US Media: Why the Emotional Economy is Flourishing in China

How AI and Emotional Consumption Become a Source of Comfort for Adults

An article from CNBC on March 22nd, originally titled: “More Than Just Buying Things”: Why China’s Emotional Economy Is Booming
From Sichuan, China, 28-year-old Ms. Zhou has collected a variety of Moomin products, including bags, cups, and ornaments featuring the cartoon character from Finland that resembles a white hippopotamus. These are items she has collected over the years. She says that while others might see these purchases as somewhat “childish,” “treating myself to something fun is also a kind of pleasure.”

Ms. Zhou is not an isolated case. Analysts and official data show that Chinese consumers are increasingly inclined to buy products and experiences driven by emotional resonance rather than practical value. This consumer trend is now gaining attention from Chinese businesses and the government.

Ashley Dudareneck, founder of digital consulting firm ChoZan, states, “People aren’t just buying things. They’re buying emotions, a sense of belonging.” Related consulting agencies predict that as Chinese consumers’ demand for emotional comfort and spiritual satisfaction grows, the emotional economy market in China will exceed 4.5 trillion yuan by 2029, nearly doubling the size in 2024.

There are differing opinions among analysts about the reasons behind the growth of China’s emotional economy. The most common explanation is that emotion-driven consumption is a response to stress. Some analysts believe that macroeconomic trends in China, such as improvements in product quality, mean that the replacement cycle for basic and high-priced goods is lengthening for ordinary Chinese consumers, freeing up funds for other expenses.

Policy makers aiming to stimulate consumer demand have taken note of this divergence. For example, the Chongqing municipal government first emphasized the role of the emotional economy in its 2026 government work report. Chinese companies have also begun to “reassess their value propositions,” with many exploring how to adapt to this trend of emotion-driven consumption. This touches on a growing consumer desire for experiences. Ms. Zhou says, “For me personally, buying these seemingly ‘childish’ items brings a comforting sense of returning to childhood. It’s a safe and nostalgic way to reconnect with the adult world.” (Author: Evelyn Cheng, Translated by Qiao Heng)