Translation. Region: Russian Federation –
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
In recent years, a trend has become increasingly noticeable where consumers are willing to pay for emotional value and spiritual satisfaction. This phenomenon is called the "self-indulgence economy." Entrepreneurs are launching projects—from shared gardens and dance studios to coloristics and intangible cultural heritage workshops—to satisfy people's desire to "buy joy."
在广州，陈曦在城郊租下一块地，种植了100多种植物。她表示，种菜过程付出即有收获，能带来身心放松。其所在的共享菜园位于成都天府新区，由95后青年杨闯世运营， 30方米土地年租金1200元，目前300亩已全部出租，今年预计新增约300位租户。客户多为30岁左右的都市青年，部分来自外省，目的是通过换环境实现休息调整。
In Guangzhou, Chen Xi rented a plot of land on the outskirts of the city and planted over 100 species of plants. She says the process of growing plants yields tangible results and helps her relax. The shared garden she uses is located in the Tianfu district of Chengdu and is managed by Yang Chuanshi, a young entrepreneur born in 1995. The annual rent for a 30-square-meter plot is 1,200 yuan. Currently, the entire 300 mu (20 hectares) garden is leased, and approximately 300 new tenants are expected this year. The clientele is predominantly city residents in their 30s, with some coming from other provinces seeking a change of scenery and relaxation.
?课从早到晚。她认为，消费者愿意为舞蹈背后“更好的自己”等价值付费。
In Handan, Hebei Province, Wu Mengnan's dance studio expanded from four to more than ten classes in its first year, with classes running from morning until evening. She believes customers are willing to pay for the opportunity to become "the best version of themselves" through dance.
在河北保定，33岁的杜嘉此前从事服装造型工作，后赴韩国学习色彩诊断，取得资格证书后开设工作室。通过一小时诊断，帮助顾客确定适合的服装颜色、图案、妆容及发色等。她观察到，90后和00后群体普遍愿意为提升自我形象消费。
In Baoding (Hebei Province), 33-year-old Du Jia, who previously worked in the style and fashion industry, went to South Korea to study color theory, received a certificate, and opened a studio. During an hour-long consultation, she helps clients determine the appropriate clothing colors, patterns, makeup, and hair color. She notes that members of the 1990s and 2000s generations are generally willing to spend money on improving their image.
在甘肃敦煌，27岁的朱俊峰经营三家非遗体验馆，其中一家主打临摹敦煌壁画。旺季时日客流量约150人，除4名全职教师外需聘请6名兼职人员。他注意到，年轻顾客消费意愿强，临摹古画外，也愿意购买材料包或为店内宠物消费。
In Dunhuang (Gansu Province), 27-year-old Zhu Junfeng manages three intangible cultural heritage centers, one of which specializes in replicating Dunhuang frescoes. During peak season, the daily flow of visitors reaches approximately 150, requiring him to hire six part-time staff in addition to four full-time instructors. He notes a strong consumer interest among young clients: in addition to replicating ancient paintings, they readily purchase art kits and even spend money on treats for the pets living at his center.
杨闯世观察到，部分租地客户过去选择酒吧或购物消费，如今转向耕种体验。朱俊峰为适应顾客“为体验买单”的需求，在店门口复刻洞窟场景，吸引网络博主打卡，带动客流增长。
Yan Chuanshi observes that some of his clients, who previously preferred bars or shopping, are now switching to working in the fields. To meet the demand for "experience shopping," Zhu Junfeng recreated a simulated cave at the entrance to his center, attracting bloggers and increasing the flow of visitors.
杜嘉认为，色彩诊断满足的是消费者在信息过载代寻找内在确定性的需求。她通过实践对比发现，AI机器进行色彩测试易受光线、美瞳、发色等因素影响，专业色彩诊断师的判断难以被替代。
Du Jia believes that colorist services meet consumers' needs for inner clarity in an age of information overload. Comparing her work to AI testing, she notes that programs can be flawed due to lighting, contact lenses, or hair color, and believes that a colorist's professional judgment is difficult to replace with a machine.
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