growth model. The positive recovery of the Chinese economy has further strengthened the international community's confidence in China and its willingness to increase investment in the country.
Pakistan's *Diplomatic Vision* highlighted data released by China's National Bureau of Statistics: In the first 11 months of 2025, Chinese market demand steadily expanded, continuing to drive economic growth. Domestically, total retail sales of consumer goods increased by 4% year-on-year. In particular, the effective implementation of special actions to boost consumption has allowed consumption potential to continue to be released. The report commented that, driven by innovation, the development of advanced manufacturing, and the steady release of consumer demand, the Chinese economy continues to demonstrate resilience.
An article published in Nigeria's *The National* newspaper stated that China's 15th Five-Year Plan proposals, which emphasize "vigorously boosting consumption" and "expanding effective investment," indicate that China is building an open, stable, and predictable market, which is "good news" for Nigeria.
Many foreign media outlets also believe that global companies and investors should seize the opportunities presented by the Chinese market.
A recent article by MarketWatch, an American financial news outlet, stated that Western consumer brands need to adapt to the new changes in the Chinese market. For example, in retail, catering, and service sectors, Chinese consumers are increasingly focused on value for money and their tastes are becoming more localized. Foreign brands need to abandon their "one-size-fits-all" global strategies and make their business models more aligned with the actual behavior of Chinese consumers.
Barron's, an American financial media outlet, focused on the consumer vitality of small and medium-sized cities in China. "From personal care and affordable cosmetics to domestic tourism and local e-commerce, daily consumption in small and medium-sized cities has shown remarkable resilience, which may bring new opportunities for long-term investors." The report suggested that global investors should have lasting confidence in the Chinese market and pay more attention to smaller cities with huge consumption potential.
Forbes magazine observed that Chinese consumers, especially the younger generation, are spending more on the service industry, increasingly focusing their spending on things that bring emotional experiences, such as tourism, sporting events, symphony performances, museums, and art galleries. "This presents a huge opportunity for Western companies focused on the service sector." (Li Jiabao, People's Daily Overseas Edition)
