解锁Z世代2026 中国焦点：非滤镜一代

UNLOCKINGGENZ2026CHINAEOCUS TREND01GOODGETSANEWFLEX TREND04WHEREFUNFUSESUS GOING FULLANIMESHORT-FEED C-POPSHOWTIMEINYOUREARSGAMEON.LEVELEDUPHACKING THE GAME RAISED BYTHEWORLDUNBURDENINGTHEEARTHOURAGEOFSHAREDGOODTHE SHIFT TO HERLENS TREND02REMIXINGME TREND 05TOGETHERWETECH NEWPOV.LOADING.AI CHEATCODESSOULIN THEMACHINE MASTEROFMOJOCOUNTY COMEBACKSELF2.0ULTIMATECHILLMODEWHAT'SUP.FURRYFAM? TREND06WOKEWALLETS TREND03 CASHIN BETWEENCLASSES TOPUP FROM WITHINWELCOMETOSOLOTOPIASEEIT,CARTITCLUBPLAYFULFOREVER WORK HARD.UPGRADEHARDERCAMPUSCO-FOUNDERSBRAINON.GAMEON THENO-FLTERGENERATION Steppingawayfrombeliefslike“hardworkalwayspaysoff"and"stability equals security"Gen Z are looking beyond the usual milestonesof marriage,childrenanda mortgagetobuildlivesthatfeel truetothemselves. GenZhasmovedbeyond"up-and-coming."Theyare shapingculture inreal timeRepresentingaroundaquarteroftheglobalpopulationanddrivingabout4o%ofconsumerspend,theyshareonestandoutquality:adistinctlyclear-headedmindset without guilt,draw clearboundaries in relationships and build a"buddy culture"around therightpeoplefortherightmoments.Theywantapaceof lifetheycancontrolandrefusetopayextrafor emptyhype.Everyyuanhastomean something So how can brands tap into this clear-headed logic and build real,equal and emotionalconnections? BuildingonUnlockingGenZ2022and2024ChinaFocus.thedentsuZteam,across-disciplinarygroup of Gen Z creatives at dentsu,step in as both insiders andobservers.Inthe2o26edition,theydive intoGenZmicro-communitiesanddecodesixkeytrends reshaping young Chinese lives:from global issues and emotions to work.learning.entertainment,techand spending. A sharp.on-the-ground guide for anyone who wants to truly understand today's youth andspeaktothem inawaythatgenuinelyresonates. ForGenZ,"doinggood"isn'tasideproject;it'score totheiridentity.Theyseethemselvesasglobalcitizens,speakinguponworldevents,theplanet,andculturalshifts,andareemerging as anewwave ofcultural and social opinionleaders. RAISEDBYTHEWORLD Gen Z is stepping onto the world stage with unprecedented presence. They nolonger look up to the world, but face it eye to eye, leaning in, speaking up, and posi-tioning themselves as drivers of global change, not passive observers. KEYBOARDPOLITICS GRASSROOTSDIPLOMACY EVERYWHEREYOUTH AsChineseappsgoglobal,China'sGen Z and their peers worldwideare breaking throughgeographicand language barriers to build anewtwo-way cultural dialogue.WhenTikTokfacedoverseasbans.waves of"TikTok refugees"movedto Xiaohongshu. The hashtag#tiktokrefugee reached 4.56billion views. and the platformquickly launched translation toolsto help Chinese and internationalusers connect. Gen Zismore eager thanany othergeneration to step out into theworld, literally.During China's 2025NationalDay holiday.GenZaccountedfor32%ofoutboundtravelers.Forthem,travel isn't justleisure; it's a way to reconstructtheirworldview,experienceothercultures first-hand.and learn toembrace the unfamiliar.OnXiaohongshu, the hashtag "Youneed to see the world to have aworldviewhasamassed570million views,as GenZ usesrealjourneys to reconnect with theworld. TheinternetisGenZ'shometurfand politics has moved onto theirkeyboards.Onyouth-dominatedplatforms.timelines and commentsectionshave become"keyboardpoliticszones."wherethey decodeglobal affairs in real time. Political commentator@XiaoQhasattracted over 2 million followerswithaccessible,high-qualityexplainers on international issues.earningaplaceamong Bilibili'sTop100 Creators(UP100)of 2024 andsignaling Gen Z's appetite forserious current-affairs content. Amidmovements like'China-USpeople-to-people reconciliation"and"TikTokmigrants.stereotypesandinformationgaps are startingto fade. Young people are makingfriends asequals,sharing'cattax.treating posts as"English listeningpractice,and tradingjokes in thecomments.For China's Gen Z.itfeels like theforeign pen pal fromtheirschoolbooks-LiHua'soverseasfriend-has finallywrittenback. Documentarycreator@ShiPinDao,through the long-form seriesExploringtheWorld:ObservationalDocumentary.offerstwo-hourdeep dives into global cultures:more than 400.000 young usershave paid to watch,embracinglayered, multi-angle ways tounderstand the world. They're not just checking offcountries,they'refeeling the pulseofcitiesand micro-cultures:parkswings in Seoul,street corners inShibuya,everyday scenes inNewYork. These places have becomemust-visit landmarks in their sharedtravellanguage,inspiringnewslang like"Seoul Syndrome"and"New York Blues"to describe theLingeringemotionalpullthesecities leave behind. GTHEEARTHUNBURDENIING SPEAKINGUPFOROURFURRYFRIENDS Researchshowstheyseeenvironmentalprotection,animalwelfare,and sustainability as equally urgent.On the surface,they may joke,"Let the world burn."In reality,they're doing theopposite,making conscious choiceseverydayto protecttheonlyplanet wehave. Caringforanimals is a natural expression of empathy.They see animalsthroughsmalleverydayinteractions. They reject s