When we talk about China’s cinema market, the conversation usually starts with box office numbers.But who is actually going to the cinema? China recorded nearly 800 million cinema admissions by early October 2026, and few interesting findings from recent industry data: 🎬 Cinema isn’t just for younger audiences. During the summer season, moviegoers aged 40+ accounted for nearly 26% of admissions, a record high. 🎬 Women remain the majority, but different films attract differe

Happy Mid-Autumn Festival! 🥮 It's a time for togetherness and sharing. For many young Chinese travellers, it also marks the start of one of the longest travel periods of the year. This year, the three-day Mid-Autumn break runs straight into the seven-day Chinese National Day holiday. With three days of leave, travellers can turn it into a 13-day trip. Over the past two weeks, several brands have asked me: "Is it too late to do something for Golden Week?" For a campaign, mayb