China is experiencing a live music boom like never before, with young people leading the charge. The Ministry of Culture and Tourism estimates that a record 350 million domestic trips will be made during this year’s Labor Day holiday, marking a 15% increase compared to the same period in 2023.
Driving this surge is a thriving cultural economy. Concerts and music festivals across the country are selling out, reflecting an unprecedented demand for live entertainment. Gone are the days when young consumers chased only affordability. Now, they seek cultural experiences that resonate with their aesthetic tastes and emotional connections.
Ali from CGTN recently sat down with industry pioneers Vision Fan, creator of Music Vanguard, and Vanessa Chen, partner and producer of the Bubbling Boiling Music & Arts Festival. They discussed how China’s cultural consumption landscape is evolving in the age of Gen Z, who have become a new driving force behind market trends.
“The younger generation values experiences over possessions,” said Vision Fan. “They are looking for events that not only entertain but also align with their personal identity and values.”
Vanessa Chen added, “Music festivals have become a platform for self-expression and community building. It’s exciting to see how this shift is shaping the future of cultural consumption in China.”
As live music becomes a cornerstone of youth culture, China’s entertainment industry is adapting to meet the demands of a generation that prioritizes meaningful and immersive experiences.
