Country's evolving consumption trends reflect emotional resonance of its culture
In the quiet moments of life — perhaps unwinding with a short video that perfectly captures a feeling, or holding a ceramic cup that whispers of ancient dynasties, or planning a weekend trip to a tranquil, bamboo-forested retreat — we are participating in something profound. We are no longer mere consumers; we are seekers of resonance.
A recent Peking University report — focusing on the top 10 cultural industry buzzwords of 2025 and top 10 predicted trends for this year — captures the shift in consumer behavior by identifying "emotional economics" as the core logic of cultural consumption. It reveals that the true engine of China's booming cultural industry is no longer just material aspiration, but the universal human yearning for emotional value and cultural resonance.
At its core, this trend marks a passage from transaction to connection. For years, consumption was measured in utility: a chair for sitting, a movie for watching, a souvenir for remembering. Today, the most vibrant sectors of our culture — be it the mindful elegance of guochao (China-chic) fashion, the nostalgic comfort of a city-themed jigsaw puzzle, or the immersive wonder of a digital-art exhibition — sell something more vital: a feeling. They offer solace, belonging, wonder, or shared joy. We purchase the serene focus of crafting a traditional lacquerware kit, not just the kit itself. We buy the burst of collective pride in a tech-infused theatrical show that reimagines a classic myth, not just a theater ticket. This pursuit of emotional payoff is a rational, heart-led choice in a fast-paced world, a form of "rational self-care" where investing in our inner well-being is paramount.
Yet, the magic truly unfolds when this personal emotional value blossoms into shared cultural resonance. An individual's fondness for a porcelain design inspired by Song Dynasty (960-1279) aesthetics becomes part of a broader renaissance of heritage. A young person's emotional attachment to a cartoon character from a Chinese animation becomes a shared language for an entire generation. This resonance creates invisible yet powerful threads that bind us together. It transforms personal consumption into a cultural conversation, where buying, wearing, or experiencing something becomes a quiet statement: "This is beautiful. This is us." The industry thrives by curating not just products, but communities of feeling around these touchstones.
This synergy between heart and culture is forging a new, more sustainable model for growth. It moves beyond fleeting viral fads to build loyalty rooted in identity. A brand that embodies authentic cultural resonance earns not just customers, but advocates. Furthermore, it incentivizes deep creativity. Innovators are pushed to mine the rich depths of our history, folklore and contemporary social dreams to craft stories and experiences that truly matter. The result is an industry that is increasingly introspective, confident and nuanced — a mirror reflecting the complex, affectionate dialogue the Chinese people are having with their past, present and future.
Ultimately, the rise of the emotional economy is a heartwarming sign of societal maturity. It signifies a nation that, having met its fundamental needs, is now collectively exploring richer questions of meaning, connection and joy. Our cultural consumption becomes a pilgrimage to find pieces of ourselves, and in doing so, we surprisingly find each other. As we continue to cultivate this landscape where emotion and heritage meet, we are not just spending money; we are, together, composing the soulful soundtrack of a new era.
