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Guochao is the trend in China denoting the behaviour of young consumers who buy local luxury brands rather than French or Italian labels. “They’re China’s Generation Z and they’re shaking up shopping,” according to a Bloomberg report.

There are signs that the 270m Chinese consumers from Generation Z – defined as those born in or after the late 1990s – are prepared to buy their nation’s own brands. Some patriotic and nationalistic youngsters do not like being lectured by Western firms such as Nike over human rights. The company was among those that suffered a backlash when it expressed concerns about forced labour in China and abuses against the Uighars.