Step aside #Hotgirlwalk🚶♀️, #Softhiking's 🥾 coming through
This week, we...
Get a taste of what special forces tourism means according to the youths in China, embrace mindfulness and gentle exploration for personal growth and well-being through #softhiking, queue for hours for the latest bakery drops and more!
Enjoy, BBH
Driven by Gen Z’s desire for a good challenge, Chinese youths have invented special forces tourism - turning jam packed travel itineraries into almost impossible missions. Dive deeper here.
With the growing emphasis on mental health, youths have created #SoftHiking, where it’s all about going at your on pace and focusing on taking in nature. Basically less pressure, more presence. Dive deeper here.
Bakery lines in NYC gain cult following; pastry chefs evolve as destinations. Dive deeper here.
And more in our full deck…
Drake and The Weeknd’s Viral Collab - through AI
China’s youth Rattling Traditional Career Paths
Decodifying Subtle Merch