In recent years, China’s emotional consumption market has grown rapidly, surpassing RMB 2 trillion in scale. ‘Emotional consumption’ refers to purchasing behaviors driven by emotional needs, psychological comfort, or social validation rather than purely functional utility. Products and services—from blind boxes and cultural creative goods to pet-related offerings, immersive experiences, comfort foods, and aromatherapy—are increasingly infused with emotional value such as ‘healing,’ ‘companionship,’ and ‘self-indulgence.’ This trend is fueled by Gen Z and young middle-class consumers who prioritize emotional fulfillment and personal expression. Social media further amplifies the reach and monetization of emotionally resonant products. Emotional consumption is not only reshaping traditional retail models but also giving rise to new brands, business formats, and marketing strategies. Experts suggest that as awareness of mental well-being grows and consumption upgrades continue, the emotional consumption market holds significant growth potential and could become a key driver of domestic demand.
近年来，中国情绪消费市场迅速崛起，规模已突破2万亿元人民币。所谓‘情绪消费’，是指消费者出于情感需求、心理慰藉或社交认同等非功能性动机而进行的消费行为。从盲盒、文创产品到宠物经济、沉浸式体验项目，再到疗愈类食品与香氛，越来越多的商品和服务被赋予‘治愈’‘陪伴’‘悦己’等情绪价值。这一趋势背后，是Z世代和年轻中产群体成为消费主力，他们更注重精神满足与个性化表达。同时，社交媒体的推波助澜也加速了情绪价值商品的传播与变现。情绪消费不仅重塑了传统零售逻辑，还催生了新品牌、新业态和新营销方式。专家指出，未来随着心理健康意识提升和消费升级深化，情绪消费市场仍有巨大增长潜力，有望成为拉动内需的重要引擎之一。
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