A people-first approach to China — the marketplace and workplace in the decade to come.

Welcome to Young China Group

YOUNG CHINA IS THE FUTURE

To understand the market, you have to know the people.

There are more young people in China than there are in North America, Europe, and the Middle East combined – more than the entire populations of the USA and Canada combined. To understand consumption, innovation, or the direction of the country, you have to understand Young China: who they are, what they want, and how they see the world.

We focus on how evolving youth identity drives market, economic, and political impact.

ABOUT YOUNG CHINA GROUP

YCG provides a bridge of understanding between China and the rest of the world.

Young China refers to both the 700 million people under 40 in China as well as the country’s evolving identity on the world stage. Young China Group was formed to understand both, and to turn knowledge into practice.

We work with brands, businesses, investors, and governments to understand China from the ground up. We strive to bring empathy, research, and on-the-ground thinking to your China questions. Through qualitative and quantitative research and a persistently close-to-the-ground ethos, YCG offers a people-first perspective to questions that drive an evolving global dynamic.

TRUSTED BY BRANDS AROUND THE WORLD

WHAT WE DO

Focused on insights and action.

Insight Studies and Partnered Thought Leadership

Pioneering research that breaks new ground and makes news worldwide.

Strategy and Research

Translating theory into practice, we work with your team to develop strategy that fits this fast-paced market.

We range from thematic research to equity research.

Executive Briefings and Education

We work with executive teams and/or your clients to give your decision makers a deep and actionable understanding of China today.

INTRODUCING THE CHINA PREPAREDNESS INDEX™

Great teamwork is the difference between success or failure in China.

How is yours? Let’s find out.

We bring a quantitative approach to improving collaboration between your home and China-based teams to win the long game.

Improve Your China Teamwork

RECENT THOUGHT LEADERSHIP

China’s New Innovation Advantage

China is achieving a new level of global competitiveness, thanks to its hyper-adaptive population.
An article by Zak Dychtwald. Featured in the Harvard Business Review Magazine (May–June 2021).

KEYNOTE SPEAKING

Insightful, Engaging, Powerful.

Founder Zak Dychtwald has been invited to share insights on identity, consumption, and innovation on six continents with business leaders, global investors, local innovators, and NGOs.

LEARN MORE ABOUT SPEAKING TOPICS

Young China

How the restless generation will change their country and the world

“Engrossing…[Dychtwald]…writes with an infectious energy…To make sense of contemporary China, it is crucial to understand the varied aspirations, anxieties, fears and fantasies of the many millions of Chinese as big a group as the entire populations of some sizeable countries who were born after the year that soldiers killed protesters near Tiananmen Square. Young China provides an excellent starting point for doing just that.”

— The Wall Street Journal