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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, January 15 (Xinhua) — For many young Chinese, returning home from work begins not with washing up or changing shoes, but with assembling miniature kitchen models. After lingering on social media before bed, they'll still set their alarm to feed their virtual pet or clean its digital home. Their bags are adorned with cute, fluffy keychains, and their desk drawers are filled with half-assembled surprise boxes.
The so-called "infantile economy," which is said to be "too naive for schoolchildren, but just right for adults," is gaining momentum in China, taking on a wide variety of forms.
Products once considered exclusively for children have gradually transcended age restrictions and become emotional vehicles for Generation Z (born between 1995 and 2009). They can fill their inner child with joy and alleviate real anxiety.
For many Chinese teenagers, the morning dilemma of which stuffed animal to bring has long since become more important than choosing clothes. These seemingly simple bag charms have become a unique language of self-expression and a new driver of the "infantile economy."
At MINISO LAND, a store located on a pedestrian street in Guangzhou (the capital of 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 people, filled every aisle. Some struggled to hold dozens of items in their hands as they waited in line at the checkout. Prices ranged from tens to hundreds of yuan (US$1 is about 7 yuan), but everyone's passion was the same.
According to surveys conducted by the research institute of the e-commerce company Jingdong, over 80 percent of respondents own their own small toys. Furthermore, nearly 70 percent of respondents have the habit of carrying plush toys, and their primary motivation is the comfort they derive from looking at and touching them.
“These are not just decorations, but mobile mood regulators and visual carriers of youth identity,” explains Liu Xiaobin, Vice President and Chief Marketing Officer of MINISO LAND.
According to him, hanging accessories and decorations now account for over 35 percent of the entire MINISO LAND soft toy range, and since the beginning of 2025, total sales in this product 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, while the hashtag "Adults Want to Play with Toys Too" has garnered 25.5 billion views. Users are eager to share their character creation strategies and "socialize" through their shared love of certain characters.
"Every night before bed, I say goodnight to my Laboobu. She's my most reliable companion when I get home from work. I don't think of her as a toy. She helps me relax," said 30-year-old Xiaowen, who bought 23 different plush toys and collectible figurines last year, spending an average of over 1,200 yuan per month.
Zhang Juan, deputy director of the Shanghai Open Strategy Research Center, noted that the rise in emotional consumption among young people is no coincidence; its essence lies in the heightened spiritual needs following the satisfaction of material needs. Young people are willing to pay for "emotions" not only because of increased income but also because of their need for relaxation, leisure, and other entertainment.
Unlike the popular perception of a "pacifier," the "adult pacifier," based on the concept of baby pacifiers, is completely modernized in material, design, and use to meet adults' needs for self-soothing and anxiety relief. This product even pairs with bracelet-style jewelry, transforming them from "personal items" into portable fashion accessories.
According to the "China Sleep Survey Report 2025," the rate of sleep disorders among people aged 18 and over in China has reached 48.5 percent. These types of sleep aids, which specifically address potential problems in people with high blood pressure, such as teeth grinding and pre-sleep anxiety, are gaining popularity among young people.
The "Analysis of Infantile Economy Consumer Trends to 2025" reports that social media discussions on this topic have increased by 26 percent year-on-year, demonstrating significant growth potential and high user engagement. It also notes that this economy is not simply a return to childish behavior, but a model of emotional consumption driven by various psychological needs.
Hong Yong, a research fellow at the E-Commerce Research Institute of the Ministry of Commerce of the People's Republic of China, emphasized that the development of the new consumer sphere is evidence of increasing socioeconomic development and the diversity of consumer lifestyles. This not only provides consumers with more choice but also gives rise to a number of new businesses and market opportunities.
Xu Xinyue, an assistant professor at the Institute of Cultural Industries at Shenzhen University, believes that Generation Z places greater emphasis on self-expression. With rising consumption and the deepening development of the infantile economy, consumer goods that evoke emotions will continue to become an important part of young people's lives.
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.