Illustration: Chen Xia/GT

　　Chinese consumption is evolving, with new trends constantly emerging. Yiwu, a global hub for small commodities, provides a lens on the latest developments.

　　On Monday, the city will reportedly host a trade fair focused on cultural and tourism products, including intellectual property (IP)-driven creative merchandise, travel-oriented goods, and trendy toys. Together with other forms of new spending, the developments point to a segment of the Chinese consumer market that is both dynamic and rapidly upgrading where preferences are increasingly extending beyond traditional goods toward experiences and cultural content.

　　In recent years, Chinese consumers have placed increasing emphasis on cultural experiences, tourism, and other forms of lifestyle-oriented new consumption.

　　Tourism offers a clear illustration of this change: in 2025, China"s domestic tourism scale reached 6.522 billion trips, up 16.2 percent year-on-year. Combining other forms of experience-driven spending, this sizzling growth is an indication of the rapid expansion of China"s cultural and tourism market in the past few years.

　　The evolution of consumption has underpinned the development of cultural and tourism-related products, including IP-based designer toys and travel-oriented gear. Meanwhile, consumer offerings are becoming increasingly specialized and innovative, reflecting gradual maturation of the market.