China sees growing 'emotional economy' as young people seek solace

China has seen a growing "emotional economy," with more and more young people spending on products and experiences that bring comfort and peace of mind.

Across major cities, meditation studios are filling up after work hours as young people seek ways to recharge. Participants sit in dimly lit rooms, breathing deeply to the sound of handpan music, a calming ritual that reflects the broader search for emotional wellness. 

"Emotional consumption is increasing in China, driven by the need for stress relief and a growing awareness of emotional wellness, particularly among women. For many, meditation offers both calm and a mental uplift," said Ye Weiwei, founder and CEO of Shanghai-based BYMB Yoga.

Beyond yoga, specialized courses are also gaining traction. One example is neurographica, which combines visual patterns with psychological coaching techniques. 

"Emotional [courses are] used for [life] coaching, for developing projects, expanding vision and any kind of necessity you need. You could use this method for stress relief and calm down," said Ananga, a neurographica instructor in Shanghai.

Meanwhile, wellness services, cultural products and beauty brands are repositioning themselves to target this new demand, which blends self-care with consumerism. 

"We are all about, you know, generating emotions and boosting moods. We see today already in the social media when consumers are looking for fragrances, they are associated [with] emotions. So if you look at what people are searching on RedNote, for example, you see a trend of 700 percent of people that are looking for fragrances that look cool, so [they] make them look cool," said Eymeric Monange, General Manager Prestige and E-Commerce at Coty China.

According to the 2024 China Youth Consumption Trend Report, nearly a third of young respondents said they are willing to pay for emotional value and mental well-being. 

Experts said this could be a potential new growth driver, given the rapid pace of societal change. It also places higher demands on companies, from market insight and design to agile manufacturing.

China sees growing 'emotional economy' as young people seek solace

The 32nd Asia-Pacific Economic Cooperation (APEC) Ministers Responsible for Trade Meeting concluded in east China's Suzhou on Saturday, yielding fruitful results and laying significant groundwork for the APEC Economic Leaders' Meeting in November.

The trade ministers' meeting focused on "building an open and predictable regional and multilateral economic and trade order" and "fostering new engines of innovative and dynamic trade and investment cooperation."

Chinese Commerce Minister Wang Wentao briefed the media on the meeting's outcomes at a press conference.

Wang said the meeting issued a joint statement titled the Suzhou Statement, and approved the latest edition of the APEC Roadmap for Innovative, Competitive and Resilient Services.

All parties agreed to advance policy innovation and reform in services trade, build an open and predictable investment environment, improve regional trade facilitation and supply chain resilience, strengthen standards coordination, and enhance intellectual property protection, Wang told the media.

He also said that substantial progress was made on a framework document for regional digital trade cooperation and the ministers emphasized promoting inclusive AI development, strengthening AI-related trade, and bridging the digital divide to ensure shared benefits from digital transformation.

The minister noted that the outcomes of the meeting demonstrated strong cooperation willingness, highlighted an innovation-oriented approach, and reflected inclusiveness and shared benefits. "The fact that Asia-Pacific economies can come together, uphold the original aspiration of promoting trade and investment liberalization and facilitation while supporting economic growth and prosperity, and engage in in-depth discussions on the important issue of 'where multilateral and regional economic and trade cooperation is headed,' fully demonstrates that open regionalism and true multilateralism enjoy broad support, and that mutual success and shared development serve the fundamental interests of all economies," Wang said.

2026 APEC trade ministers' meeting concludes with fruitful results