In this episode of The Negotiation, host Todd Embley welcomes back Olivia Plotnick, Founder of Wai Social and one of the most insightful voices on Chinese consumer culture and digital marketing.

Olivia recently embarked on a remarkable journey across 32 cities in China over 60 days, immersing herself in the country’s diverse regional cultures and uncovering how people live, shop, and connect with brands today. From Tier 1 cities like Shanghai and Beijing to emerging urban centers, Olivia shares her firsthand observations of the evolving Chinese consumer landscape — revealing both common threads and striking regional contrasts.

The conversation explores the resurgence of offline retail, the growing influence of local brands, and what international businesses can learn from how China’s next generation of consumers engage with products, experiences, and storytelling. Olivia also reflects on her favourite moments from the road and offers advice for brands and travellers alike seeking an elevated understanding of today’s modern China.