In recent years, consumers have been fond of buying small items that "seem useless but bring joy when purchased". Examples include fidget toys like the "garlic-shaped fidget toy" and electronic wooden fish popular among office workers, cloud incense-burning apps, "Money Coming" phone stickers that are all the rage online, limited-edition blind box figurines frequently shared on Moments, and sleep-aid products such as aromatherapy and ASMR music/videos. Some people even make a special trip to visit "lying-flat themed" cafes on weekends.

These seemingly casual small purchases, ranging from virtual products to physical goods and from online to offline, are more like people "recharging their mood". Behind them surges a huge economic wave – emotional consumption.

Why Are Young People Keen on Emotional Consumption?

Contemporary young people live in an environment of fast pace, high pressure, and intense involution, dealing with KPIs, overtime work, social anxiety, and an uncertain future. Their emotions are often in a state of tension.

Products like talking pillows and running slippers, which seem impractical, are sold out quickly. There are also unbreakable silicone toys such as squeeze toys, squawk chickens, and bubble wrap. Though they have no practical functions, office workers can squeeze them when feeling unhappy or bored, and their stress is released instantly. This kind of emotional consumption provides a psychological buffer mechanism, serving as a "daily first-aid kit" for urban dwellers to cope with complex emotions.

Spending a small amount of money to deal with complex emotions offers timeliness, perfectly matching the emotional rhythm of modern people: not seeking long-term healing, but only a momentary respite.

It adds "drama" – or fun – to ordinary life. In an era of fast pace, high pressure, and growing alienation between people, every "useless" item a consumer buys feels like a reward for themselves. It is a sense of ritual and a way to add joy to daily life.

It helps people regain a sense of control amid uncertainty. The real world is full of uncertainties: a project may fail, a promotion may fall through, or a relationship may break down. However, emotional consumption is a kind of "certainty" that one can fully control.

The popularity of emotional consumption is also driven by brands' insights. Brands link their products to mainstream consumption trends, guiding consumers in their emotional consumption choices.

Which Tracks Are Booming Driven by Emotional Consumption?

Trendy Toy Economy: What people pursue in blind box opening is not just toys, but a sense of surprise.

Cultural and Tourism Economy: Escaping from workstations to relax at popular check-in spots.

Pet Economy: Raising cats or dogs as "emotional companions" for themselves.

Food and Beverage Industry: Buying milk tea is not just for drinking, but more as a tool for emotional regulation.

Relatively speaking, the trendy toy economy, cultural and tourism economy, and pet economy focus more on the sense of experience. Meanwhile, milk tea and food in the catering industry bring double satisfaction to both taste buds and emotions.

In essence, emotional consumption means paying for feelings. What consumers buy is not just a product, but also social currency with built-in conversation topics. Judging from the current growth trend, this "healing economy" with explosive growth may have just begun.