Hong Kong used to be the undisputed shopping destination of China, but it is now facing fierce competition from Hainan province.

Mainland Chinese visitors to Hong Kong used to flaunt Hermes handbags in shopping malls for social media photos. These days, the most popular kind of post is a tourist holding a McDonald’s takeout bag on a quiet street in the city’s Mid-Levels district named MacDonnell Road.

Hong Kong is welcoming a new kind of post-pandemic Chinese tourist, who instead of splurging on luxury items now opts for more low-key activities.

The changes in travel habits, brought on by a younger generation of social-media users, come as the Chinese economy weakens, with younger people in particular adjusting their consumption patterns as youth unemployment remains high.

Hong Kong used to be the undisputed shopping destination of China, but the city is now facing fierce competition from Hainan province.