China’s Consumer Market Is Changing Fast: A Look at the New SOL China Consumer Trend ETF

 China’s consumer landscape is undergoing one of its most dramatic shifts in years. For a long time, high-end liquor, luxury goods, jewelry, and premium cars dominated the market. These purchases were often symbols of social status. But today, the center of consumption has moved toward something entirely different—personal taste, experience, self-expression, and enjoyment.

This shift, led especially by China’s MZ generation, is not just a temporary trend. It reflects deeper structural changes such as demographic shifts, income growth, urbanization, and rapid digital ecosystem expansion. In the middle of this transformation, Shinhan Asset Management has introduced a new ETF that aims to capture these emerging opportunities.

Introducing the “SOL China Consumer Trend ETF,” officially listed on Korea’s stock exchange on November 25. Unlike many of the recently launched China-related ETFs that focus heavily on AI, robotics, or cutting-edge technologies, this product highlights a different growth engine—China’s evolving consumer culture.

■ What Is the “New Consumption” Trend?

China remains one of the world’s largest consumer markets, but how consumers spend has changed dramatically over the past decade.

In the 2010s, people valued status. Today’s younger generation focuses on:

  • Collectible value — items that reflect personal taste or niche culture

  • Experience-driven spending — unique activities worth sharing on social media

  • Lifestyle-oriented choices — design, storytelling, and IP-based products

As Shinhan’s ETF division head Kim Jung-hyun describes,
“Chinese consumption is shifting from the era of Maotai to the era of Pop Mart.”
People now prefer to enjoy, collect, and share—rather than buy things solely to show status.

■ What’s Inside the SOL China Consumer Trend ETF?

This ETF consists of 10 carefully selected companies, categorized into three key consumer themes:

1) Collectible Consumption

  • Pop Mart — a global leader in art toys, driving the booming collectible culture among young consumers

  • Lao Feng Xiang (LaoFuGold) — merging traditional gold craftsmanship with modern, trendy designs

2) Experience-Driven Consumption

  • StarShine Holdings — a company that develops character IP, goods, and immersive themed spaces

3) New Lifestyle Consumption

  • Anta Sports — China’s No.1 sportswear brand and a major player in the wellness and active lifestyle boom

  • Alibaba Pictures, DPC Dash, Meituan-related lifestyle names, and other digital-based consumer companies

Rather than following the crowded tech-focused ETF trend, this fund zeroes in on companies that directly ride the wave of new cultural and lifestyle consumption in China.

■ Why Focus on China’s Consumer Trends Now?

Even with China’s broader economic slowdown, consumer-focused industries continue to show resilience. Key reasons include:

● Demographic changes

Younger consumers with stronger purchasing power and unique tastes.

● Rapid urbanization

More disposable income and increased spending on lifestyle services.

● Rising income levels

More willingness to spend on personal satisfaction.

● A highly digital consumption ecosystem

Social media virality, IP-based character goods, and immersive experiential spaces.

In short, China’s consumption growth is being fueled by structural transformation, not short-term cycles.

■ What Makes This ETF Attractive?

✔ A differentiated theme

Most China ETFs today are crowded around AI and robotics. This one explores a less saturated but rapidly growing theme.

✔ Direct exposure to China’s lifestyle evolution

The ETF focuses on companies that thrive on unique cultural shifts—collectibles, designs, experiences, and new lifestyle brands.

✔ Growth of IP-based and experience-centric businesses

Pop Mart, Anta Sports, and various digital lifestyle companies have demonstrated strong brand power across China and beyond.

■ Points to Keep in Mind

Of course, it’s still a China-themed ETF, so the usual considerations apply:

  • China’s economic fluctuations

  • Policy-related risks

  • Consumer sentiment volatility

  • A relatively small number of holdings (10), meaning higher concentration

Still, targeted exposure can also be an advantage when trends are clear and well-defined.

■ Final Thoughts: Investing in China’s New Generation of Consumer Culture

China’s consumer market has already entered a new phase.
Self-expression, collection, design, and experience are the core of this new movement.

The SOL China Consumer Trend ETF aims to capture that shift—focusing not on traditional industries, but on the brands shaping modern lifestyle culture.

For investors who want exposure to China but prefer alternatives to high-tech sectors, this ETF could offer a refreshing option.

It will be interesting to watch how this fund performs as China’s consumer dynamics continue to evolve.

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