The Rise of Emotional Consumption Among China’s Youth: A Market Trend Explained

by Jiawei Wang, Jon Hazell and Rafaela Balster

July 13, 2026

The Rise of Emotional Consumption Among China’s Youth

Young adults in China are navigating economic uncertainty by prioritizing emotionally fulfilling experiences and products, creating a rapidly expanding market.

In central China, visitors to a popular theme park queue for professional photo sessions with a cosplayer, while another young woman guides trekkers up Mount Tai, offering personalized “emotional value” through curated services like champagne toasts and scenic rest stops. These roles exemplify a shift among Chinese youth toward consuming products and experiences that prioritize psychological satisfaction over material utility, driven by concerns over stagnant wages and high youth unemployment.

The phenomenon, termed “qíng xù jià zhí” (情绪价值), literally meaning “emotional value,” has become a ubiquitous marketing term across industries. Businesses leverage it to promote AI companions, surprise-based blind boxes, and immersive entertainment, with local governments even incorporating it into regional economic strategies. The sector now represents a nearly $400 billion market, projected to surge 70% by 2029.

The story centers on two individuals capitalizing on this trend. Lu Zhaoyu, 20, markets himself as a “maximum emotional value” hiking guide on Mount Tai, catering primarily to women in their 20s and 30s who favor experiential spending. His services include carrying gear, providing refreshments, and fostering supportive conversations during climbs. Meanwhile, “A Lang,” 30, transforms into a video game warrior at an amusement park, charging $15 per visitor for an immersive role-play experience. He cultivates fan loyalty through social media and aims to inject joy into each interaction.

Both report emotional and physical exhaustion from their work, yet view delivering emotional satisfaction as integral to their roles. Lu notes, “Providing emotional value is the baseline of my job,” while A Lang streams live after long shifts to process his own feelings. Their stories highlight a dual dynamic: consumers seeking emotional uplift and service providers navigating the personal costs of meeting that demand in a hyper-engaged economy.

Young people in China are increasingly anxious about the future and spending on feel-good experiences and products that provide “emotional value.” A companion hiker and cosplayer show what it’s like to be part of this booming consumer market.

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