# Gucci

The Youthification Trap: Why China’s Heritage Brands are Failing the Gen Z Litmus Test

China's legacy and luxury brands are facing a crisis as 'youth-focused' marketing campaigns fail to translate into sales or brand loyalty. From Moutai's viral latte to luxury car crossovers, the focus on short-term social media buzz is diluting long-term prestige while failing to capture the authentic interest of Gen Z consumers.