The Changing Sports Landscape for Chinese Youth

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This chapter investigates the growing involvement of young people in sports in China, focusing on the influence of parental encouragement and interest in non-traditional sports. It reflects on the cultural shift toward diverse athletic activities and examines the younger generation's engagement with sports entertainment compared to their predecessors.

A few surveys and reports from recent years reveal evidence of a drop-off in youth engagement with live sport, which is now seen as an ample and growing phenomenon that raises concerns among leagues, sports media rights owners, and media organizations. How is Generation Z's relationship with sports content changing? Have they truly lost interests in live sports? And what will it take for sport events to attract Gen Z eyeballs? / Unique convenience store cultures around the globe (16:50). On the show: Niu Honglin, Steve Hatherly & Tianyu.