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Source: People's Republic of China in Russian – People's Republic of China in Russian –
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Source: People's Republic of China – State Council News
Beijing, December 9 (Xinhua) — Young people around the world are increasingly seen buying coffee labeled "healing" or stress-relief toys. But what if such seemingly spontaneous purchases are no longer just a trend, but a powerful economic driver, shaping a market worth trillions? This is precisely what is happening today in China, where the desire of the population, especially young people, to pay for emotional value, reinforced by active government policy, is shaping a new consumer reality.
According to a research report by Future Marketing, the market size for emotional consumption industries in China is expected to exceed 2 trillion yuan (approximately $282 billion) by 2025. This colossal demand is fundamentally changing the strategies of Chinese shopping malls, shifting from simple retail to creating multifunctional spaces for social interaction, vibrant experiences, and self-expression.
A striking example of such a transformation is the Grand Gateway 66 multifunctional shopping mall in the metropolis of Shanghai. This year, a Pop Mart Collection store and the first Popop jewelry store opened on the ground floor, alongside renowned luxury and jewelry brands.
"When discussing the opening of the new Pop Mart store, its accessories concept was particularly highlighted. After the launch, initial Popop sales significantly exceeded our expectations," said Grand Gateway 66 General Manager Pan Mingfeng, noting that the latest trending IP characters and associated immersive experiences have effectively attracted young consumers and significantly increased traffic to the complex's restaurant sector.
According to him, these brands are demonstrating an increasingly sophisticated and thoughtful approach to product design and image building, while also possessing powerful online appeal. Grand Gateway 66 also offers unique immersive experiences that meet consumers' growing desire for emotional satisfaction.
In addition to repositioning their brands, shopping malls in China are upgrading their public spaces to position themselves as a "third space" outside of home and work. By combining interactive zones and themed markets, they create conditions for emotional recharging and relaxation, transforming shopping malls into places for socializing and entertainment, not just shopping.
"The goal is to attract a wider consumer base and extend visitor stays," said Zhu Jianhui, head of China retail research at JLL, a real estate and investment management firm. He explained that shopping malls are now competing not on merchandise selection but on delivering an emotional experience through a carefully crafted atmosphere.
One such innovator is the Gonglian City Center shopping mall, located near the famous West Lake in Hangzhou, Zhejiang Province, eastern China. What was once a modest clothing market has been transformed into a modern shopping complex offering popular IP products and numerous entertainment options.
“Unlike traditional shopping malls, our approach to brand selection is much more flexible and in line with the cultural rhythm of the times,” said Wang Yongqiang, deputy general manager of the shopping mall, adding that by highlighting innovative brands and creating social spaces, they strive to create an attractive atmosphere for visitors.
Thanks to this strategy, retail sales at Gonglian City Center are expected to reach approximately 1 billion yuan this year. This represents a 20 percent average annual sales growth rate at the mall since 2019, he said.
Young customers of this shopping center, Miao Zhiyue and Shao Wei, noted that its main attraction is the atmosphere itself. "We come here mainly to hang out and maybe buy something interesting. It's worth spending a little money when it lifts your spirits," they said, emphasizing their willingness to buy products that offer genuine emotional rewards.
This consumer trend is confirmed by a report on the emotional consumption of China's Generation Z population to 2025, recently published by the social platform Soul App in collaboration with the Shanghai Youth Research Center. According to the report, nearly 60 percent of young people are willing to pay for emotional value, a 16.2 percent increase year-on-year. Furthermore, 44.8 percent of young people prioritize "quality enhancement," indicating that they are not "blindly indulging themselves" but are seeking higher-quality, emotionally driven experiences.
A card game store in the Paradise Walk shopping mall in the Daping District of Chongqing, southwest China, offers a wide selection of products. The store manager told reporters that on weekends, daily customer traffic often exceeds a thousand, and monthly sales exceed 1 million yuan.
"We don't just sell card games, but more importantly, we create a platform for community interaction," he noted. He reported that various tournaments are regularly held there, such as the "Pokémon Masters Battle," which is always fully registered.
Taking advantage of its location in Hangzhou, a major technology hub in eastern China, Gonglian City Center attracts consumers with a unique blend of cultural and technological services, such as VR entertainment.
One of the immersive VR attractions transports users to the universe of the animated blockbuster "Chang An." Participants can interact with legendary Chinese poets Li Bai and Gao Shi and strike a striking pose to "catch" a virtual memory in a rectangular frame formed with their fingers.
"We may be new to this mall, but we're already demonstrating high customer engagement," said Zhou Cheng, manager of VR services provider Times Light Field. She noted that VR attractions often drive sales: many visitors purchase related cultural and creative merchandise upon exiting.
The targeted action plan to stimulate consumption, previously published by the General Office of the CPC Central Committee and the State Council, calls for the comprehensive support and promotion of new forms and models of consumption. Pan Helin, a member of the Expert Committee on Communication Economy at the Ministry of Industry and Information Technology, believes that, with the help of "IP plus intellectualization," enterprises will be able to expand the "emotional economy" to more niche areas and create more hit products that reflect the culture of trends. -0-
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