For Singles Day China’s young consumers are not only pursuing commodities but also seeking a dose of “emotional antidote”.
November 11th, with its four “1s,” is called “Singles’ Day” by China. This artificial festival supposedly celebrates single people, but in reality, it is a consumerist celebration with widespread online sales. Last year the Single’s Day sale volume was estimated at $156 billion. It has been prevalent in Chinese society for over ten years evolving, from vibrant discussions on single culture to transforming into a nationwide consumption extravaganza. This year, commodities providing diverse “emotional value” are highly pursued by the younger generation.
Raising stones and decorating bags
“I possess a pet stone named ‘Jinzi,'” said Chen, a post-2000s college student. According to him, having a pet stone is not timid in front of strangers or shedding, has no noise, and can offer emotional value. “Even if you neglect it for several days, it won’t fall ill. No matter your troubles, you can confide to it, and it will listen quietly.”
Like Chen, an increasing number of young people have begun to keep stones as their pets. A smooth stone with a pair of eye stickers attached to it, accompanied by a hat, a grass nest, and a “hand-held” broom forms the currently popular pet stone set. In addition to the pet stones themselves, peripheral products like special tea sets, clothing, and swimming pools for pet stones have also made their appearance. On social platforms, articles such as “How to Adopt a Pet Stone” and “Pet Stone Training Manual”, have received tens of thousands of likes.
Pet stones are just one of the signs that China’s youth are looking to more emotional purchases. On social media, #itabag (痛包) has been trending with more than 900 million views. “Itabag” is a type of backpack adorned with peripheral products like badges and dolls of anime characters. Its distinctiveness resides in the transparent interlayer on the exterior of the backpack, allowing the backpack owner to exhibit their beloved anime elements to the public and thereby highlighting their individuality. “Ita” means “strange and exaggerated” in Japaness, while decorating itabags is originated from Japan’s ACG culture.
For Sissi, another post-00s, strolling on the street with a “itabag” can resonate with like-minded people without saying a word. “Young people are more in need of spiritual and emotional companionship. Adorning a ‘itabag’ brings us happiness and satisfaction. Carrying a ‘itabag’ when going shopping has become the best remedy for us to ease anxiety and loneliness.”
Searching for a moment of relaxation and ease
Besides, young Chinese have looked to “transforming the workstation” as a way to make work more bearable.
“I spent a few hundred yuan(RMB) to decorate my workstation nicely. Now I am in a much better mood every day at work,” said Li, a citizen from Beijing. She equipped herself with a colorful mechanical keyboard, replaced the beautiful flowerpots of the green plants with new ones, and placed all kinds of trendy toys and figurines. “By changing to the styles I like, I can have a good mood every day. Emotional consumption enables me to enjoy a moment of relaxation and comfort and rejuvenate my spirit.”
Pressure in various aspects such as study, work, and marriage makes young people need more comfort and encouragement. When products like pet rocks or transforming their workstation aren’t enough, some struggling young people will look to purchasing emotional support. The “tree hole listening” service which is an online platform for secrets, private matters and conversations. “I don’t want to worry my family, and there are no friends around me in the same situation. My negative emotions need a ‘trash can’ and I also need someone to encourage me.”said duoduo. She works in Beijing, far away from her hometown.
Similar services like “emotional confession corner” “wake-up and sleep-soothing service” “comfort for a broken heart” have become increasingly popular.
These “emotional commodities” are not merely material entities but also the spiritual sustenance of young people. Whether a moment of pleasure or long-term spiritual support, young people are looking for ways to deal with the stressful challenges of life.
New scenarios and new business forms
The new consumption concept that young people are enthusiastic about paying for emotional value constantly creates new consumption scenarios. At the same time, it gives rise to a series of new offline business forms. The “2024 China Youth Consumption Trend Report” reveals that nearly 30% of the interviewed young people will consume to heal their bodies and minds because of emotional value.
The “2024 China Consumer Trends Research” released by McKinsey indicates that 64% of consumers place greater emphasis on spiritual consumption, and young consumers attach even more significance to spiritual consumption.
A white-collar worker remarked, “When work pressure is high, I will opt to engage in some handicrafts like knitting, pottery making, and flower arrangement. These manual activities not only help me relax my mood but also enable me to experience the joy and sense of achievement that comes with creation.”
The Post-90s consumer Li has a particular penchant for healing services. “I frequently go to experience mindfulness meditation and aromatherapy SPA. These services enable me to break away from the busyness of work, focus on the present moment, and feel the relaxation and tranquility of both body and mind.”
Experts note that young people’s pursuit of the “emotional value” of products and services reflects consumers’ pursuit of a high-quality life and happiness. It also mirrors changes in social culture and consumption concepts. At the same time, this new consumption concept will continuously prompt businesses to create new consumption scenarios and form a unique emotional economy.
Written by Chen Wang with additional editing by Robert Postings, additional reporting by CNS and Economic Daily.
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