For a long time, working around the clock – from 9 to 9, six days a week known as the 996-rule – was common in China’s startup working culture. But those times are changing, says SOSV managing director William Bao Bean, a leading voice in China’s startup scene to the BBC. “China has moved from a society that was told what to do, to one that is doing what it wants to, and that’s also a millennial thing,” he says.

A new generation is emerging to set their mark on China. Marketing veteran Tom Doctoroff looks at the relative newcomers, and how they differ from past generations, for state-owned TV station CGTN. “Post-90s are proudly patriotic, they want to see a strong China,” he says.

A growing movement of consumers buys less, but focus on experiences. And, surprisingly, Chinese consumers follow that minimalistic trend, says Shanghai-based business analyst Shaun Rein in Knowledge CKGSB.

Communication in China has changed into a completely different ball game, most Western visitors fail to get. Especially the blurring line between personal and business communication is key to understand, says business analyst Shaun Rein at Knowledge CKGSB. For example for recruiting.

The first wave of Chinese consumers has always been hard to get: prudent, and worried about their future. Beida business professor Jeffrey Towson describes at his weblog how the millennials have become an altogether different breed of consumers. On brand loyalty, emotion and confidence.

For long China was the world´s working place with thousands of workers toiling away in dirty workshops. But China´s youngsters do not want to work in factories anymore, says business analyst Shaun Rein, author of The End of Copycat China: The Rise of Creativity, Innovation, and Individualism in Asia, to MIT Technology Review. In stead, robots take over.

Reforming Chinese soccer has been one of the pet projects of president Xi Jinping. But despite much political goodwill and millions moving ahead, results have been poor, says Beijing-based soccer expert Rowan Simons in a wide-ranging interview with the South China Morning Post, looking at his grass-root experiences in Beijing.

A fast changing China has produced highly different generations, although the concept of individualism is even for the generation from the 1990s mostly Western wishful thinking, argues China veteran Tom Doctorof, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer at the Asia Society. Why rebels are not appreciated in China.

American companies and stores like KFC and Apple faced angry crowds after an international court ruled against China on its South China Sea policies, even smashing their iPhone’s. A protest that went even too far to China´s government. It is mostly the younger who are more nationalistic and patriotic, says retail analyst James Roy to AP.

Author Alec Ash published after four years of study Wish Lanterns: Inside the Young Lives of China, documenting the life of the millenniums in China. Journalist Ian Johnson of the New York Times sat down with him to discuss how they are bringing change to China.