Gen Z reinvents the red envelope tradition

Generation Z, known for both preserving traditions and embracing the future, is reshaping the way red envelopes are used while keeping their cultural significance alive. By adopting new and creative formats, they uphold the emotional and ethical values of this tradition, infusing it with modern meaning.

For Chinese Gen Zers, digital red envelopes on platforms like WeChat and Alipay are the norm. Unlike traditional red envelopes, which were primarily exchanged within families, these digital versions now extend to friends, colleagues, and even business contacts. What was once a formal ritual has evolved into a fun and dynamic social tool.

This change has led to creative variations like the "Red Envelope Lucky Draw", where recipients rely on pure luck to claim a portion of a total amount, and the "Red Envelope Relay", where the person who receives the largest sum must send the next red envelope. These trends reflect Gen Z's playful and free-spirited nature.

Personalization is also a defining feature. Apps now allow users to design customized "emoji red envelopes" or "funny video red envelopes", blending Western and Chinese styles. Gen Zers also enjoy "red envelope challenges", where envelopes are hidden and recipients must solve riddles to find them, making the tradition more engaging. Some even donate their red envelopes to charity, giving them a deeper, humanitarian significance.

Despite these modern adaptations, the core values of red envelopes — happiness, joy, and harmony — remain unchanged. Traditionally, elders give red envelopes to juniors as a blessing, but Gen Zers have introduced "reverse red envelopes" to show gratitude to their parents.

The amount of money in red envelopes has also become a meaningful way for Chinese people to express love and appreciation, especially in a culture where direct verbal expressions of affection are uncommon. Numbers like 520 yuan (which sounds like "I love you" in Chinese) and 1,314 yuan (meaning "forever and always") serve as playful numerical puns that add warmth and modern appeal to the tradition.

As with any tradition, change is inevitable. Gen Z is naturally shaping its own understanding of Spring Festival culture, giving red envelopes new interpretations through modern technology.

US sociologist George Herbert Mead (1863-1931) proposed in his theory of symbolic interactionism that meaning arises through social interaction, with people using symbols — such as words, gestures, and objects — to construct shared realities.

This generation values individuality and is eager to put its own stamp on tradition, creating a personalized world that distinguishes it from previous generations. Yet, while their expressions of culture may be evolving, the red envelope remains a timeless symbol — one that allows them to celebrate their love for Chinese culture in a fresh, youthful way.

China's new era fosters cultural confidence and a strong desire to preserve and develop traditions. The values and philosophies embedded in red envelopes help Gen Z bridge the past and present, connecting tradition with the modern world.

In other words, Gen Z blends a "digital shell" with a "cultural core" to keep traditions alive while preserving the unique sentiments of red envelopes — demonstrating a broader global perspective and adaptability.

Written by Sun Yixue, dean of the College of International Cultural Exchange at Tongji University in Shanghai. His research focuses on comparative literature, world literature, and the international dissemination of Chinese culture. He has conducted postdoctoral research at the University of Edinburgh in the UK and has been a senior visiting scholar at the University of Virginia and Arizona State University in the US.

Translated by Gui Qian.

Deep Dive

Red envelopes were once a tradition exclusive to the Spring Festival and shared only among family members.

However, "digital red envelopes", now popular among young people, have evolved into interactive, game-like experiences. They have become social tools not only during the Chinese New Year but also on occasions like Valentine's Day and International Women's Day.

This shift reflects Generation Z's approach to interpersonal relationships and social practices.