Authenticity wins

Are you tired of livestreams filled with over-the-top praise and slick sales pitches, only to be disappointed by the actual product? This sentiment resonates deeply with many online shoppers.

Now, a fresh wave of Gen Z livestreamers is revolutionizing the e-commerce landscape by embracing what fans have dubbed "gushing honesty".

Instead of sticking to brand-approved scripts, they prioritize genuine care for their followers, sharing both the pros and cons of each item based on their own real experiences.

Some livestreamers take it a step further. With backgrounds in chemistry or biology, they apply scientific methods to support their claims. Whether it's testing skincare products on sensitive skin or examining antibacterial pads under a microscope, each episode often takes several weeks to complete.

On Xiaohongshu (RedNote), a popular Chinese lifestyle-sharing platform, these authentic livestreams have gone viral, driving strong sales and rapidly growing fan bases.

This shift reflects an evolving trend in livestream commerce, where transparency and trust matter more than hype.

As People's Daily put it: "Gimmicks have no future. Sincerity is key. Livestream e-commerce can only thrive sustainably by embracing fair competition as its foundation and consumer trust as its guiding force."

Ugly chic

For decades, high heels have been seen as the ultimate symbol of modern femininity — a hallmark of elegance, beauty, and sophistication. But for many young people in China today, that image is changing.

Instead of heels, a growing number of young Chinese are turning to so-called "ugly shoes" — footwear that's practical, quirky, and unapologetically comfortable.

These shoes come in all shapes and styles, from toe-split designs to five-finger soles and even mesh-like slippers. Still, the favorites among urban youth remain Crocs, Birkenstocks, UGG boots, and chef clogs — affectionately nicknamed the "four seasonal guardians" online.

The primary appeal of these shoes lies in their comfort. Take Birkenstocks as an example: their signature cork footbed, crafted from layers of cork, jute, and latex, is praised for becoming more form-fitting with every step.

"They're the most comfortable shoes I've ever worn," wrote one user on Xiaohongshu (RedNote). "It feels like my feet are being gently hugged."

But this trend is not just about comfort. In a world saturated with filters and flawless fashion, ugly shoes represent a quiet rebellion. They challenge conventional beauty standards and promote a more relaxed, authentic way of dressing.

By embracing what was once considered unfashionable, young people are proving that style doesn't have to come at the cost of sore feet — and in doing so, they're redefining what it means to be truly stylish.