"Just This One Thing and I Feel at Peace": Why Young People Are Embracing 'Spiritual Consumption' [Z Gold Around the World]

Spiritual Consumption Spreads Among Young People in China
Crystal Bracelets and Feng Shui Accessories Gain Popularity
Spending on Emotional Comfort Amid Uncertain Futures

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is attracting attention as a generation setting new standards across society, leading culture and trends in a rapidly changing era. [Z Gold Around the World] seeks to shed light on the lives and values of Generation Z worldwide, and to explore how they are transforming society.

Among Chinese youth, so-called 'spiritual consumption'—pursuing emotional comfort and luck rather than flaunting luxury logos—has emerged as a new trend. Analysts say that the growing sense of anxiety about the future, due to factors such as a sluggish job market, economic downturn, and the spread of artificial intelligence (AI), is leading more people to spend on purchases that provide emotional satisfaction.

Even Luxury Now Hinges on 'Luck'... Seeking Meaning Over Brand

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Recently, CNN in the United States highlighted the shift in consumption trends among Chinese Millennials & Gen Z with an article titled "Forget logos, young people in China want 'spiritual' luxury." The article noted, "The logo craze, which for years symbolized Chinese Millennials & Gen Z consumption, is now over," adding that spending focused on emotional value rather than brand display is on the rise.

Yang Zilui, a 22-year-old university student living in Nanjing, said, "Clothing, shoes, and accessories always had to be from famous brands. At first, I bought Nike and Adidas, and later my interest shifted to Gucci and Balenciaga." However, since entering university in 2022, she explained, "I now spend more on things that bring emotional value, like small accessories, stuffed toys, perfumes, or travel," adding, "I like items that offer new experiences or unique identities."

As more young people pursue meaningful consumption, items such as crystal bracelets and feng shui accessories—believed to bring good luck—are gaining popularity. The belief that wearing natural stones matching one's energy can improve fortune is spreading among the youth, and the related market is growing rapidly. According to e-commerce data cited by Singaporean Chinese-language media Lianhe Zaobao, sales of crystal bracelets in China increased by 320% in 2024 compared to the previous year.

This shift is also visible in luxury consumption patterns. On Chinese social networking services, posts are spreading that treat Cartier's "Juste un Clou" bracelet as an item that wards off bad luck, and Tiffany & Co.'s "T" bracelet as one that boosts career prospects. In other words, even when buying luxury goods, more consumers are seeking luck or psychological meaning instead of simply flaunting the brand.

Visiting Temples and Even 'Digital Prayers'... Spiritual Consumption Expands

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The drive to seek spiritual experiences is also becoming more pronounced. Many are visiting temples across China, including Mount Emei in Sichuan Province—a Buddhist sacred site—as well as taking an increased interest in meditation and wellness programs. Mount Emei, a UNESCO World Heritage Site and a holy place of Chinese Buddhism, is now also gaining attention among young people as a "healing destination."

Liu Zheke, a 32-year-old university consultant, is not a devout religious person but purchased a prayer plaque at a temple during his honeymoon to wish for his family's health. He said, "As life's pressures grow, people visit temples to catch their breath, even briefly. Finding inner peace and spiritual fulfillment plays an important role."

He added, "Participating in spiritual activities helps alleviate uncertainty. The traditional path of entering a good university, studying hard, graduating, and landing a high-paying job no longer works for many young people." He went on to say, "With the emergence of artificial intelligence (AI), many people are no longer sure if their current jobs will still exist in the near future." In other words, with mounting uncertainty about the future, young people are seeking inner peace through lucky charms and spiritual experiences.

This trend is also spreading online. The digital spirituality market—including fortune-telling, tarot, and astrology apps—is growing rapidly, with some users receiving online fortune-telling consultations or donating small amounts to temple livestreams for so-called "digital prayers."

Corporate Marketing Strategies Shift... Focus on 'Inner Peace'

As youth consumption trends shift toward valuing 'spiritual experiences,' companies are also reorganizing their marketing strategies accordingly.

The bubble tea brand Moliti launched a collaborative product with a 1,700-year-old Hangzhou temple, while Burger King partnered with a Taoist landmark to sell "God of Wealth" figurines. The luxury wellness program "Energy Alchemy," operated in Bali, Indonesia, offers Chinese affluent Millennial women sessions including breathwork and Reiki, a Japanese spiritual healing practice. The five-day program costs 42,000 yuan (about 930,000 won).

Weili Chen Walter, founder of Energy Alchemy, said, "Many Chinese women have started asking fundamental questions about identity, burnout, and self-esteem. Young women are increasingly expressing online that they long not only for outward success, but also for inner peace."

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