Rest, Reconnection, Travel and Thoughtful Gifting to Drive 2026 Chinese New Year Trends

Mintel’s “Look Ahead: Chinese New Year, China, 2026” reveals that the upcoming nine‑day Spring Festival holiday will redefine how consumers across China and the region celebrate the season. Expected to be the “longest CNY break in history”, it is setting the stage for celebrations centred on wellbeing, meaningful relationships, travel, and thoughtful gifting. 

Consumers are increasingly prioritising rest and personal wellbeing. Mintel research shows that 74% of Chinese consumers have holiday‑related concerns, with health worries such as overeating and having irregular schedules being the most prominent (31%). The desire for a restorative break is strong, with 44% describing the holiday as a time to rest and relax, surpassing traditional expectations of family visits (41%). Online discussions highlight personal pacing and boundary-setting as growing priorities, reflecting a broader trend toward reducing social pressure. 

Although family reunions remain important, their nature is evolving. Nearly half (49%) of consumers still intend to reunite with their parents during CNY, but younger people are redefining what these gatherings look like. Those aged 18-29 are taking a more proactive role in shaping family rituals, with many planning to introduce new activities for parents and elders (36%) and to purchase high-quality items that enhance their quality of life (50%). On social media, younger consumers are seen incorporating modern elements such as AI-inspired family photos, creative mini-games, and new gifting behaviours that refresh traditional customs. 

Travel remains a defining feature of the holiday. Consumers aged 30-39 have emerged as the most active segment, with the proportion planning to travel during CNY rising from 14% in 2021 to 26% in 2025. Domestic travel remains most popular, particularly to island and coastal destinations such as Sanya and Xiamen, which appeal to travellers seeking relaxation and a festive atmosphere away from home. Interest in outbound travel is also growing, with Hong Kong, Macau, Taiwan, Japan and Korea among the top destinations, followed by Southeast Asia. 

Gifting is becoming more personalised and health-focused. Consumers now choose gifts primarily based on the recipient’s preferences and wellbeing. Health‑related items (e.g. bird’s nest, ginseng, vitamins), food and drink products (e.g. snacks, tea gift boxes, fruit), clothing and shoes are among the most popular categories. Convenience plays a key role, driving greater reliance on instant delivery services and membership supermarkets for CNY shopping. Membership supermarkets saw a notable year-on-year increase in usage, rising from 33% to 46%, while instant delivery platforms have become essential for last-minute gifting—particularly for beauty and personal care products (40%), which are both practical and emotionally resonant. 

At a cultural level, CNY traditions remain deeply significant, yet consumers—including younger generations—are updating rituals through digital creativity. According to Mintel research, 43% of high‑income consumers (those with a monthly household income of RMB 24,000 or above) continue to show strong interest in traditional cultural activities such as temple fairs. Meanwhile, social media platforms such as Xiaohongshu (RedNote), younger users are experimenting with modern expressions, including cyber deity worship and playful reinterpretations of traditional offerings.