Surpassing Milk Tea and Movies... The Trend Captivating Chinese Millennials and Gen Z

China's Millennials and Gen Z Embrace Foot Massage

Differentiation in Price and Service by Brand

Foot massage is rapidly catching on as a trend among the Millennials & Gen Z in China.

On June 1, Chinese media outlet China.com reported, "Young people suffering from emotional anxiety and physical fatigue are increasingly focusing on health and wellness, such as foot massages."

Young people in China are showing increasing interest in foot massage. Unrelated to the article. Pixabay.

Half of Foot Massage Users Are Young People

According to the report, more than half of those using foot massage services in China are from the younger generation. Data from Chinese healthcare brand Huaxialiangzi indicates that, last year, the primary consumer groups in China's massage and foot bath market were those born in the 1990s (38.7%) and 2000s (14.8%). Posting proof shots of receiving a foot massage on social networking services (SNS) has become a new trend among young people.

China.com stated, "These days, young people tend to sit late into the night to study or work. Many spend the entire day looking at their smartphones." The report continued, "Because of poor posture, pain in the neck and lower back has become a common ailment among the young generation." It added, "The shift in their spending toward massage services appears to reflect a heightened interest in both physical and mental health among young people."

Industry experts cite several reasons for the interest of young people in massages, including: ▲ lower spending burden compared to karaoke or drinking gatherings ▲ stress relief ▲ interest among those exhausted by SNS addiction and working overtime ▲ and the appeal of trendy services and stylish interiors.

Rapid Market Growth... Brands Compete on Price and Service Differentiation

The market size is also experiencing rapid growth. According to data from Chinese market research firm iResearch, last year the market size of the foot massage and foot bath industry in China reached 700 billion yuan (approximately 156.597 trillion won). This figure far surpasses the market size for milk tea (374.9 billion yuan) and movies (51.8 billion yuan), which are other popular pastimes among Chinese youth.

Brands are diversifying their offerings in terms of price and services. The popular brand Zhengyuanyuan has gained popularity by offering affordable prices at 49 yuan (about 10,000 won), expanding its outlets to around 9,400 nationwide as of last year. Huaxialiangzi provides systematic services ranging from basic foot baths to full-body massages, priced between 169 and 549 yuan (about 37,000 to 120,000 won). This brand is also expanding its market to Germany, Canada, and the United States. Qishuiting and Yuma Space, where the average price per person approaches 1,000 yuan (about 190,000 won), are considered the most popular choices among young people.

Experts predict that the industry will continue to grow. By the end of this year, the market size is expected to surpass 730 billion yuan (about 163.535 trillion won), with the number of users approaching 250 million.

This content was produced with the assistance of AI translation services.