1 month ago

China's Gen Z Shifts Spending to Spirituality and Wellness

China's Gen Z Shifts Spending to Spirituality and Wellness
From Gucci to good luck: How China's Gen Z spending habits are changing · businesstoday.in

In China, young people like Gen Z and millennials are changing how they spend their money.

Instead of buying expensive brands like Gucci, they are now spending on things that make them feel good inside, like crystals, astrology apps, and temple visits.

This change is because many young people are worried about their jobs and the future.

They want to feel more in control and happy.

For example, a student named Zirui Yang used to buy branded clothes but now spends money on things like plush toys and travel.

This trend is also helping businesses that sell spiritual and wellness products grow quickly.

Many young people are visiting temples to relax and feel better, and they are also using apps to learn about astrology.

Overall, young people in China are spending money to find happiness and comfort in uncertain times.

Key facts

Target Demographics
China's Gen Z and millennials
Key Spending Shifts
From luxury brands to spiritual and wellness products
Crystal Bracelet Sales Growth
320% year-on-year in 2024
Online Crystal Market Value
3 billion yuan (around ₹3,570 crore)
Temple Economy Annual Revenue
100 billion yuan (roughly ₹1.19 lakh crore)
Astrology App Downloads
24 million for Cece

Quotes

Zirui Yang

22‑year‑old student from Nanjing

“"Clothes, shoes and accessories — and they always had to be branded… It started with Nike and Adidas, then moved on to Gucci and Balenciaga. Since starting college in 2022, however, Yang has shifted his spending towards products with emotional value, like small accessories, plush toys, fragrances and travel."”
businesstoday.in
“"When there’s growing pressure in life, people tend to visit temples to take a breather, even if it’s temporary. Self‑soothing and spiritual enrichment is a large part of it, alongside engagement with culture, beautiful scenery and history."”
businesstoday.in

Sources

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