Translation. Region: Russian Federation –
Source: People's Republic of China in Russian – People's Republic of China in Russian –
An important disclaimer is at the bottom of this article.
Source: People's Republic of China – State Council News
Guangzhou, December 21 (Xinhua) — For many Chinese teenagers, the morning decision of "which stuffed animal to take home today" has long been more important than their choice of clothing. This seemingly simple gesture reflects profound changes in consumer behavior, where tiny accessories have become a unique language of self-expression and a new driver of the "emotional economy."
At the MINISO LAND store on a pedestrian street in Guangzhou, Guangdong Province, southern China, this trend is evident: an entire wall is dedicated to a collection of pendants – from classic characters from well-known franchises like Hello Kitty and Harry Potter to popular characters like Chiikawa and those from the recently released Zootopia 2.
Shoppers, mostly young, fill every aisle. Some clutch dozens of items in their hands as they wait in line at the checkout. Prices range from tens to hundreds of yuan (US$1 is about 7 yuan), but everyone's enthusiasm is unanimous.
“These aren’t just decorations, but mobile mood regulators and visual carriers of youth identity,” explains Liu Xiaobin, vice president and marketing director of the aforementioned company.
The numbers confirm the trend. According to Liu Xiaobin, hanging accessories and decorations now account for over 35 percent of MINISO LAND's total soft toy range, and since the beginning of the year, total sales in this category have exceeded 12 million units.
This passion is equally noticeable online. On the popular social media app Xiaohongshu /Rednote/, the hashtag "Everything Can Be Put on a Bag" has garnered over 130 million views. Users eagerly share their character creation strategies and "socialize" through their shared love of certain characters.
Xu Xinyue, an assistant professor at the Institute of Cultural Industries at Shenzhen University, interprets this trend as a shift in consumer psychology.
She believes that Generation Z places greater emphasis on self-expression. Bag charms are ideal for their needs for emotional regulation, demonstrating individuality, and connecting with their social circles.
In Yiwu, a small city in east China's Zhejiang province known as the world's largest wholesale market for small commodities, manufacturers are racing against time to meet market demand.
“We started receiving frequent requests for bag hangers from domestic and overseas customers early this year, so we quickly entered this market,” said Lu Yi, general manager of an accessories and decoration company in Yiwu.
To stay on top of trends, Lu Yi's company releases around 100 new products monthly, averaging three to four new designs per day. "We've also acquired licenses for popular characters like B.Duck and Sanrio, which are very popular with wholesalers," he said.
Meanwhile, in Dongguan, China's manufacturing hub, companies are adding technological value to small items.
According to Zhang Hua, head of the domestic sales department of Dongguan Electronic Technology Company, the market has expanded from original designs and intellectual property cooperation to products from the Anime, Comics, Games (ACG) and intelligent satellites.
Zhang Hua's company recently launched a unique brand featuring a smart plush keychain equipped with a large AI model. "In just three days after its launch, 20,000 units were sold," he reported.
This trend is also having an impact on other industries. Cultural tourism websites across China are releasing unique bag keychains that serve as "mobile calling cards" of regional culture. Popular films and TV series are releasing character-themed keychains to extend their popularity beyond the screen.
“With the rise of consumption and the deepening of the emotional economy, these small and beautiful objects will continue to be an important part of young people’s lives,” said Xu Xinyue. -0-
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.