A new consumption trend called "emotional spending" is gaining momentum in China's Hong Kong Special Administrative Region, with many young people, particularly Gen-Z consumers, turning to affordable, mood-boosting purchases that offer emotional rewards.
Pop Mart, a Beijing-based firm, is best known for selling toys in "blind boxes" where buyers don't know what they're getting until they open the box.
"When you get the secret, you will be very thrilled. It's kind of a way for us to release our stress," said Daniel Chau, a consumer in Hong Kong.
That is one of the reasons behind an emerging consumption trend among young people, whose focus is on splurging on things that make them feel good.
A graduate from the Chinese mainland says she pinches her pennies when it comes to meals, but she's willing to spend on these pressure-relief toys.
"After entering a job, we will feel stressed. Rent, water, electricity and transportation all require money, but our salary is not high. Therefore, we will have economic pressure as well as work pressure," said Hu Shuangni, the graduate, adding that these dolls at the Pop Mart store makes her happy.
Psychologists say the trend is about younger consumers finding products they connect with right now.
"They want to spend money on things, for example, on brands and products and services that are actually consistent with how they perceive their life and also their sense of value. It's not transactional or financial, but rather a lot more emphasis has been placed on their emotional well-being," said Sami Wong, founder and managing partner of 3Drips Psychology, Research and Consulting.
The popularity of Gen-Z favorites, like Pop Mart, the company behind the popular Labubu dolls, jeweler Laopo and tea chain Mixue saw sales soar last year. Besides toys, Gen-Z consumers -- those who are born between 1997 and 2012 -- are also spending on travel and concerts.
In Hong Kong, a survey by a communications firm found that the generation makes up 22 percent of the city's population, but commands an annual spending power of 6 billion U.S. dollars.
Gen-Z spending provides a bright spot for China's consumer industry, but economists say this group of consumers don't have much appetite for big ticket items, such as real estate and cars.
"If we have the Gen-Z are not spending as much, with a weaker consumer sentiment, and definitely, only relying on exports will not be enough to fully buffer this broad pressure on consumption. So I think this is why finding ways to stimulate consumption in China seems to be one of the priorities in 2026 to stabilize growth," said Gary Ng, senior economist at Natixis Corporate and Investment Banking.
As authorities look for new ways to boost consumer demand, experts say this trend also offers companies opportunities to find things that spark joy in consumers.
"Emotional spending" takes hold in Hong Kong amid broader youth-led consumption
South China's Guangdong Province is accelerating its transformation into an international medical tourism hub, positioning itself as a destination for patients worldwide seeking affordable, high-quality care.
The push follows a joint initiative announced in late March by nine Chinese government departments, including the Ministry of Commerce, aimed at boosting spending by foreign tourists and enhancing exports of tourism services as part of broader efforts to expand the country's service sector.
Every day, some of the most complex surgeries are performed here. Li Zilun, deputy director of the division of vascular surgery at the First Affiliated Hospital of Sun Yat‑sen University, is among the doctors capable of carrying out these intricate procedures.
He recently completed surgery on a patient with an aortic aneurysm, a condition often described as a "time bomb" in the body’s main artery, increasingly common in aging societies around the globe. Li also specializes in highly difficult and pioneering procedures, including repairing leaks caused by failed grafts.
"This was a very challenging case. And then, we implanted the covered stent to eliminate the endoleak. Actually, the outcome was pretty good. The patient will be discharged today," said Li Zilun.
The ability to handle such complex cases -- combining international techniques with domestically produced devices -- is drawing patients from around the world to seek treatment. In addition, high safety standards and low costs are also major draws.
"Our government is encouraging innovation. So, lots of physicians -- including our vascular surgeons -- we are actively involved in the innovation that helps to increase the effectiveness and safety, and also bring down the cost," said Li.
This hospital is one of the first in Guangdong to be designated by the provincial health commission as a pilot site for building an international medical service hub.
The growing number of patients has pushed the hospital to explore new ways to transform every step -- from treatment to payment and everything in between -- into a seamless experience, reducing waiting times and delivering better care for patients.
"I think it's fast. When the patient come here for just about, I think, one week, you can solve the problem," said Xiao Haipeng, president of the First Affiliated Hospital of Sun Yat-sen University.
The hospital is also deepening its international cooperation with top-tier medical institutions, including those at Harvard University.
"Not just for China, for the whole globe, we are facing health care challenges -- emerging infectious disease and chronic, lung infectious diseases, and also the aging population, also the shortage of healthcare workforce," said Xiao.
In response to these challenges, China is promoting its own solutions, including aggressive innovation in artificial intelligence (AI)-driven workflows, while stepping up research and development investment and global engagement along the way.
"In recent years, the innovation in Western medicine is dramatically growing. An example of my hospital -- in the past few years, we have 140 innovations and seven of them are international leading innovations," said Xiao.
As global demand for medical tourism grows, China is positioning itself as a new destination. Official data shows that the number of foreign patients in Guangdong increased by 20 percent last year. Among them, the growth in inpatient admissions was even faster, rising by 76 percent.
Guangdong fast-tracks pilot for int'l medical service hub
