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To understand China’s new consumptiontrends via six keywords

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By Li Jie

In the first 11 months of this year, the total retail sales of consumer goods in China exceeded 44 trillion yuan ($6.03 trillion), up 3.5 percent year on year.

As new technologies, new business forms and new models continue to develop, the vast Chinese consumer market is embracing new changes and making impressive strides. To understand the latest consumptiontrends in China, take a look at the following six keywords.

Keyword 1: Trade-ins of consumer goods

This year, thanks to the policy-backed trade-in program, many Chinese consumers have purchased or upgraded big-ticket items such as new energy vehicles, smart and eco-friendly home appliances, and electronic products, enjoying tangible benefits.

According to data from China’sMinistry of Commerce, the sales revenue of consumer goods under China’strade-in program has surpassed 1 trillion yuan this year.

As of Dec. 13, China’s 2024 sales volume of passenger vehicles, home appliances, furniture for home decor, kitchens and bathrooms, and electric bicycles under the program had reached 5.2 million units, over 49 million units, more than 51 million units, and nearly 900,0000 units, respectively.

Keyword 2: First stores and debut events

China has been vigorously promoting the debut economy, which is generating new consumption scenarios that attract consumers for entertainment, leisure, and relaxation.

For instance, French fashion house Chanel held a global launch event alongside the West Lake in Hangzhou, east China’s Zhejiang province; nearly 100 international brands have opened their first stores in Asia or China in Zhangyuan, or Zhang’s Garden, a popular 141-year-old architecture complex in Shanghai; a number of flagship stores and innovative concept stores are constantly enriching the commercial landscape in Beijing.

The debut economy is driving business growth in many regions of China. For example, in the first seven months of this year, Shanghai welcomed 770 new first stores, a year-on-year increase of 16.5 percent, including five stores that are globally first, four that are new to the Asian market, and more than 100 in China.

According to statistics from the Beijing Municipal Commerce Bureau, in the first three quarters of this year, a total of 717 first stores, flagship stores, and innovative concept stores of numerous brands were opened in Beijing, a 40 percent growth from the same period last year.

Keyword 3: Booming culturaland tourism industry

This year, the cultural and tourism sector in China has experienced significant growth, marked by a surge in international visitors and a lively domestic travel market.

Flourishinginbound tourism – China has extended the permitted stay for eligible foreign travelers from the original 72 and 144 hours to 240 hours, and expanded the coverage of its visa-free policy. China’s booming inbound tourism has created the buzzword “China Travel” on social media, as many travelers shared their experiences in the country. In the first three quarters of this year, China received around 95 million inbound tourists, up nearly 80 percent year on year.

Vibrant domestic tourism – There has been a deeper industrial integration in China this year, which encompass culture, commerce, tourism and sports, with sports tourism and “foodie tours”becoming increasingly popular. According to data from Chinese online life service providerMeituan, starting from November this year, the number of searches for winter sports such as skiing and ice skating has increased more than two-fold.

Keyword 4: Countyeconomy

China has over 2,800 county-level administrative regions. With a total population of hundreds of millions, they account for nearly 40 percent of the country’seconomic output, which indicates enormous market potential and development opportunities.

Many well-known chain brands have expanded their retail outlets to Chinese county-level regions, driving the upgrading of China’scounty-level consumer market. Data from Meituan show that in 2024, China’sonline delivery orders from coffee brands like Starbucks, Luckin Coffee, and Cotti Coffee in county seats surged by 97 percent year on year, while the number of online delivery merchants skyrocketed by 159 percent.

At the same time, China’scounty-level regions have become important destinations for consumer spending. This year, county tourism has become increasingly popular in China, boosting local consumption indining, travel, entertainment, and shopping.

Besides, more and more residents from smaller Chinese cities were traveling abroad, creating more growth opportunities for the county economy. During China’sNational Day holiday this year, bookings for outbound travel made by residents from third-tier or smaller cities in Chinajumped by 300 percent year on year, according to Qunar, an online travel service provider.

Keyword 5: Silver economy

As many Chinese born in the 1960s have reached retirement age, a new generation of retirees has emerged in China, many of whom are healthy and vigorous. They generally possess stronger purchasing power, greater desire for fashion, and more diverse leisure needs, with their consumption expanding into various fields such as fitness, cosmetics, healthcare, and tourism.

According to the 2024 Silver-Haired Consumer Report released by Chinese e-commerce giant JD.com, Chinese elderly consumers are not only embracing products designed for their age group but also cutting-edge technology, with the sales of electric beds and shower chairs growing by 152 percent and 202 percent this year.

By the end of 2023, the number of people aged 60 and above in China had reached 297 million, accounting for 21.1 percent of the country’s total population.

The growing elderly population is creating tremendous development opportunities for China’s elderly care industry, which encompasses both community-based services, such as meal assistance, home-based care, long-term care, cultural and sports activities, and rural elderly care, and emerging elderly care businesses, such as smart healthcare, rehabilitation robots, anti-aging solutions, elderly-friendly financial products, tourism, and elderly-friendly renovations.

Keyword 6: China-chic

Over the past year, there has been a growing appreciation of fine traditional Chinese culture among the Chinese people, especially the younger generations.

Their passion for traditional culture is demonstrated in different scenarios. For instance, they are increasingly interested in Guochao, a fashion trend featuring a combination of modern designs and traditional Chinese cultural elements.

Additionally, new Chinese-style clothing, attire that seamlessly integrates traditional Chinese elements with contemporary styling, is gaining immense popularity and becoming a new buzzword in the Chinese consumer market.

More and more Chinese people are preserving and revitalizing China’sintangible cultural heritage, and choose to visit ancient Chinese cities and towns.

A report indicated that with the increasing impact of traditional Chinese culture on consumer trends, concepts such as “China-chic,” Guofeng, and “new Chinese-style” have permeated various sectors and consumption scenes, including catering, entertainment, culture and tourism, beauty, and clothing.

The traditional Chinese cultural elements are seamlessly blending into modern lifestyles in a more fashionable and vibrant manner, becomingimportant ways for people to express themselves and showcase their individuality.

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Shantou taps new growth momentum via AI token exports

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By Li Gang, People’s Daily

As artificial intelligence (AI) accelerates the transformation of global industries, a new form of digital trade is emerging in the southern Chinese city of Shantou: exporting computing services measured not in physical goods, but in AI tokens.

In late April, Shantou, Guangdong province completed full-chain verification for what has become known as “token exports” — a model in which computing power remains within China while high-value AI services are delivered to overseas users. Within just one month, average daily token usage surged from 100 million to the tens-of-billions level.

The practical application of this model is already well underway. 

Recently, when a user in Singapore activated an AI-powered toy and gave a simple command — “Tell me a fairy tale” — the spoken command traveled through the network directly to a dedicated overseas computing zone inside a computing center in Shantou. 

Local deployed AI agents wrap up speech recognition in under one second and craft custom story content, firing the finished audio back to the Singapore-based toy device in as little as 0.1 seconds.

The user repeated the process multiple times, eventually listening to five stories in total. Approximately 100,000 tokens were consumed during the interaction and billed in real time at a rate of 2 yuan ($0.3) per one million tokens.

When payment arrived, a complete commercial cycle was achieved, marking the successful realization of Shantou’s “token export” model.

Tokens represent the smallest discrete calculation unit for large AI models to process information. They have become a key indicator of intelligent computing capacity and, increasingly, a new carrier of value in the digital economy.

Inside the China (Shantou) Pilot Zone for Economic and Cultural Cooperation with Overseas Chinese, token exports are already transforming the economics of electricity.

Today, overseas users across multiple countries and regions in Southeast Asia are accessing token services generated in Shantou.

“Data flows in from abroad and all processed outputs head back overseas, with zero compromise to end-user experience,” explained Cai Qichen, an engineer at the Shantou Branch of wireless carrier China Mobile. “Token costs have already been integrated into product service packages, making future usage more convenient.”

According to estimates from toy manufacturer SHOWMAC based in Shenzhen, Guangdong province, using Shantou’s computing services reduces costs by more than 30 percent compared with directly purchasing overseas computing resources.

Meanwhile, inside computing centers, turning electricity into AI tokens delivers dramatic value appreciation. A kilowatt-hour of electricity, which comes at a cost of roughly 0.5 yuan($0.07) , can be transformed through AI computing into tokens and then exported at a price of 11 yuan($1.6), representing a twenty-two-fold increase.

As one of eastern Guangdong’s major offshore wind power bases, Shantou has already connected 1.2 million kilowatts of installed capacity to China’s power grid.

The electricity itself does not need to cross borders. Computing power remains within China. What gets exported instead are high-value digital services, turning electricity into a form of hard currency for cross-border digital trade.

Ultra-low network latency forms the technical backbone making token exports feasible.

“More than half of China’s outbound bandwidth carried by international submarine cables lands in Shantou, and the city is also home to five undersea trunk cables linking destinations worldwide,” said Hong Zhebin, chief technology officer of the international submarine cable landing station operated by the Shantou branch of wireless carrier China Telecom.

“The latency between Shantou and Singapore is only 32.7 milliseconds, quicker than the blink of an eye,” Hong added.

Hong Yu with the Shantou Branch of China Mobile, added that Shantou’s overseas computing services offer stable response speeds, regulatory compliance, and substantial cost advantages.

“Our pricing is only 1/3 to 1/2 that of mainstream international platforms, while customer retention exceeds 70 percent,” Hong told People’s Daily.

Yet building a complete end-to-end system is only the starting point. Shantou is now attempting to transform itself from a transit city for digital infrastructure into an ecosystem hub.

Leading computing companies and developers are gathering rapidly. Pilot platforms have passed acceptance reviews. Commercial closed loops have already emerged in applications ranging from AI toys to intelligent manufacturing, with large-scale operations expected soon.

Shantou’s Chenghai district has long been known as the “toy capital of China.” As AI becomes increasingly integrated with the toy industry, the city has launched an AI toy innovation center and the Shantou AI Laboratory, striving to become the “AI toy capital of China.”

At the exhibition space of one local tech firm sits Amy, an AI desktop robot capable of fluid multilingual conversation.

“It is equipped with a multilingual intelligent voice interaction system capable of real-time recognition and conversation in dozens of languages,” said the company’s general manager Chen Ruifeng.

The technology has already been integrated into multiple AI toy products exported to countries including the United Kingdom, Russia, and Japan.

Shantou’s token export model allows AI toy manufacturers to access domestic large language models at costs far below those of overseas alternatives.

“The cost of using overseas AI models can be dozens of times higher than domestic models,” Chen said. The company’s AI toys currently run on Chinese large models including DeepSeek and Doubao.

“Token exports have significantly increased both product value-added and international competitiveness,” he said.

The Shantou branch of wireless carrier China Unicom, together with a Guangdong-based tech firm, has established dedicated lines connecting Shantou and Vietnam, delivering cross-border computing services to Aachen Sv, a Chinese-invested fiber-optic company operating in Vietnam.

Vietnamese users accessing large models such as DeepSeek and Qwen experience extremely low latency with zero packet loss. “In less than a month, more than a dozen companies have approached us for consultations,” an employee of the Guangdong-based tech firm said.

Meanwhile, the Guangdong branch of China Mobile has launched an OpenClaw intelligent agent framework, providing integrated AI service packages that allow traditional toys to complete intelligent upgrades in as little as 15 days.

From toys to textiles, cross-border e-commerce, and high-end manufacturing, tokens are increasingly becoming the digital fuel powering Shantou’s industrial upgrading.

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Sanxingdui Museum transforms ancient relics into interactive experiences

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By Song Haoxin, People’s Daily

What if museum visitors could truly interact with cultural relics rather than merely observe them through glass displays? At the Sanxingdui Museum in southwest China’s Sichuan province, a specially designed interactive hall is revolutionizing cultural engagement.

Within this 1,300-square-meter space, nearly every exhibit invites touch, operation, or participation. Visitors immerse themselves in installations inspired by the ancient Shu civilization, blending education with entertainment.

By trying on replicas of headwear on bronze statues discovered in Sanxingdui Ruins, for example, visitors can not only take photos of themselves but also learn about the symbolic meanings behind different headpieces. 

Guests can don replicas of bronze statue headwear from the Sanxingdui Ruins, learning their symbolic meanings while capturing photos. Augmented reality allows dancing alongside virtual Sanxingdui figures for social media sharing. A creation zone even enables “time travel” to experience ancient bronze-casting and construction techniques.

These innovations transform traditional museum visits, offering deeper cultural understanding through hands-on interaction. “This hall emerged from extensive brainstorming,” explained Zhu Yarong, deputy director of the management committee of the Sanxingdui Ruins site. 

“We’re transitioning from passive relic viewing to interactive engagement, bridging the gap between audiences and history.”

Previously, museum experiences were largely one-directional with limited engagement. Visitors viewed relics through display cases, usually stopping mainly to take photographs, with relatively limited forms of engagement. By liberating artifacts from display cases into interactive settings, Sanxingdui is pioneering a shift from didactic presentation to open cultural dialogue.

Traditional exhibition spaces remain popular, while digital innovations attract growing interest. A VR project employs digital twin technology to recreate 1:1 scale excavation sites — complete with protective shelters and cabins — placing visitors at the archaeological forefront.

Another project, Heaven and Earth Echoes — Sanxingdui Panoramic Sound and Vision Digital Art Theater, features an interactive panoramic LED dome with a diameter of 20 meters and a resolution approaching 16K. The massive dome creates a deeply immersive atmosphere. By waving digital torches in their hands, visitors can trigger sacred birds to circle above them across the dome, experiencing the ancient Shu civilization through an interplay of sound and imagery.

“The digital technology made me feel as if I were racing across the Mamu River. That sense of traveling through time was incredible,” said Hao Yong, a tourist from southwest China’s Chongqing municipality who came specifically to experience a virtual reality program.

From passive observation to active participation, Sanxingdui Museum continues introducing new interactive experiences that transform cultural relics into living carriers of dialogue and engagement, helping keep the sparks of Chinese civilization alive for new generations.

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A living testimony about MKA: The Aondoakaa that I know Written By Brahms Tor-Ikuan

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My people of Benue State,

I am not speaking to you today as a politician. I am speaking as a brother whose family was held up by Chief Mike Kaase Aondoakaa, MKA, when we had no one else to hold onto.

My elder brother, Verem Ukaa-Ikuan, was not just my blood. He was a very dear and close friend to Chief MKA. When my brother fell ill and was diagnosed with liver damage caused by poisoning, MKA didn’t treat it as someone else’s problem. He took it on as his own.

He worked closely with Verem during his time as Attorney General of the Federation, and when the sickness came, he moved immediately. Searches were conducted, and Apollo Hospital in India was earmarked for a liver transplant. Every travel arrangement was made personally by Chief MKA.

But we hit a wall. Verem was too weak to fly a long commercial flight. Only an air ambulance could get him to India alive. At that time, there was only one functional air ambulance in the entire country, owned by Julius Berger. It was completely out of reach for even the most high-profile citizens.

Chief MKA went all out. He did not give excuses. He did not delay. He used every connection and every ounce of influence he had to secure that air ambulance for my brother.

On the day it was secured, Barr. Terna Yaji, his Senior Special Assistant, called me a few minutes after 6pm. He told us to prepare Verem for departure and take him to Makurdi airport very early the following morning. I informed him, my brother passed on at exactly 6 o’clock a few minutes ago. I told Barr. Terna Yaji, and I saw a devastated MKA.

During the burial, Chief MKA was out of the country on national assignment. He was pained that he could not be there physically. His entire team, led by the late Onov Tyuulugh, represented him fully. And his message to us at the burial has never left me:

“If death were law, as the Attorney General, a law would have been made no matter what to ensure Verem will just not die but live forever.”

That is who Mike Kaase Aondoakaa is when nobody is watching. He does not abandon his people. He does not forget. He stood with our family then, and he has stood with us till date.

Now he is asking for the chance to govern Benue State.

Benue needs a governor with a heart like that. A governor who fights for you even when there’s no political gain. A governor who sees you as family, not as a vote.

I am standing with Chief Mike Kaase Aondoakaa for Governor of Benue State.
For compassion that moves to action.
For loyalty that does not fade.
For leadership that proves itself in the darkest hour.

Join me. Let us give Benue a leader who has already shown what he will do for us.

God bless Chief Mike Kaase Aondoakaa.
God bless Benue State.

Brahms Tor-Ikuan, a beneficiary of MKA’s benevolence writes from Makurdi

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