As marriages rebound, China's 'sweet economy' finds new momentum

BEIJING - After years of decline, marriage registrations rebounded across regions in China last year, government data showed, as reforms eased long-standing registration rules and gave fresh momentum to wedding-related spending, often referred to as the "sweet economy."

The trend was mirrored in several regions. In Shanghai, marriage registrations jumped 38.7 percent year-on-year to 125,102. Cities with large population inflows also recorded strong gains, with Shenzhen up 28.5 percent and Suzhou rising 33.5 percent.

Nationwide, 5.15 million marriages were registered in the first nine months, up 8.5 percent from a year earlier. Analysts said the rebound reflects the improving policy environment for marriage and childbearing, with support measures beginning to take effect. They noted that regions attracting large inflows of people, such as the Pearl River Delta and Yangtze River Delta, are likely to account for a growing share of national marriage registrations, while smaller cities and rural areas facing population outflows may see declines.

LOVE WITHOUT BORDERS

Much of the growth has been attributed to a new reform that allows couples to register without presenting their household registration booklet, or hukou, ending a decades-long restriction that required people to register their marriage in their place of residence, which, for many, means their hometown.

"We came here specifically because of the new policy," said Mr Su and Ms Huang, who registered their marriage soon after the reform took effect in May. Having worked in Shanghai for a decade, the couple had initially planned to take time off and travel more than 1,000 kilometers back to their hometown in Southwest China to complete the formalities. The change has been especially significant for China's more than 370 million migrant residents, reducing the time and cost of marriage registration.

On the first day, registrations under the new rules made up 30 percent of new marriages in Beijing and Shanghai, and more than 452,000 such marriages were recorded nationwide by year's end, official data showed. Local governments have also moved to make marriage registration easier and more flexible. In Gansu, authorities have upgraded both online and in-person appointment systems, while Liaoning has introduced year-round registration and opened outdoor venues in parks and tourist sites.

"The revised rules go beyond where couples can register. They also push ahead with digital registration systems and expanded counseling services, bringing the process more in line with the needs of modern society," said Hao Haibo, a university professor and an executive council member of the China Society for the Studies of Marriage and Family. Supportive measures have extended into the workplace.

Last year, Sichuan and Shandong announced longer marriage leave, and at least 28 provincial-level regions nationwide now offer extended leave, with Shanxi and Gansu providing up to 30 days. At the national level, authorities have also issued guidance to rein in exorbitant "bride prices" in rural areas, while strengthening public marriage services and support for rural residents of marriageable age. With long-standing registration restrictions eased, young couples now have greater flexibility in how and where they formalize their marriages, allowing personal preference and experience to play a larger role. After the new policy took effect, Liang Sen and Wang Mingyi began considering an unconventional option: a road trip of more than 10,000 kilometers from Jilin city in Northeast China, following National Highway 331 to Sayram Lake in Xinjiang, where they planned to register their marriage.

"We both love traveling, and we wanted a marriage registration that felt different," Liang said. Along the way, the couple sampled local snacks, visited sections of the Great Wall and crossed snow-capped mountains - a journey that unfolded like a road movie made just for them. Places that offer distinctive settings are already benefiting. Last year, a historic district in Suzhou registered 12,321 marriages, up 88.8 percent year-on-year. Preserving the urban layout of the Song Dynasty (960-1279), Gusu district is known for its stone bridges, canals and whitewashed houses with black-tiled roofs. From May through year's end, it handled 10,105 marriage registrations, more than half involving couples from outside Suzhou.

Local authorities have also linked marriage registration with cultural tourism, introducing vouchers for dining, clothing and home décor that newlyweds can use at nearly 40 participating merchants. Across China, local governments are rolling out "marriage-friendly" programs linked to the growth of wedding tourism and related services.

At Sayram Lake in Xinjiang, couples who register their marriage receive lifetime free admission, while in Chengdu, authorities extend registration hours across all districts during selected holidays. In Shanghai, dozens of companies last July formed a "sweet industry" alliance to integrate wedding services with tourism, dining, accommodation and finance.

BEYOND REBOUND

The recent policy reforms and supportive initiatives come against the backdrop of China's long-term demographic challenges, a situation mirrored in many other countries, with marriage registrations long regarded as a leading indicator of future birth rates. Yuan Xin, vice-president of the China Population Association, predicted that the rebound in marriages is likely to boost the fertility rate, potentially leading to a new wave of births in 2026.

However, he also noted that fluctuations in birth rates are common during periods of broader demographic decline, both in China and worldwide. China's total fertility rate has remained low for years, and since 2022, its population has entered a period of decline.

China's population stands at roughly 1.4 billion. Experts also noted that sustaining the trend depends on social policies effectively creating a marriage and birth-friendly environment and easing young people's concerns about the future.

Yang Fan, associate dean at the School of Population and Health, Renmin University of China, noted that policy effects take time to materialize. "It's a gradual process," he said. "What matters most is the long-term stability and continuity of these policies."

The government has extended parental leave and rolled out generous benefits, including an annual tax-free childcare subsidy of 3,600 yuan ($516) per child for families with children under three, as well as free tuition for the final year of kindergarten. By 2026, China plans to ensure basic childbirth costs are fully covered by insurance programs nationwide.

Fertility policy has also been elevated to a key national priority, as highlighted at the Central Economic Work Conference in December 2025, which called for sustained efforts to "stabilize the number of newborns."

From 2026 to 2030, China will emphasize promoting high-quality population development by establishing a sound system to provide full life-cycle population services for all. Measures will focus on different aspects, including encouraging positive attitudes toward marriage and childbearing and refining policies and incentives to support higher birth rates, according to the authorities.