France is famous for many things, most notably food, fashion and fine wines. But these associations only offer a surface-level view of what France is really all about. In reality, France in the 21st century is a dynamic blend of cultures, habits and ways of life, resulting in nuances that go far beyond the old stereotypes. France has a long history, full of deeply established habits, norms and values.

Many of these have shaped the traditional industries for which the country is best known. But technological advances, including the rise of the sharing economy, have shaken up the traditional. From new angles on food delivery to fresh approaches to tourism, and everything in between, what might these technology challengers mean for French industries, and how can brands adapt?