"Focusing on My Own Happiness Over Others' Opinions"... How China's Millennials and Gen Z Live [China.zip]

Practical and Rational Consumption Trend
Selling Unnecessary Items and Using Rental Services
"Buying Only What’s Needed Instead of Stockpiling"

Editor's NoteThis is a serialized feature that unpacks fascinating stories about China's vast and complex economy, society, and culture, offering readers only the essentials, with nothing left out.

Recently, the keyword "simply living" (純過日子) gained widespread resonance on Chinese social networking services (SNS). Many users agreed it was "the perfect summary" of their lives. Tangible changes are occurring in several aspects of daily life, such as prioritizing practicality when choosing gifts, simplifying wardrobes, and cooking at home instead of relying on food delivery. Instead of pushing themselves to win in competition with others, people are now investing their energy in daily routines—eating well and resting well.

Behind this change lies an economic structure where high youth unemployment and an uncertain economic outlook have made it increasingly difficult to find a job, get married, or buy a home. Rather than chasing grand goals like promotions, success, or wealth, many are focusing on the present. Activities like thoughtful meals, leisurely walks, small hobbies, and spending quality time with family and pets have become more realistic and satisfying sources of happiness, forming a new cultural trend. This is in the same vein as catchphrases that became popular among Chinese youth a few years ago, such as "tangping" (lying flat and doing nothing) and "bailan" (letting things take their course).

Jinan Daily in China highlighted this phenomenon in a report from September 30, analyzing it as the result of a shift in mindset among Millennials and Gen Z, who are seeking inner peace rather than living to present themselves to others. The preference for pragmatic and rational daily life over others' views and social standards is becoming stronger.

Millennials & Gen Z Choose Practical Value over Formal Meaning

AI-generated image.

For this generation, practical value outweighs brand prestige, design, or formalities tied to anniversaries. According to a survey by the JD.com Consumer Industry Development Research Institute, 82.4% of young people consider "practicality" the most important factor when choosing gifts. A glance at social media shows a steady increase in searches for keywords related to "practical gifts," with household essentials and consumables like laundry detergent, mobile phone top-up vouchers, underwear, video platform subscriptions, and small home appliances now staples on birthday gift lists.

People who received a one-year supply of household goods and large quantities of cooking oil as gifts posted about it on social media, gaining sympathy. Xiaohongshu, China.

A working professional surnamed Yang said, "I received a one-year supply of laundry detergent and toilet paper, a hair dryer, and face wash from a friend as a birthday gift. They’re all practical and can be used for a long time, so I’m very satisfied." Another office worker in their thirties said, "I got cat food as a birthday present and found it much more useful than the flowers I received from another friend on the same day." A blogger in their twenties shared, "A friend gave me a 300-yuan (about 60,000 won) mobile phone top-up voucher as a birthday present, and I was truly satisfied."

Tidying Up and Reducing Consumption Become Popular

The trend of 'wardrobe decluttering' is spreading. Xiaohongshu, China.

The "wardrobe clearing" trend is also gradually taking hold. Instead of constantly buying new clothes, people are focusing on making the most of what they already have—sharing ideas like how to maximize outfit combinations or organize hangers. On SNS, keywords such as "wardrobe clearing," "small wardrobe recommendations," and "capsule wardrobe" are attracting attention, and rules like "for every new item bought, one unused item is disposed of" are being actively shared.

Ms. Hui, a woman in her forties living in Fujian province, stated, "By buying less clothing, I’ve reduced the exhausting process of deciding what to wear, making life much more comfortable." She added, "I’m spending less on clothes and investing more in travel, studying, and purchasing books." Media outlets note that, for younger generations, clothing is no longer about displaying brand value but rather about returning to functionality and reducing both overconsumption and anxiety.

This approach aligns with the rise in second-hand trading and rental consumption, both of which encourage decluttering and limiting unnecessary purchases. Items that aren’t used frequently are sold or borrowed for a few days to achieve satisfaction.

More People Cooking for Themselves Instead of Ordering Delivery

More people are cooking and eating at home instead of ordering delivery food. Photo to help understand the article. Photo by Pexels.

Likewise, there’s an increasing trend of people prepping meals for the upcoming week or packing lunchboxes over the weekend, opting for home-cooked food rather than the convenience of delivery. Attention is shifting away from expensive restaurants or SNS "foodie tours" to prioritizing healthy, home-cooked meals. According to a consumer trends survey by market research firm Mintel, 68% of consumers cited "eating more healthily" as the reason for cooking at home.

On social media, keywords such as "preparing a week’s worth of diet meals in two hours over the weekend" and "meal prep tips for office workers" are gaining traction. Ms. Wan, who lives in Nanning, Guangxi province, commented, "By shopping for my own ingredients and making my own seasonings, cooking feels much more reasonable. I don’t have to worry about choosing delivery food, and I can enjoy healthy meals at a lower cost, free from greasy or salty restaurant options."

According to Chinese entertainment media outlet EntGroup, content related to "delicious food" on SNS platforms surged by 1,072% last year compared to the year before. While prepping, washing, chopping, and stir-frying vegetables can be tedious, it’s being reframed as an opportunity to step away from smartphones and workplace stress. Preparing home-cooked meals, and even documenting that process, has become common content on social media.

Meanwhile, there is a declining appetite for marketing strategies like "discounts for purchases over a certain amount" or waiting in long lines to get discount coupons—a trend that was once popular. Local media outlets report that, after having experienced the waste of stockpiling during large-sale periods only to let items expire, consumers are no longer being swayed by promotions and are instead choosing to buy only as much as they need. The media summarize, "Consumers now avoid buying unnecessary items just to meet a minimum purchase requirement."

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