What does Following The Yuan do?

Following the Yuan is a business publication and Substack newsletter founded in 2022 by Yaling Jiang. With a focus on original reporting and analysis, it explores how and why Chinese consumers spend their money, particularly during economic downturns. The publication aims to provide insights that go beyond traditional earnings calls and market reports, addressing gaps in coverage from Chinese state media and other sources. The core offering is a newsletter that delivers insights into Chinese consumer lifestyles and trends. It covers various topics, including cultural perceptions and economic changes. Following the Yuan also features a monthly podcast that discusses trends in sports and fitness in China. In September 2023, the publication launched a paid subscription plan that includes specialized columns for deeper analysis. With over 5,000 subscribers, it has quickly established itself as a valuable resource for business and financial audiences interested in the world's largest consumer market.