In late 2025, a fresh wave of consumption is sweeping across the Chinese mainland. Once a straightforward transaction, buying a toy has evolved into an emotional experience, fueling what insiders call the "emotional economy."
Earlier this month, CGTN host Xu Qinduo and Clare Pearson, former chair of the British Chamber of Commerce in China, toured Shanghai’s Top Toy Global Flagship Store and No. 1 Department Store. They discovered crowded aisles lined with limited-edition figurines, anime-inspired art toys and interactive pop-ups that blur the line between shopping and storytelling.
From ACG culture—anime, comics and games—to cozy cat cafés, young consumers are prioritizing feeling over function. Scanning QR codes to share unboxing moments, trading collectibles in social hubs and snapping selfies with life-size characters have become rituals that strengthen community bonds.
This shift is rewriting the retail playbook. Brands are tapping into nostalgia, collaborating with local artists and dropping surprise releases to spark excitement. Retail analysts report that emotion-driven categories are among the fastest-growing segments of the year.
Beyond the Chinese mainland, echoes of this trend can be seen from Tokyo’s figure collectors to Europe’s nostalgia-themed pop-ups. For global citizens, entrepreneurs and digital nomads, the lesson is clear: emotional connections drive engagement and loyalty across borders.
As 2026 approaches, the trendy toy playbook offers a blueprint for any market. By blending immersive experiences, authentic storytelling and community-building, brands can unlock youth vitality and lead the next wave of consumer innovation.
Reference(s):
cgtn.com
