Across the Chinese mainland, young consumers are pioneering a new emotional economy that prioritizes joy, connection and well-being over traditional needs.
Take playful collectables: from limited-edition blind-box toys to community-focused DIY kits, these items tap into shared experiences and nostalgia. Fans form online groups, trade figures and celebrate exclusive drops, turning every purchase into a moment of collective delight.
Equally striking is the rise of serene scents and wellness products. In bustling cities, a thoughtfully crafted candle or a scented diffuser offers a brief escape – a chance to recharge and cultivate calm. Brands are responding with mood-boosting fragrances and interactive packaging that invites users to slow down and savor the moment.
Data shows that this year, emotional value now rivals price and quality as a key driver of consumer decisions. By investing in personal well-being, young people on the Chinese mainland are reshaping the consumer landscape and inspiring brands to rethink product design and marketing strategies.
For global audiences and innovators, the emotional economy offers a blueprint: design with empathy, build community and prioritize experiences that resonate on a human level. In an ever-connected world, the next growth frontier may be the one that makes us feel joy.
Reference(s):
cgtn.com
