Emotional Value Is Changing Chinese Consumers’ Choices

In recent years, the term “emotional value” has appeared frequently in discussions of business in China. A plush toy makes a desk feel less lonely, a concert ticket offers a few hours of complete immersion and enjoyment, and a co-branded drink becomes worth buying because of its packaging and the memories it evokes. Not all of the money consumers pay corresponds to materials and function; part of it buys comfort, a sense of participation, and an opportunity to express themselves.

This does not mean that Chinese people have suddenly become irrational. On the contrary, many young consumers are cutting unimportant spending and comparing prices more carefully than before. They have simply expanded the scope of the question “is it worth it?” Whether something is durable still matters, but whether it can make them happy is now also included in its value.

“Useful” No Longer Has Only One Meaning

Traditional consumption often puts practical function at the center. A cup is for drinking water, toys belong to children, and travel is mainly for seeing sights. Emotional value makes the use of products more personal. A cup can bring a sense of ritual to daily use, adults can collect figurines, and a short trip may be only for seeing a performance or changing environments for a weekend.

This kind of consumption is common in goods and experiences that are not too expensive and can bring quick feedback. Blind boxes, plush toys, fragrances, flowers, pet products, game cosmetics, and offline performances are all included. They do not solve housing or work pressure, but they can create one concrete expectation in an ordinary day.

The Chinese internet expressions “healing,” “a sense of companionship,” and “a sense of ease” are precisely the emotions merchants are trying to address. Product design does not only explain what a product can do; it also evokes a particular way of living.

Why Young Consumers Mention It More Often

The pace of work, employment pressure, and loneliness in urban life make small, immediate satisfactions more appealing. Big-ticket goods require long-term planning, while an exhibition, a figurine, or a special meal can be enjoyed right away. Social media also brings people with the same interests together quickly, so personal hobbies are no longer only private pastimes.

Purchases can also become an expression of identity. Some people like traditional Chinese patterns, some collect particular anime characters, and others are willing to spend on outdoor activities, handicrafts, or pets. Through these choices, consumers tell others which interest circle they belong to and affirm how they arrange their lives.

There is an apparently contradictory phenomenon here: young Chinese people discuss saving money, lower-priced alternatives, and value for money on the one hand, while being willing to pay a premium for their interests on the other. The two are not in conflict. They may refuse to pay a high price for a brand logo whose difference they cannot see, yet be willing to spend on a very specific preference.

Brands Sell Resonance, but a Slogan Alone Is Not Enough

After seeing “emotional value” become popular, many brands began using words such as healing, companionship, and pleasing oneself. Products that consumers remember are usually more specific: easily recognizable characters, stories that continue to develop, activities people can take part in with friends, or offline spaces made with enough care.

Designer-toy brands such as Pop Mart combine character design, random draws, and collector communities. Museum cultural products turn historical images into everyday goods; food and beverage brands create shared topics through collaborations and limited-edition packaging. Opening, sharing, and exchanging have also become part of the buying experience.

However, resonance cannot replace quality. Design plagiarism, excessive scarcity marketing, or putting a “healing” label on ordinary products will all quickly erode trust. Emotional value can support a premium, but it cannot make consumers permanently overlook workmanship, service, and price.

This Consumption Also Has an Uncomfortable Side

Random blind boxes and limited sales can encourage repeated purchases. To draw the version they like, some people buy far more than they actually need. Displays on social media can also turn interests into comparisons: others own the whole set, so one may feel that one should keep buying as well.

When merchants use anxiety itself as a sales tool, emotional value becomes emotional pressure. Consumers originally wanted comfort, but end up regretting missing a limited edition, spending too much, or accumulating idle items.

“Emotional value” cannot give every purchase a flattering explanation. It describes how Chinese consumers are recalculating value: function and price remain, while happiness, belonging, and self-expression have also entered the ledger. Brands that see only the premium will miss the change this term points to.

References

- Chinese consumption amid the new reality (McKinsey, 2025) - 2025 Gen Z Emotion-driven Consumption Report (Soul App, 2025) - Value-for-emotion: The new currency of China’s emotional purchase (Daxue Consulting, 2025) - China Marketing to Gen Z Consumer Report 2025 (Mintel, 2025)