"Being Alone and Enjoying Life Is the Best"...The Identity of Those Driving a KRW 2,642 Trillion Market [China.zip]

Emerging as a Major Consumer Trend in China
Number Surpasses 282 Million, 25.1% of Adults
Shift in Consumption Patterns Toward Single-Person Households

Editor's NoteThis is an ongoing feature series that unpacks and delivers only the essential highlights from the vast and complex stories of China’s economy, society, and culture.

The rising number of young people in China who enjoy living alone has made the 'single economy' (independent living economy·單身經濟) a major consumption trend.

According to recent data released by China’s Ministry of Civil Affairs and the National Bureau of Statistics, as of early this year there were 282 million single men and women in China (including those who are unmarried, divorced, or widowed), accounting for 25.1% of the adult population. Local experts expect this number to surpass 300 million by the end of this year.

AI generated image.

This year, the population of unmarried individuals of marriageable age is estimated to reach around 123 million, and more than 76% of them are projected to remain unmarried. As population aging accelerates, there is also a rapid surge in single-person households among the elderly, including those living alone. Accordingly, the annual consumption scale of the single-person economy amounts to 13 trillion yuan (about KRW 2,642.38 trillion), nearly 20% of China’s total retail sales of consumer goods. For decades, consumption patterns centered on multi-person households, but the structure is now shifting toward single-person households.

In China, the lifestyle of eating, living, and spending leisure time alone is no longer seen as a temporary trend but is instead becoming a firmly-rooted reality. According to a 'Single-Person Household Report' by Baker Research Institute, a Chinese real estate research platform, as of 2024 there are about 110 million single-person households among people aged 20 to 50, with 83 million being young single households aged 20 to 39.

Younger Generation Choosing Singleness as a Practical Alternative

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'Soaring costs of living' are cited as a primary reason for the surge in the single lifestyle. According to data from a local real estate platform, in top-tier cities such as Beijing and Shanghai, the costs for securing a new home and hosting a wedding typically amount to 1.5–2 million yuan (about KRW 310 million–412 million). This only covers the expenses for the wedding; when adding the costs of childbirth, child-rearing, and mortgage repayments, the burden grows even heavier. Local experts say, “Young generations are choosing the lifestyle of being single as a practical alternative among their various options, rather than sticking to the traditional family model.”

Such demographic changes are also reshaping the industrial landscape. For several years, single-portion menus have become commonplace at local restaurants and hotpot establishments. Supermarkets and convenience stores are also stocking a growing range of ready-made meals designed for one. Particularly as single dining becomes more widespread, Douyin (the Chinese version of TikTok) reported that in 2026, transactions for ‘single hotpot’ surged by 234% year-on-year, with participating purchasers increasing by 114%.

On the 19th, Lanjing News reported, “Trends allowing people to select items to suit personal taste are spreading, boosting the popularity of solo dining and mini meal sets,” adding, “Women make up the largest share of consumers, and Generation Z (born in the late 1990s to early 2010s) and people in their 30s are the key groups.” The report further analyzed, “Being able to enjoy meals without disturbance or pressure from others matches perfectly with Generation Z’s fragmented social needs.”

Spread of Small Homes, Smart Security, and Medical Escort Services

Photo to aid article understanding. Baidu, China.

In the residential and lifestyle goods market, small apartments, one-person dining tables, and mini refrigerators are enjoying boom-level popularity. The market for customized remodeling of compact apartments is also rising sharply. According to the China Building Decoration Association and housing platform Tubatu, the local home decoration market is estimated to reach about 3.2 trillion yuan this year, with transactions for apartments smaller than 90 square meters making up 41%.

The anxiety that can come with living alone is fueling growth in the security industry. This year, China’s smart security system market size is projected to reach about 85 billion yuan (about KRW 17 trillion), achieving a high average annual growth of 30% over the past three years. The market is led by smart door locks (40%), home smart cameras (30%), window sensors, and emergency call devices.

In addition, 'paid medical escort services' are gaining traction for people who have difficulty going to hospitals alone. According to a report by Zheyin Consulting, as the number of single-person households rises, commercial medical escort service usage is increasing rapidly by millions of cases. The main consumer group is single women living in urban areas. All-day escort service prices typically range from 150 to 400 yuan. The demand for these services is driven by anxieties about having no one to turn to for help when visiting the hospital or experiencing unexpected health issues while alone.

Amid Criticism of Loneliness Marketing, “Market for 300 Million Has Become a Practical Solution”

According to local media, the scale of China’s single economy market is expected to continue expanding over the next decade, surpassing 20 trillion yuan (about KRW 4,065.2 trillion). However, some criticize the single-person economy as “selling loneliness” or exacerbating social fragmentation. On the other hand, many argue that single-person households are now entirely commonplace, and energizing the market economy to ensure that up to 300 million single-person households can enjoy safe and satisfying lives is the rational way forward.

An industry official commented, “Accurately understanding the needs of single-person households and helping them build better lives should become a new mission for companies,” emphasizing, “To support stable growth in the single-person economy market, businesses need to strengthen foundations not only by competitive pricing, but also by offering products and services that provide convenience, time savings, and emotional value.”

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