CURATED READS FOR GEN Z—AND THEIR Z-CURIOUS COLLEAGUES

first up

Welcome back! This week, we’re looking at the buying, digital, and digital buying practices of Gen Z in Asia. 

Have you heard of China’s “moonlight clan”? 

They’re a group of Gen Zers who consciously spend their entire monthly salary over the course of a lunar cycle. So, they’re effectively living paycheck to paycheck—willingly. 

These consumers tend to be more impulsive, choosing to splurge rather than save because they’re confident that more money is on the way. And they’re not exactly wrong: China’s Gen Z grew up during a period of massive growth—the fastest sustained expansion of a major economy in history. And while China’s growth may be slowing, it’s far from screeching to a halt. 

It’s a similar story for other countries in the region. They have not quite matched China’s manufacturing-based boom, but rapid economic growth has helped shape their Gen Z’s culture and tastes.

Asia–Pacific Gen Zers often care about:  

And yet … Gen Z also wants privacy. Seventy-five percent of Japanese Gen Zers in our 2020 survey said they felt that others overshared online, and 49 percent said they were worried about their personal data. That’s part of why their social media is carefully cultivated.  

In just three more years, Gen Z will make up a quarter of the Asia–Pacific region’s population, and by 2030, one out of every two transactions in the world will take place in Asia. Of course, there’s variation by country, region, and more, but all told, Asia’s Gen Z is often on the upswing of economic mobility as the area expands. Who knows what else will change as our generation grows? (Probably not our screen times.)  

VISUALIZE IT 

While pandemic shortages were the biggest reason why customers in Thailand and the Philippines tried new brands of goods, readiness to swap is a growing Gen Z trait as well.

Wait, don’t scroll 

K-pop and containers. Asia is key to the future of commerce—explore our glossy feature on the history behind its economy and where it’s headed in the coming years (music snippets included).  

Get versed in meta. Metaverse-related companies raised $10 billion last year, and the total industry could be worth trillions. Don’t miss a primer on how meta is changing marketing, the Gen Z gaming tailwind, and some great elements that (at least help) answer “What is the metaverse?” 

Not us; still great 

Looking inward. Growing nationalism in China has led young people to ditch major Western retailers that come under controversy in favor of buying in-country. That trend can be seen in clothing, sneakers, cosmetics, and more. [Bloomberg]

Art of the deal. China’s Gen Z art collectors are making a big splash, dropping hundreds of thousands of dollars on items like sneakers and skateboard decks, and challenging the art world’s status quo. [WSJ]

May the likes be with you. One Gen Z influencer’s essay on monetizing her Baby Yoda TikTok account provides a fascinating look into the online influencer economy. Even if you go viral, can you keep the views coming? [WIRED]

PUZZLE FOR YOUR THOUGHTS?

— Edited by Sarah Skinner, Gen Z curation editor, New York