China's major consumption trends in 2023

City walks becoming popular

City walks have become a trending pastime for young Chinese in 2023. The walks involve immersive exploration of the city on foot to discover historic landmarks, cultural sites and unique spots.

This trend contrasts with the prevalent 'military-style' travel, a recent fashion among Chinese college students. It involves spending minimal money to visit multiple places during the weekend, seldom taking breaks or even sleeping. In essence, city walks emphasize a slower pace and an immersive urban stroll.

The phenomenon has become so widespread that there are more than 570,000 related posts on the social media platform Xiaohongshu. Paid organized walks have been springing up in major cities such as Beijing, Shanghai, Guangzhou and Chengdu, offering routes that range from around 10 yuan ($1.4) to more than 100 yuan in price.

Many people choose to plan their routes, exploring the city without any predetermined itinerary. Since July, local authorities in Beijing, Nanjing and Xi'an have been promoting classic city walk routes to the public.