Reverse Cross-Border Shopping: Foreign Tourists Shift to Tech and Daily Goods, Chinese Brand Net Trust Reaches

In the past, Chinese tourists snapped up rice cookers and luxury goods overseas. Now, foreign tourists arrive in China with empty suitcases to buy smart wearables, guochao (China-chic) clothing and household necessities. Their shopping lists have shifted from cultural souvenirs such as tea and silk to tech products like foldable phones and AI glasses, as well as guochao bags, designer apparel and smart small appliances. These items are worn and used daily by foreign visitors, showing that Chinese products have become embedded in the daily lives of overseas consumers.

Chinese manufacturing and brands have shifted from original equipment manufacturing to independent design through sustained R&D investment, building a complete industrial chain advantage. The 2025 China Brand Global Trust Index, published by Ipsos, shows that in 2025, net trust in Chinese brands in developed markets moved out of negative territory for the first time, with the trust ratio rising to 36% and global net trust reaching 32%, indicating a steady rise in the international influence of Chinese brands.

The generational shift among inbound tourists underpins this change in consumption. Younger generations learn about China through global social platforms and prepare shopping guides before arriving, moving from incidental purchases to targeted buying. They value practicality, design and social appeal, elevating shopping from a sightseeing sideline to a core travel purpose.