Chinese Travel Shopping Trends Seen on Short Videos
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- Source：The Silk Road Echo
If you're trying to understand where Chinese travelers are spending their money abroad, look no further than short video platforms like Douyin and Xiaohongshu. These apps aren't just for dance challenges — they've become the go-to source for real-time travel shopping trends across Asia, Europe, and beyond.
As a local shopping guide who's worked with over 200 tourists in the past year alone, I’ve seen firsthand how influencer-driven content shapes buying behavior. From luxury skincare to limited-edition snacks, short videos are turning casual trips into targeted shopping missions.
Why Short Videos Rule Travel Spending
A 2023 report by QuestMobile found that 68% of Chinese users aged 18–35 rely on short videos when planning overseas purchases. That’s up from just 43% in 2021. Why? Because seeing someone unbox a product at a Tokyo pharmacy or compare Chanel prices in Paris feels more trustworthy than any brochure.
The rise of travel shopping trends through video content has also boosted demand for 'local insider' tips — things like tax refund hacks, store opening times, and even which cashier gives extra samples.
Top 5 Products Driving Overseas Purchases (2024)
| Product Category | Most Popular Brands | Avg. Savings vs. China Price | Hot Destinations |
|---|---|---|---|
| Luxury Skincare | La Mer, SK-II, Sulwhasoo | 25–35% | South Korea, Japan, Hong Kong |
| Designer Handbags | Hermès, Chanel, Dior | 15–20% | France, Italy, UK |
| Health Supplements | Blackmores, Fancl, Nature’s Way | 30–50% | Australia, Japan, Singapore |
| Confectionery & Snacks | KitKat Chocolatory, Royce Chocolate | N/A (souvenir-driven) | Japan, Switzerland |
| Electronics | Sony, Dyson, Panasonic | 10–25% | Japan, Germany |
Data shows Japanese pharmacies and Korean duty-free stores are winning big. For example, a recent viral Douyin clip showing a travel shopping guide buying three SK-II facial treatments for the price of two in Seoul reached over 2 million views in 48 hours — and local sales spiked by 18% that week, according to Lotte Duty Free.
Smart Tips from a Local Guide
- Go early: Top products sell out fast — especially limited editions featured in trending videos.
- Use WeChat Mini Programs: Stores like DFS and Shinsegae now offer real-time inventory checks and QR code discounts.
- Ask for VAT refunds: In Europe, you can reclaim 10–15% — but keep your receipts organized!
The bottom line? If you’re traveling soon, check the latest travel shopping trends on short video platforms before you pack. It might just save you hundreds — or help you score that must-have item before it’s gone.