1 month ago
China's Gen Z Shifts Spending to Spirituality and Wellness
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.
China's Gen Z and millennials are shifting spending from luxury brands to spiritual and wellness products.
Crystal bracelet sales surged 320% year-on-year in 2024, with the online crystal market valued at 3 billion yuan.
Temple tourism is popular among young Chinese seeking emotional reassurance and cultural engagement.
Astrology apps like Cece have been downloaded 24 million times, reflecting a growing interest in spiritual practices.
Young consumers are prioritizing emotional well-being and good fortune over traditional status symbols.
- Who
- China's Gen Z and millennials
- What
- Shift in spending habits towards spirituality and wellness
- Where
- China
- When
- Recent years, with significant growth in 2024
- Why
- Job uncertainty, economic pressures, and a desire for emotional comfort and good fortune
Traditional Luxury Spending
Spiritual and Wellness Spending
Spending Priorities
Traditional Luxury Spending
Focus on branded luxury items like Gucci and Balenciaga.
Spiritual and Wellness Spending
Invest in products and experiences that offer emotional comfort and spiritual benefits.
Motivations
Traditional Luxury Spending
Status and social recognition.
Spiritual and Wellness Spending
Emotional well-being, good fortune, and a sense of control.
Market Trends
Traditional Luxury Spending
Decline in demand for traditional luxury goods.
Spiritual and Wellness Spending
Rapid growth in the 'xuanxue' economy, including crystal bracelets and astrology apps.
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





