A Generation of Contradictions Unlocking Gen Z 2022：China Focus 01

Follow us dentsu Z

for a window
into the world
of Gen Z!
Chris Chen
dentsu Z
 02

A Generation of Contradictions

INDEX
Unlocking Gen Z : China Focus
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 03

A GENERATION OF CONTRADICTIONS
A Generation of Contradictions Unlocking Gen Z 2022：China Focus
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 05

NATIONAL
PRIDE

“
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 06

THE NEW BUZZ WORD:

INVOLUTION
“
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 07

CULTURAL
SHIFT

“
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 08

A FORCE
“
FOR GOOD
”
A Generation of Contradictions Unlocking Gen Z 2022：China Focus
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 10

TECHNOLOGY
“
BREAKING
BARRIERS ”

5G+AR+VR AI+CG+Livestreaming 5G+Gaming

 A Generation of Contradictions Unlocking Gen Z 2022：China Focus
11

DIGITAL
DOPPELGANGERS

“
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 12

DECENTRALISATION2.0

“
”
A Generation of Contradictions Unlocking Gen Z 2022：China Focus
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 14

A FANDOM
“ FOR
EVERYTHING

”
A Generation of Contradictions Unlocking Gen Z 2022：China Focus 15

FRAGMENTED
VIEWING

“
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 16

NICHE
IS MASS “
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 17

THE GAMING
ECOSYSTEM

“
”
A Generation of Contradictions Unlocking Gen Z 2022：China Focus
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 19

GEN Z WISDOM

”
“
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 20

SAVING...
“ AND SPENDING
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 21

COMFORTING
CONSUMPTION

“
”
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 22

UNIQUE
“ DIGITAL

”IDENTITIES
 A Generation of Contradictions Unlocking Gen Z 2022：China Focus 23

Conclusion

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Keita Ishikawa

https://www.iimedia.cn/c400/79469.html

https://www.iresearch.com.cn/Detail/report?id=3580&isfree=0

https://www.mob.com/mobdata/report/120

https://www.iresearch.com.cn/Detail/report?id=3829&isfree=0

http://jingji.cctv.com/2020/05/04/ARTI9vQ47ltGNz5l7R1qj6L3200504.shtml

https://www.mob.com/mobdata/report/144

http://www.cnnic.cn/gywm/xwzx/rdxw/20172017_7084/202109/t20210923_71551.htm