"I Order Delivery Just to Collect 'This'... The Secret Behind the Bags Captivating China's Generation Z"

Transformed into Calendars, Bags, Cup Holders, and AirPods Cases
Collaborations with Various Brands Captivate Young Consumers

Recently, it has become trendy among China's Generation Z (those born between 1997 and 2011) to collect or recycle shopping bags (paper bags and insulated bags) used for takeout.

On June 10, the state-run media outlet China Daily reported that takeout shopping bags are being repurposed as calendars, commuter bags, cup holders, picnic mats, and more. According to the report, takeout shopping bags used by food delivery companies in China are gaining popularity among young people through collaborations with various brands. While these bags might be thought of as products used only for deliveries, they have captivated the younger generation by incorporating elements from animation, game company characters, traditional Chinese designs, trendy, and retro aesthetics through such collaborations.

In China, it is trendy to collect or recycle shopping bags (paper bags, insulated bags) used for takeout. Chinese Weibo.

Not Just a Simple Shopping Bag... A Trend Embedded in Daily Life

China Daily stated, "Shopping bags that were simply used to carry food have become a central trend among the younger generation." On Chinese social media, hashtags such as "shopping bag upcycling" and "insulated bag recycling" are gaining popularity. Users fold shopping bags to organize their refrigerators, or upcycle them into picnic mats or cup holders, posting photos as proof. The media noted, "In the past, people collected stamps or movie tickets, but now the younger generation records their daily lives with takeout shopping bags."

In an interview, an office worker surnamed Lee said she collects shopping bags received from popular dessert cafes. After watching upcycling videos on social media, she made a lunch bag and an earphone pouch. She commented, "They're so pretty and sturdy that it's a shame to throw them away after just one use," adding, "Sometimes I even place delivery orders just to get limited edition takeout shopping bags." The media interpreted this as shopping bags becoming ingrained in daily life and being reinterpreted as items of greater value.

Collecting or recycling shopping bags (paper bags, cooler bags) used for takeout has become a trend. Chinese Weibo.

Survival Strategies in the Saturated Food and Distribution Industries... Marketing with Brand Identity

The focus on shopping bags by delivery companies is seen as a survival strategy amid the saturated food and distribution industries. The food delivery market in China has already reached a saturation point. Companies must target niche markets beyond just product taste or service, so they use packaging materials that not only meet functional needs such as insulation but also reflect the brand’s identity as part of their marketing efforts.

Technological advancements in China's packaging and printing industries are also contributing to this trend. Unlike in the past, when only bulk orders were possible, the development of digital printing technology has recently enabled small-batch orders. Small-scale independent cafes and popular eateries can now quickly and affordably create unique, custom-made shopping bags and insulated bags, rivaling those of large corporations.

"A Shift in Marketing Paradigms... Blending into Everyday Happiness"

Experts analyze this phenomenon as a reflection of a shift in corporate marketing paradigms. Whereas TV commercials used to be the main way to catch consumers’ attention, marketing has now evolved to permeate consumers’ everyday lives. This is also linked to changes in the values of young consumers. China's younger generation is not satisfied with functionality alone; they focus on consumption that offers visual and emotional satisfaction. Since these trends also allow them to express eco-friendly values, they use upcycling and recycling trends to showcase their individuality.

Wang Fei, professor of Advertising Media Economics at the School of Journalism and Communication at Renmin University of China, pointed out, "Takeout shopping bags are always with you—on your commute, at work, or when returning home. They have become tools that naturally blend into and reflect daily life." These bags also serve as instruments for expressing one's individuality. As a result, many companies are seeking ways to communicate with the younger generation. Professor Wang added, "A well-made shopping bag can bring simple happiness," and noted, "Photos documenting the process of collecting and utilizing takeout shopping bags have a value that goes beyond simply sharing pictures of food."

Meanwhile, according to the annual report on China's food service industry, the scale of the food delivery market in China is expected to exceed 1.4 trillion yuan (approximately 314.86 trillion won) this year, up more than 10% from the previous year. This figure accounts for about 24% of the total restaurant industry sales. According to corporate data platform Qichacha, as of June 3, there were a total of 3,871,000 delivery companies in China. The number of newly registered companies last year was 1,237,600, an increase of 9.26% compared to the same period the previous year. So far this year alone, 508,500 new companies have been registered. By region, the eastern region of China accounted for the largest share at 35.88%.

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