Ever wondered why youre drawn to that cute anime figurine or the cozy vibes of a cat caf? In the Chinese mainland, young consumers are driving an "emotional economy" that values feeling over mere function. 🧸🎮
Recently, CGTN host Xu Qinduo and former chair of the British Chamber of Commerce in China Clare Pearson made a stop at the TOP TOY Global Flagship Store in Shanghai and the iconic Shanghai No. 1 Department Store. Their mission? Decode the logic behind emotional consumption and meet the new forces transforming Chinas consumer market.
From ACG to Cat Cafés: A New Playground
At the flagship store, wall-to-wall displays of limited-edition figures and interactive plush toys caught their eye. Nearby, a line of latte-sipping visitors waited to enter a themed cat caf, blending pop culture with comfort. Li Mei, a 23-year-old illustrator, shares: "I bought this fuzzy robot because it cheers me up on tough days. It's not just a product—its a mood booster!" 😊
Why Feeling Comes First
Clare Pearson notes that brands are shifting budgets from technical specs to storytelling and design. "This year, we've seen collaborations with indie artists and anime studios soar. Young people arent just buying items—theyre investing in emotions and community," she explains.
Global Ripples
For professionals and entrepreneurs, this trend highlights a wider shift. Emotional ties can drive loyalty faster than price wars. Students and researchers may spot fresh case studies in marketing courses, while travelers can add themed cafés and toy hunts to their Shanghai bucket list. For the Asian diaspora, its a reminder of vibrant currents back home.
In a market where every plush bear or collectible card tells a story, Chinas youth are rewriting the rules—proving that sometimes, the best function is pure feeling. 🌟
Reference(s):
cgtn.com
