While confidence remained weak across major sectors to end the year, China’s foodservice industry consumers are looking forward to celebrating the upcoming Spring Festival. To align your strategies with their expectations, it’s critical to understand the factors consumers use for selecting restaurants during this holiday compared to others. This month’s China Consumer Sentiment Study highlights December 2025 performance and reveals what consumers are looking for in their Spring Festival holiday.

Highlights:

• Household income net growth continued its downward trend

• Consumer expectations to dine out in January 2026 was cautious

• Spending on apparel, footwear, and luxury goods showed a modest increase ahead of the Spring Festival holiday

• Spring Festival gatherings prioritize familiarity and experience