Looking for more than just stuff? Welcome to the emotional economy! On the Chinese mainland, today’s youth are rewriting the rules of spending 🌈. Instead of shelling out only for basics, they’re investing in feelings—from cozy collectibles to calming scents.
What’s the emotional economy? It’s a consumer wave where brands sell vibes, not just products. Imagine an adorable plush toy that doubles as a mini speaker for your favorite playlist, or a hand-poured candle drenched in jasmine tea notes—each purchase is a mini self-care ritual 🧸🎶🕯️.
Brands are tapping into this trend with:
- Limited-edition drops that spark community buzz 💥
- Story-driven packaging that feels personal 📦✨
- Collabs with influencers who champion mental wellness 🌿
It’s not just a mainland thing—feel-good spending is catching on across Asia. In Mumbai, Seoul and Jakarta, young people are curating mood-boosting experiences too. Whether it’s a matcha-scented candle in Tokyo or a pastel-colored stress ball in Bangkok, the message is the same: happiness is the new status symbol.
For brands and entrepreneurs eyeing this market: think beyond features. Craft stories, spark connections, and offer moments of delight. After all, in 2025, feelings are the ultimate currency 🪙💖.
Ready to join the movement? Next time you shop, ask yourself: “What joy am I buying today?” 🎉
Reference(s):
cgtn.com
