{"id":911,"date":"2026-05-29T03:32:07","date_gmt":"2026-05-29T03:32:07","guid":{"rendered":"https:\/\/asianewscast.com\/2026\/05\/29\/chinas-emotional-value-phenomenon-is-redefining-goods-services-and-society\/"},"modified":"2026-05-29T03:32:07","modified_gmt":"2026-05-29T03:32:07","slug":"chinas-emotional-value-phenomenon-is-redefining-goods-services-and-society","status":"publish","type":"post","link":"https:\/\/www.asianewscast.com\/?p=911","title":{"rendered":"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0"},"content":{"rendered":"<div class=\"content\">\n<div class=\"layout layout--onecol\">\n<div class=\"layout__region layout__region--content\">\n<section data-title=\"Leaderboard  01 Article\" class=\"block block-ad-entity block-ad-displayleaderboard-01-article clearfix\">\n<div class=\"block-title\">Advertisement<\/div>\n<div id=\"ad-entity-TjeTu737bW0\" class=\"ad-entity-container not-initialized\" 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<\/p>\n<h1 class=\"h1 h1--page-title\">\n      China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0<br \/>\n  <\/h1>\n<div class=\"content-detail__description\">\n<p>\u201cEmotional value\u201d is China\u2019s<strong>\u00a0<\/strong>latest catchphrase determining how people spend and behave, but also reflective of modern-day anxieties.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/section><\/div>\n<\/p><\/div>\n<div class=\"layout layout--twocol-section layout--twocol-section--75-25\">\n<div class=\"layout__region layout__region--first\">\n<section data-title=\"Hero Emphasis\" class=\"block detail-hero-media block-mc-hero-emphasis block-hero-emphasis clearfix\">\n<figure data-title=\"Hero Emphasis\" class=\"figure block detail-hero-media block-mc-hero-emphasis block-hero-emphasis clearfix\" data-img-id=\"\">\n<p>      <img decoding=\"async\" class=\"image\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--59VGIC0v--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/28\/taishan_mount_tai_companion_climbing_cna_krystal.png?itok=swoScHVj\" alt=\"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0\" title=\"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0\"><figcaption class=\"figure__caption\">\n<p>Xiao Meng, a companion climber, holds the hand of CNA correspondent Krystal Chia during their ascent up Mount Tai in Shandong \u2013 a gesture meant to provide comfort and encouragement. (Photo: CNA\/Emil Wan)<\/p>\n<\/figcaption><\/figure>\n<\/section>\n<section data-title=\"Text to speech\" class=\"block block-layout-builder block-field-blocknodearticlefield-text-to-speech clearfix\">\n<div>\n<div class=\"mc-text-to-speech-wrapper\">\n<div class=\"new-feature-wizard\">\n    <span class=\"new-feature-wizard__text\"><br \/>\n        New: You can now listen to articles.<br \/>\n        <span class=\"new-feature-wizard__close\"><\/p>\n<p>      <img decoding=\"async\" class=\"image\" src=\"https:\/\/www.channelnewsasia.com\/profiles\/custom\/mediacorp\/themes\/mc_core_theme\/images\/close.svg\"><\/p>\n<p>        <\/span><br \/>\n    <\/span>\n<\/div>\n<p class=\"text-to-speech-caption\">\n       This audio is generated by an AI tool.\n    <\/p>\n<\/div>\n<\/div>\n<\/section><\/div>\n<div class=\"layout__region layout__region--second\">\n<section data-title=\"Byline\" class=\"block block-layout-builder block-field-blocknodearticlefield-author clearfix\">\n<div>\n<div>\n<div class=\"author-card author-card--author-info-block\">\n<div class=\"author-card__figure\">\n            <a href=\"\/author\/krystal-chia\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--KQHeQJLH--\/c_fill,g_faces:auto,h_140,w_140\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/02\/26\/krystal-chia.png?itok=lpKAf-Jp\" alt=\"\"><br \/>\n<\/a>\n                  <\/div>\n<div class=\"author-card__content\">\n<div class=\"author-card__body\">\n<div class=\"author-card__author-name\">\n<h6 class=\"h6 h6--author-name\">\n<a class=\"h6__link\" href=\"\/author\/krystal-chia\"><br \/>\n      Krystal Chia<br \/>\n  <\/a><br \/>\n  <\/h6>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div><\/div>\n<\/section>\n<section data-title=\"Content share and bookmark\" class=\"block block-mc-content-share-bookmark block-content-share-bookmark clearfix\">\n<div data-title=\"Content share and bookmark\" class=\"mobile_author_card block block-mc-content-share-bookmark block-content-share-bookmark clearfix\">\n<div class=\"mobile_author_card__image-wrapper\">\n<div class=\"mobile_author_card__image mobile_author_card__image--\">\n<a class=\"link\" href=\"\/author\/krystal-chia\"><\/p>\n<p>      <img decoding=\"async\" class=\"image\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--x5kbpstH--\/c_fill,g_auto,h_100,w_100\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/02\/26\/krystal-chia.png?itok=FqA2glQa\" alt=\"Krystal Chia \" title=\"Krystal Chia \"><\/p>\n<p>                <\/a>\n        <\/div>\n<\/p><\/div>\n<div class=\"mobile_author_card__name\">\n<a class=\"link link--author-profile\" href=\"\/author\/krystal-chia\"><br \/>\n      Krystal Chia<br \/>\n  <\/a>\n      <\/div>\n<\/div>\n<div class=\"article-publish article-publish--\">\n        29 May 2026 10:28AM\n      <\/div>\n<div class=\"js-popup-content with-authors\">\n<div class=\"bookmark-share\">\n<div 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class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>TAI\u2019AN, Shandong: Along the 7,500 stone steps of Mount Tai, 24-year-old Xiao Meng is making his 200th ascent of the sacred mountain.\u00a0<\/p>\n<p>Dubbed the leader of China&#8217;s Five Great Mountains, Mount Tai rises 1,545m above sea level in the eastern Shandong province.\u00a0<\/p>\n<p>For more than 2,000 years, Chinese emperors visited the mountain to pray.\u00a0<\/p>\n<p>Today, it is a popular destination among domestic travellers and seen as a test of one&#8217;s physical and mental endurance.\u00a0<\/p>\n<div class=\"in-article-games trimmed-content\">\n<div class=\"game-list-header\">CNA Games<\/div>\n<div class=\"game-list\">\n              <a class=\"game-tile\" href=\"https:\/\/www.channelnewsasia.com\/games\/guess-word\"><\/p>\n<div class=\"game-img\">\n            <img decoding=\"async\" title=\"Guess Word\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--9rksCQgs--\/c_fill,g_auto,h_100,w_100\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2025\/12\/03\/game_icon_-_wordrow_-_light_mode.png?itok=y_y6Lkrj\" alt=\"Guess Word\">\n          <\/div>\n<div class=\"game-desc\">\n<div class=\"game-title\">Guess Word<\/div>\n<div class=\"game-abt\">Crack the word, one row at a time<\/div>\n<\/p><\/div>\n<p>        <\/a><br \/>\n              <a class=\"game-tile\" href=\"https:\/\/www.channelnewsasia.com\/games\/buzzword\"><\/p>\n<div class=\"game-img\">\n            <img decoding=\"async\" title=\"Buzzword\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--rNELTwDG--\/c_fill,g_auto,h_100,w_100\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2025\/12\/03\/game_icon_-_buzzword_-_light_mode.png?itok=gjNCaVEc\" alt=\"Buzzword\">\n          <\/div>\n<div class=\"game-desc\">\n<div class=\"game-title\">Buzzword<\/div>\n<div class=\"game-abt\">Create words using the given letters<\/div>\n<\/p><\/div>\n<p>    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src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--vQydxQJa--\/c_fill,g_auto,h_100,w_100\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2025\/12\/03\/game_icon_-_mini_crossword_-_light_mode.png?itok=xnGbWUBS\" alt=\"Mini Crossword\">\n          <\/div>\n<div class=\"game-desc\">\n<div class=\"game-title\">Mini Crossword<\/div>\n<div class=\"game-abt\">Small grid, big challenge<\/div>\n<\/p><\/div>\n<p>        <\/a><br \/>\n              <a class=\"game-tile\" href=\"https:\/\/www.channelnewsasia.com\/games\/word-search\"><\/p>\n<div class=\"game-img\">\n            <img decoding=\"async\" title=\"Word Search\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--lVhq9IJO--\/c_fill,g_auto,h_100,w_100\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2025\/12\/03\/game_icon_-_word_search_-_light_mode.png?itok=J7DBf8e2\" alt=\"Word Search\">\n          <\/div>\n<div class=\"game-desc\">\n<div class=\"game-title\">Word Search<\/div>\n<div class=\"game-abt\">Spot as many words as you can<\/div>\n<\/p><\/div>\n<p>        <\/a>\n          <\/div>\n<div class=\"in-article-games__full-story-wrapper\">\n<div class=\"in-article-games__full-story-button-wrapper\">\n<a class=\"in-article-games__full-story-button\" href=\";\"><br \/>\n      Show More<br \/>\n  <\/a>\n      <\/div>\n<\/p><\/div>\n<div class=\"in-article-games__full-story-button-wrapper\">\n<a class=\"in-article-games__full-story-less-button\" href=\";\"><br \/>\n      Show Less<br \/>\n  <\/a>\n    <\/div>\n<\/p><\/div>\n<p>Despite carrying two bags <span>\u2013 his own and his client&#8217;s \u2013<\/span> Xiao Meng climbs steadily past other fatigued hikers struggling along the ascent.\u00a0<\/p>\n<p>\u201cAs long as clients want to climb, we guarantee that we can bring them to the peak, 100 per cent,\u201d he said, extending his hand to support his exhausted client.\u00a0<\/p>\n<p>Xiao Meng, as he only wants to be known, is not a typical tour guide, but a \u201cpei pa\u201d \u2013 literally, a \u201ccompanion climber\u201d.\u00a0<\/p>\n<p>He does everything a tour guide does: explains the area\u2019s history and landmarks, takes photographs and ensures his clients\u2019 safety. But he also provides physical and emotional support.\u00a0<\/p>\n<p>He provides the essentials such as food and water, holds clients&#8217; hands, keeps conversations flowing, offers endless encouragement and, if requested, even carries exhausted climbers for short stretches.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"social-media\">\n<div>\n<article>\n<div>\n<div class=\"video-embed-field-provider-youtube video-embed-field-responsive-video\">\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>Xiao Meng\u2019s job is part of China\u2019s growing so-called \u201cemotional economy\u201d, where consumers are no longer paying only for a product or service\u2019s practical value, but for the feelings it evokes, be it excitement, comfort, joy or novelty.\u00a0<\/p>\n<p>Such experiences are increasingly described in China as \u201cqing xu jia zhi\u201d, or \u201cemotional value\u201d.\u00a0<\/p>\n<p>Following buzzwords such as \u201c<a href=\"https:\/\/www.channelnewsasia.com\/commentary\/china-young-lying-flat-social-challenges-birth-rate-economy-3028196\">lying flat<\/a>\u201d and \u201c<a href=\"https:\/\/www.channelnewsasia.com\/east-asia\/china-two-sessions-involution-neijuan-4978661\">involution<\/a>\u201d, this has become the latest catchphrase capturing the mood of Chinese society.\u00a0<\/p>\n<p>Initially a term used in economics and marketing research, it went mainstream during Pop Mart\u2019s <a href=\"https:\/\/www.channelnewsasia.com\/today\/big-read\/pop-mart-labubu-worldwide-craze-5354541\">Labubu craze<\/a> in 2024, when analysts used it to explain why consumers were willing to spend significant sums on collectible toys.\u00a0<\/p>\n<p>The concept has since expanded across a wide range of goods and services in China.\u00a0<\/p>\n<p>Everyday products are now branded with cartoon characters, restaurants and retail spaces offer themed experiences, and a growing \u201ccompanionship economy\u201d \u2013 including services like Xiao Meng\u2019s \u2013 has emerged.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"podcast\">\n<div>\n<div>\n<article>\n<div class=\"omnystudio-podcast\">\n      <\/div>\n<\/article>\n<\/div><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<h2>THE BUSINESS OF COMPANIONSHIP<\/h2>\n<p>Xiao Meng was introduced to the companion climbing role by a friend last April, after graduating from a sports university.\u00a0<\/p>\n<p>\u201cMany people ask if we get tired \u2013 of course we do, especially if we&#8217;re climbing at night. But we are used to this, and it has almost become muscle memory,\u201d said the Shandong native.\u00a0<\/p>\n<p>He charges 700 yuan (US$100) a day, in line with market rates. He can reach Mount Tai\u2019s summit in just two hours and 15 minutes, far quicker than the roughly six hours most amateur climbers take.\u00a0<\/p>\n<p>Xiao Meng admitted that providing emotional support during climbs can be mentally draining, but the work also gives him a sense of satisfaction.\u00a0<\/p>\n<p>\u201cIf a client is feeling low and I have to keep cheering her up, that can be exhausting. But when we finally reach the summit and she is so happy, my fatigue fades away,\u201d he told CNA.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--3CYbMw-1--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/28\/xiao_meng_krystal_climbing.png?itok=GPUM8_Ix\" alt=\"\"><figcaption class=\"figure__caption\">\n      Xiao Meng carries both his own backpack and his client\u2019s during an uphill hike. Companion climbers help clients with everything from carrying bags to offering encouragement along the journey. The role has surged in popularity across China. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>Sometimes, there are unusual requests. Xiao Meng recalled organising a climb involving 24 companion climbers for just two clients who simply wanted to have a lively atmosphere. The team even brought durians up the mountain to share during the trip. \u00a0<\/p>\n<p>He has also carried a bouquet of flowers for a client&#8217;s marriage proposal, and a weighing scale so a client could compare her weight before and after the climb.\u00a0<\/p>\n<p>However, like many companion climbers, Xiao Meng establishes clear boundaries upfront to keep the relationship professional. Socialising with clients after the climb, such as drinking together, is considered off-limits.<\/p>\n<p>Many say the companion climbing trend originated on Mount Tai because of the mountain\u2019s gruelling ascent, which often pushes climbers to emotional extremes. Online, there is even a saying that couples who climb Mount Tai together will either get married or break up.\u00a0<\/p>\n<p>Companion climbing exploded in popularity last year, and quickly expanded across China. There are now WeChat groups with hundreds of companion climbers, along with referral systems and commissions.<\/p>\n<p>Most companion climbers are men \u2013 many of them graduates from sports universities \u2013 although there are also female companion climbers.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--uFW-gaad--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/29\/companion_climber_xiaomeng_taishan.png?itok=6mq6wjuc\" alt=\"\"><figcaption class=\"figure__caption\">\n      Xiao Meng, 24, says working as a companion climber gives him a strong sense of satisfaction. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>Xiao Meng had initial doubts about the career prospects of companion climbing, but later saw the strong demand for the service and the emotional value it provides.\u00a0<\/p>\n<p>\u201cSome clients are unable to reach the summit alone and they&#8217;d have regrets if they came from far away. Solo travellers might also think it&#8217;s boring to climb alone and want to have a better experience enjoying the joys of climbing,\u201d he said.\u00a0<\/p>\n<p>\u201cThis is an uplifting job that allows me to meet all kinds of people and also keeps me fit. Compared with perhaps many young people today who are idle or unwilling to work, this role is full of positive energy.\u201d\u00a0<\/p>\n<h2>\u201cTRULY REVOLUTIONARY\u201d CULTURAL SHIFT\u00a0<\/h2>\n<p>China\u2019s emotional consumption market is projected to exceed 4.5 trillion yuan (US$662 billion) by 2029, up from 2.72 trillion yuan in 2025, according to Guangzhou-based consultancy iiMedia Research Group.\u00a0<\/p>\n<p>Against the backdrop of traditional Chinese society, this phenomenon represents a profound cultural shift, said Ji Yingchun, a sociology professor at Shanghai University.\u00a0<\/p>\n<p>\u201cTraditionally, Chinese family and social life operated under a patriarchal, patrilineal and hierarchical framework,\u201d she said.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--7-cFgueb--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/28\/ji_yingchun_a_sociologist_professor_at_shanghai_university.png?itok=LDZlVjIb\" alt=\"\"><figcaption class=\"figure__caption\">\n      Ji Yingchun, a sociologist professor at Shanghai University, says China\u2019s modernisation has accelerated individualism and people\u2019s sense of self. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>Confucian teachings also encourage people to be prompt in action and reserved in speech, and not to over-indulge in emotions.\u00a0<\/p>\n<p>\u201cSociety didn\u2019t (use to) focus much on emotional exchange and interactions,\u201d she added. \u201cThe changes we are seeing today are truly revolutionary.\u201d\u00a0<\/p>\n<p>Experts across sociology, psychology, economics and consumer strategy say the rise of emotional consumption is largely driven by anxiety and uncertainty about the future.\u00a0<\/p>\n<p>Ji explained the phenomenon through two sociological theories: Ulrich Beck\u2019s \u201cRisk Society\u201d, which argues that modernisation creates both wealth and widespread insecurity; and Hartmut Rosa\u2019s \u201caccelerated society\u201d theory, which notes that the increasing pace of modern life leaves individuals feeling intense time pressure and loneliness.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--H7_QmkwC--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/29\/bbt_milk_tea_bubble_tea_china.png?itok=bok5tTTL\" alt=\"\"><figcaption class=\"figure__caption\">\n      An employee makes milk tea beverages at a shop in China. Economists see strong growth ahead for \u201cemotional consumption\u201d sectors such as milk tea, collectibles and games. (Photo: Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<h2>JOB ANXIETY LINK TO EMOTIONAL SPENDING<\/h2>\n<p>Since China\u2019s reform and opening-up in 1978, the country\u2019s economy grew at an average annual rate of 8.9 per cent through 2023. China\u2019s digital revolution also produced some of the world\u2019s largest technology companies.\u00a0<\/p>\n<p>But that momentum weakened when the COVID-19 pandemic hit, compounded by a prolonged property crisis.\u00a0<\/p>\n<p>China has set an economic growth target of <a href=\"https:\/\/www.channelnewsasia.com\/east-asia\/china-two-sessions-economy-gdp-target-15th-five-year-plan-5969961\">4.5 to 5 per cent this year<\/a>, its lowest since 1991. Youth unemployment has also remained elevated for years, most recently at 16.3 per cent in April.\u00a0<\/p>\n<p>ANZ Bank senior China strategist Xing Zhaopeng said there is a correlation between China\u2019s youth unemployment rate and emotional spending.\u00a0<\/p>\n<p>The bank estimates that a quarter of the 30 million people unemployed in China are youths aged 16 to 24. Another 12.7 million university graduates will enter the job market this year, further squeezing employment opportunities.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--1SwIKd8g--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/29\/anz_bank_senior_china_strategist_xing_zhaopeng.png?itok=7oS-njx6\" alt=\"\"><figcaption class=\"figure__caption\">\n      ANZ Bank senior China strategist Xing Zhaopeng speaks to CNA during an interview. He says there is a clear link between youth anxieties over job security and emotional spending. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>\u201cWe don\u2019t see a reversal in the unemployment trend this year, with young adults still bearing economic pressures,\u201d Xing said. \u201cWhen people can\u2019t see long-term hope, they seek short-term psychological comfort and fulfilment instead.\u201d\u00a0<\/p>\n<p>The bank has forecast strong growth this year for sectors tied to emotional consumption, including milk tea, toys and games.\u00a0<\/p>\n<h2>RISKS OF CHASING EXTERNAL FULFILMENT\u00a0<\/h2>\n<p>The Labubu frenzy may have eased, but other collectibles are gaining popularity.\u00a0<\/p>\n<p>At Pop Mart\u2019s Crybaby exhibition in Shanghai in December, visitors queued to buy various products related to the toy character perpetually on the verge of tears.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--D26CZUBe--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/29\/crybaby_exhibition_shanghai_pop_mart_cna.png?itok=59dE15CH\" alt=\"\"><figcaption class=\"figure__caption\">\n      Pop Mart\u2019s Crybaby exhibition in Shanghai in December 2025. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>\u201cCrybaby can help to relieve stress,\u201d said one visitor, explaining his fascination with the toy. \u201cNormally, an adult won&#8217;t cry, but Crybaby can cry in place of you, and that improves one&#8217;s mood.\u201d\u00a0<\/p>\n<p>His comment reflects the psychology behind China\u2019s growing emotional economy.\u00a0<\/p>\n<p>\u201cSeveral core human needs lie beneath this qing xu jia zhi trend,\u201d said Selina Lin, a clinical psychologist at Parkway MediCentre Xintiandi.\u00a0<\/p>\n<p>Humans inherently crave recognition and connection, and toy characters can serve as an extension of the self, she said.\u00a0<\/p>\n<p>However, she warned that emotional spending can become a double-edged sword.\u00a0<\/p>\n<p>Consumer behaviour, including opening blind boxes, often triggers dopamine \u2013 a neurotransmitter linked to reward-driven behaviour, improved moods and pleasure. While dopamine is essential for survival, it can also become addictive.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<section class=\"block block- block--view-mode-default clearfix\">\n<figure class=\"figure block block- block--view-mode-default clearfix\" data-img-id=\"\">\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--SiNbdI4x--\/c_fill,g_auto,h_468,w_830\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2021-08:cna,w_0.1\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2026\/05\/29\/selina_lin_clinical_psychologist_at_parkway_medicentre_xintiandi.png?itok=Yg-GPk6t\" alt=\"\"><figcaption class=\"figure__caption\">\n      Clinical psychologist Selina Lin speaks to CNA during an interview in Shanghai. She cautions that emotional spending may provide short-term satisfaction at a longer-term cost. (Photo: CNA\/Emil Wan)<br \/>\n    <\/figcaption><\/figure>\n<\/section>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"text\">\n<div class=\"text-long\">\n<p>\u201cWe cannot fully rely on the external world for fulfilment. Instead, we can absorb these positive experiences to build a more solid and resilient self,\u201d Lin said.\u00a0<\/p>\n<p>As consumption trends evolve and Chinese society continues to modernise, experts believe the pursuit of emotional gratification is here to stay.<\/p>\n<p>China\u2019s former vice-minister of commerce Wei Jianguo described emotional consumption as a \u201ctrillion-yuan new growth pole\u201d that is key for macroeconomic balance, according to state media.\u00a0<\/p>\n<p>\u201cQing xu jia zhi was once a little-known academic term but it is now the thematic word for China\u2019s young people,\u201d said Shanghai University\u2019s professor Ji, adding that China\u2019s modernisation has accelerated individualism and people\u2019s sense of self.\u00a0<\/p>\n<p>\u201cIt reflects the changes of an entire generation and is a cultural barometer of our times.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper\">\n<div class=\"referenced-card\">\n<h4 class=\"h4 h4--related-block\">\n<div>Related:<\/div>\n<\/h4>\n<div>\n<div>\n<div class=\"media-object\">\n<div class=\"media-object__figure\">\n  <a class=\"link\" href=\"\/east-asia\/china-hanfu-experience-cultural-confidence-new-face-popularity-5653586\"><br \/>\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--xKeP1ITD--\/c_crop,h_1037,w_1844,x_0,y_1\/c_fill,g_auto,h_98,w_175\/f_auto,q_auto\/v1\/mediacorp\/cna\/image\/2025\/12\/19\/mmexport1765445357428.jpg?itok=Wipm_ior\" alt=\"\"><br \/>\n                <\/a>\n    <\/div>\n<div class=\"media-object__content\">\n<div class=\"media-object__body\">\n<div class=\"list-object\">\n<h6 class=\"h6 list-object__heading\">\n<a class=\"h6__link list-object__heading-link\" href=\"\/east-asia\/china-hanfu-experience-cultural-confidence-new-face-popularity-5653586\"><br \/>\n      <span>New wave of \u2018cultural confidence\u2019: Inside the explosive growth of China\u2019s hanfu experience<\/span><br \/>\n  <\/a><br \/>\n  <\/h6>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"media-object\">\n<div class=\"media-object__figure\">\n  <a class=\"link\" href=\"\/east-asia\/chinamaxxing-becoming-chinese-viral-trend-china-culture-5946661\"><br \/>\n            <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/dam.mediacorp.sg\/image\/upload\/s--ArE2Ewkg--\/c_crop,h_450,w_800,x_0,y_48\/c_fill,g_auto,h_98,w_175\/fl_relative,g_south_east,l_mediacorp:cna:watermark:2024-04:reuters_1,w_0.1\/f_auto,q_auto\/v1\/one-cms\/core\/2026-01-24T022211Z_1_LYNXMPEM0N016_RTROPTP_3_LUNAR-NEWYEAR-CHINA-LANTERNS.JPG?itok=k6Mo9riH\"><br \/>\n                <\/a>\n    <\/div>\n<div class=\"media-object__content\">\n<div class=\"media-object__body\">\n<div class=\"list-object\">\n<h6 class=\"h6 list-object__heading\">\n<a class=\"h6__link list-object__heading-link\" href=\"\/east-asia\/chinamaxxing-becoming-chinese-viral-trend-china-culture-5946661\"><br \/>\n      <span>The rise of &#8216;Chinamaxxing&#8217;: Cultural curiosity or TikTok caricature?<\/span><br \/>\n  <\/a><br \/>\n  <\/h6>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div><\/div>\n<\/section>\n<section data-title=\"Source\" class=\"block block-layout-builder block-field-blocknodearticlefield-source clearfix\">\n<div class=\"source__block\">\n<div class=\"source source--with-label\">\n    Source: CNA\/dn\n  <\/div>\n<\/p><\/div>\n<\/section>\n<section data-title=\"Categories\" class=\"block block-layout-builder block-field-blocknodearticlefield-category clearfix\">\n<div>\n<div>\n<div class=\"newslettercategory hidden\">\n<div class=\"layout layout--onecol\">\n<div class=\"layout__region layout__region--content\">\n<section data-title=\"Newsletter\" class=\"block block-layout-builder block-field-blocktaxonomy-termcategoryfield-newsletter 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Xiao Meng, a companion climber, holds the hand of CNA correspondent Krystal Chia during their ascent up Mount Tai in Shandong \u2013 a gesture meant [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":912,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0 - Asia Newscast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.asianewscast.com\/?p=911\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0 - Asia Newscast\" \/>\n<meta property=\"og:description\" content=\"Advertisement East Asia China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0 \u201cEmotional value\u201d is China\u2019s\u00a0latest catchphrase determining how people spend and behave, but also reflective of modern-day anxieties. 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Xiao Meng, a companion climber, holds the hand of CNA correspondent Krystal Chia during their ascent up Mount Tai in Shandong \u2013 a gesture meant [&hellip;]","og_url":"https:\/\/www.asianewscast.com\/?p=911","og_site_name":"Asia Newscast","article_published_time":"2026-05-29T03:32:07+00:00","og_image":[{"width":830,"height":468,"url":"https:\/\/www.asianewscast.com\/wp-content\/uploads\/2026\/05\/taishan_mount_tai_companion_climbing_cna_krystal-lzk0ea.jpg","type":"image\/jpeg"}],"author":"ANC News Desk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ANC News Desk","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.asianewscast.com\/?p=911#article","isPartOf":{"@id":"https:\/\/www.asianewscast.com\/?p=911"},"author":{"name":"ANC News Desk","@id":"https:\/\/www.asianewscast.com\/#\/schema\/person\/2c9f588ee00d3b2b92133babac793e30"},"headline":"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0","datePublished":"2026-05-29T03:32:07+00:00","mainEntityOfPage":{"@id":"https:\/\/www.asianewscast.com\/?p=911"},"wordCount":2073,"publisher":{"@id":"https:\/\/www.asianewscast.com\/#organization"},"image":{"@id":"https:\/\/www.asianewscast.com\/?p=911#primaryimage"},"thumbnailUrl":"https:\/\/www.asianewscast.com\/wp-content\/uploads\/2026\/05\/taishan_mount_tai_companion_climbing_cna_krystal-lzk0ea.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.asianewscast.com\/?p=911","url":"https:\/\/www.asianewscast.com\/?p=911","name":"China\u2019s \u2018emotional value\u2019 phenomenon is redefining goods, services and society\u00a0 - 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