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Experience the bold defiance of youth in Shenzhen rejecting traditional wedding gift cash envelopes. Delve into the struggles of multi-brand boutiques in China and the unique challenges they face in a competitive market. Join Heyang, Ding Heng, and Josh Cotterill in exploring the evolution of gifting culture and the fight against societal norms.
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- Young individuals in Shenzhen are challenging the tradition of giving red envelopes at weddings, sparking online debates.
- Multi-brand boutiques in China struggle due to lower profit margins, limited inventory options, and the need to focus on local fashion trends to stay relevant.
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Challenging Wedding Red Envelope Tradition in China
A small but bold group of young individuals in Shenzhen are disrupting the tradition of giving red envelopes filled with cash at weddings. This act of resistance sparked online discussions but remains limited due to the deep-rooted social norms and complexities associated with gift money. The practice originally aimed to alleviate financial burdens, but over time, it has evolved into a socially intricate obligation tied to social connections and face.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode