"How Much Can You Buy for 20,000 Won?" Bustling... Millennials and Gen Z Flock to an 'Unexpected Shopping Hotspot' [China.zip]

Traditional Markets Gain Popularity Among Millennials and Gen Z
"Reflects Young People's Changing Shopping Habits"
Emerging as a Way to Boost Urban Economies

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China's Millennials & Gen Z have recently been flocking to traditional markets. They are becoming a new shopping destination for young people, who can buy hot food unavailable at large supermarkets or online shopping platforms, handmade crafts that showcase their individuality, and fresh fruit, fish, and meat at affordable prices.

This is seen as a result of young people, who were once strongly influenced by others' opinions and behavior, turning away from flashy, impractical symbols of consumption and toward things they like and practical products. As the focus shifts from "consumption to impress others" to "consumption for oneself," personal satisfaction and comfort have become the criteria for deciding whether to buy.

China's Millennials & Gen Z have recently been flocking to traditional markets. Baidu, China.

Traditional Markets Emerge as a Hot New Shopping Trend for Young People

Photo for illustrative purposes. Pexels.

The Beijing Daily recently reported that "traditional markets, once considered the preserve of older generations, are now becoming a hot shopping trend among young people." Young people and tourists are visiting markets to shop and unwind, and traditional markets are regaining their vitality amid new consumer demand. The craze has also spread across social media, with challenges such as "How much can you buy at a market with 100 yuan (about 20,000 won)?" trending on platforms including Douyin and Xiaohongshu.

Traditional markets offer an unpretentious atmosphere, emotional comfort, a wide variety of goods, and good value for money that large supermarkets and shopping malls cannot match. In older markets, visitors can find local specialties and enjoy performances such as puppet shows, as well as hands-on activities. The market atmosphere, where people can chat with vendors and feel the energy of everyday life, offers a respite for young people weary of their daily routines.

Mu, an office worker who visits markets more often than large supermarkets, said, "I like the lively atmosphere of markets," adding, "It's also fun to pick out unique and pretty accessories and clothes that you can't find online."

Traditional Market Revival Draws Attention as a Way to Boost China's Urban Economies

Recently, China's Millennials & Gen Z have been flocking to traditional markets. Baidu, China.

Traditional markets' popularity is also benefiting nearby accommodation and transport businesses, and has emerged as an alternative way to boost urban economies. Once-lifeless urban spaces, including old streets, abandoned factories, and areas beneath bridges, are being brought back to life by the revival of traditional markets. Chinese authorities are also responding to this trend by significantly improving facilities such as parking lots, public restrooms, and rest areas. In fact, a traditional market in Ningxia with around 400 shops draws up to 30,000 visitors a day during peak season, and its annual transaction volume has exceeded 100 million yuan (about 19.8 billion won).

According to a recent survey by a platform, 72.6% of Millennial and Gen Z respondents said they had been shopping offline more often recently. The proportion was even higher among people in their 20s and 30s, at over 81%. About half of respondents said they spent an average of 501 to 1,000 yuan (about 100,000 to 200,000 won) per month on offline shopping, including at traditional markets.

However, more than 60% of market stall vendors earn just 300 to 800 yuan (about 60,000 to 160,000 won) in average daily sales, a challenge that needs to be addressed. Local experts stress that, for traditional markets to continue growing, vendors must be assured a stable income while the quality and competitiveness of their products are improved. They added, "Markets need to combine content themes, performances, and creative elements, rather than simply offering something to look at," and explained that "traditional markets need to build a loyal following through content planning."

Professor Xu of Chongqing University of Technology analyzed that young people are flocking to traditional markets because these markets offer the distinctive appeal of bringing together reasonable prices and a wide range of categories. He added, "This reflects the changing shopping habits of younger generations," explaining that "they are moving from symbolic to practical, from sophisticated to reasonable, and from online (virtual) to the real world." He said that conversations with vendors also provide young people with a warm and stimulating experience, adding, "Human interaction, the fun of bargaining, and new experiences have won over young people more than standardized cleanliness and efficiency."

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