While in the United States it is difficult to go through a day without reading about another industry that the Millennials have supposedly murdered the same concerns don’t hold true across international lines. In fact, in China, quite the opposite trend seems to be the case.

Called the Young Generation, this group includes those born in the 1980s, 1990s, and early parts of the 2000s. And according to Boston Consulting Group, a management advisory firm, this group is about to become a dominant force in the country’s consumer market.

Why? The reason is that despite a slowing economy these young people actually consume more than their elders, mainly due to the fact that Chinese older than 35 found frugality to be a good match for the periods of financial and political instability that plagued China in the past. The young generation, instead, not only spends more, they spend more across a wider range of product categories than older generations.

Even more interesting is the fact that the young generation tends to be more brand conscious and more likely to travel overseas, which means that American businesses have a better chance of expanding their markets into China if they can appeal to that demographic. According to studies Chinese consumers aged 18 to 35 were aware of 20 skin-care brands, while U.S. consumers in the same age range were aware of 14 on average. Combined with the fact that e-commerce is a fast growing market in China, especially mobile e-commerce, the ability for international companies to develop profits further in China is growing exponentially.

However, while first-time buyers of goods in emerging markets tend to trust well-known international brands at first, Weforum argues that as the market develops these purchases tend to be replaced by local and home grown brands. This seems to be already happening in some markets in China, which might make it harder for international companies to gain market share.

Whatever happens, it looks as if the market stands to change quite a bit in China in the years to come. And as consumers there start to demand more out of their market it wouldn’t be surprising to see American companies start to cater to their tastes.