Chinese Gen Z’s latest obsession are murder mystery games—and luxury brands are taking notice.

Chinese Gen Z’s latest obsession are murder mystery games—and luxury brands are taking notice. In China, “scripted homicide” game Jubensha has become popular among the country’s youth, which is an “elaborated expanded Chinese take” on the Western board game Cluedo. The game is more than just a craze though, it’s a major marketing opportunity for brands to tap into. Some have already experimented with mystery experiences/games: In 2015, the Hermès Wanderland experience invited visitors to “revel in the unexpected” by exploring various rooms full of surreal props, while Salvatore Ferragamo launched online game Enigma last year, where players had to solve four mysteries while exploring Milan and learning about their SS21 collection. To best utilize Jubensha, luxury brands need to take into account the “core learnings about how young Chinese customers pursue interactivity and excitement” and translate that into store space and brand experiences like escape rooms or immersive exhibits. (Vogue Business)