Why China’s millennials and Gen Z are saying ‘I do’ to Instagram and WeChat weddings

While the rapid development of Chinese society is a truism that gets rolled out in many China-related articles, it is also true that the country holds tight to traditions, beliefs and social norms.

Still clutched tightly in the grasp of this cultural trifecta are all things related to the family unit, especially marriage. We are seeing an evolution of wedding ceremonies in China, thanks to social-media savvy Chinese millennials and Gen Z.

But what exactly do these brides and grooms want on the biggest day of their lives?

Digital ‘I do’

Going digital is a big factor in Gen Z weddings. While WeChat and gamification might usually be talked about when it comes to experiential retail, young Chinese just cannot get enough gaming and enjoy it so much that they want it to be a part of their wedding day, too.

With a huge screen set up at the front of the ballroom, wedding guests are asked to scan a QR code to play various forms of interactive games – such as shaking their phones to take part in an on-screen race or answering funny questions about the bride and groom – with prizes to be won and everyone getting involved in the fun.

“Gamification is a way to prompt greater interaction from guests. Hosting games on WeChat and offering prizes lends a fun moment for people to remember,” says Neil Li, resident manager at Jing An Shangri-La in Shanghai.

Looking specifically at what millennials like, Li explains what “unique” really means to this demographic.

“Guests want a unique wedding these days. Millennials look further out of the box and, rather than simply choose from a range of selections, prefer lavish, bespoke designs that will solely be used for the wedding dinner, such as floral arrangements that are built onto enormous structures. To create their dream look, they spare no expense.”

From dress to destination