With the growing presence of Chinese tourists, international students, and immigrants, the European market is witnessing the rise of a consumer segment with tremendous potential. Gen Z, born between 1995 and 2009, represents the largest generational cohort worldwide and is set to become the driving force behind global consumption by 2030. Their spending habits, aesthetic preferences, and digital dependence are profoundly influencing global markets. At the forefront of outbound travel , this generation not only drives rapid growth in global tourism but is also reshaping Europe’s tourism and retail landscape with its unique behavioural patterns.

According to research from Trip.com Group, millennials (born in the 1990s) and Gen Z now account for 40% of China’s outbound travel market, with Gen Alpha (born after 2010) contributing an additional 29%. This data underscores a pivotal shift: Gen Z consumers have evolved from a “potential market” into a demographic with “real purchasing power.”

Known for their economic independence, adventurous spirit, and demand for personalised experiences, as a generation shaped by digital experiences, Gen Z is transforming how European businesses approach content marketing. For this audience, authentic brand narratives, cultural relevance, and tailored engagement are pivotal in influencing their buying behaviour and fostering brand loyalty. So, how can European businesses implement effective content marketing strategies to attract this key demographic?

Content marketing strategies to attract Gen Z consumers

Targeting content on China’s leading social media channels

The digital ecosystem in China is distinct and separate from the global platforms that dominate markets in the West, such as Instagram and Facebook. Access to these global platforms is limited, meaning that to effectively engage with Chinese consumers, European businesses must focus on local platforms that cater specifically to this audience.

Gen Z, the key demographic in China’s digital economy, is highly active on platforms like WeChat, XiaoHongShu (Little Red Book/Rednote), and Douyin (TikTok’s Chinese version). As digital natives, they value authenticity, creativity, and personalisation. To effectively engage them, brands should create content that resonates with these values and aligns with their unique behaviours. Embracing short videos, live-stream shopping, and interactive content is essential. Partnering with KOLs (Key Opinion Leaders) or KOCs (Key Opinion Consumers) can enhance product credibility, while hosting activities like challenges can inspire UGC (User Generated Content), increasing brand visibility and fostering organic reach.

Harnessing cultural relevance through Storytelling

Blending a brand with culturally resonant storytelling can elevate its identity and forge a deeper emotional connection with consumers, especially Gen Z, who value creativity and cultural significance.

A striking example is Prada’s collaboration with Blossoms Shanghai, a 2024 TV series directed by Wong Kar Wai. Set in 1990s Shanghai, the series captivated audiences with its visually stunning cinematography and nuanced exploration of emotions during a transformative era. Prada aligned itself with this cultural milestone by designing bespoke outfits for the character “Lingzi,” seamlessly integrating its brand into the show’s nostalgic yet aspirational aesthetic.

This collaboration didn’t stop at costume design. Prada also released a limited-edition collection inspired by the TV series, including dresses and coats that embodied the show’s sophisticated essence. By immersing itself in a story rich in cultural and emotional depth, Prada elevated its brand narrative and allowed consumers to connect with a piece of the show’s identity. For Chinese audiences, this strategy reinforced Prada’s relevance in both contemporary culture and personal expression.

Cross-Brand collaborations

Cross-brand collaborations are a powerful way to captivate younger consumers. When luxury brands partner with emerging favourites, synergy often delivers remarkable results. For instance, HEYTEA’s collaboration with Fendi showcased how partnerships can break boundaries, deliver fresh and exciting experiences.

Fendi tapped into HEYTEA’s innovative tea culture, making the luxury brand more accessible while simultaneously elevating HEYTEA’s value through Fendi’s premium image. This strategic “high-low” collaboration generated a win-win situation, as evidenced by the impressive results:

  • Fendi’s WeChat search index soared from 800,000 to 23.8 million—a 30x increase.
  • HEYTEA’s WeChat search index jumped from 10 million to 36 million, growing 3.6x.

This case illustrates how culturally relevant collaborations can boost visibility, expand audiences, and redefine brand positioning—key strategies for European businesses targeting Chinese Gen Z consumers.

Authentically embracing Chinese culture

China’s rich cultural heritage offers brands an abundant source of inspiration, but it also demands a nuanced understanding. Superficial use of traditional symbols or colors risks being perceived as inauthenticor as tokenism, particularly by Gen Z consumers who have a keen eye. In contrast, a deeper appreciation of cultural elements can earn genuine respect.

A standout example is Loewe’s 2024 “Jade Collection.” Collaborating with three renowned jade carving masters, Loewe masterfully showcased Eastern aesthetics, emphasising craftsmanship—a core value of the brand—while seamlessly integrating the intricacy and depth of Chinese culture into its designs. This strategy, blending respect and innovation, earned widespread acclaim and helped Loewe establish itself as a culturally attuned, high-end brand in the Chinese market. The key lies in uncovering the deeper meanings behind cultural elements and harmonizing them with brand values to create products and experiences that are both culturally significant and uniquely distinctive.

Data-driven optimisation

Data analysis is essential for optimising content marketing campaigns. Brands should continuously monitor performance across platforms using tools like WeChat’s backend analytics and XiaoHongShu’s engagement metrics. By analysing these insights, businesses can identify the most effective content formats, posting times, and promotional channels. This data-driven approach allows brands to make informed decisions, fine-tuning their strategies to better engage their target audience. Additionally, A/B testing and experimenting with creative formats—such as videos, polls, and live streams—can provide real-time feedback, ensuring brands stay relevant and ahead of emerging trends in the fast-moving digital ecosystem.

Summary

Content marketing is a powerful tool for European businesses seeking to engage Chinese consumers, especially Gen Z. Through brand storytelling, cross-brand collaborations, culturally relevant expressions, and precise targeting on local platforms; companies can stand out in the competitive market. Moreover, leveraging data-driven optimization allows brands to achieve long-term impact by continually refining their content strategies, meeting consumer needs with precision, and maximising the efficiency of their marketing resources.

Contact us today to craft a tailored content marketing strategy that will help you maintain competitiveness and capitalise on emerging opportunities in an ever-evolving market.

*The acquiring services are managed by PayXpert Spain for European Union and PayXpert Ltd for UK. More details about the products and services offered by PayXpert are accessible via their official website in Spain (www.payxpert.es)