Young adults in China are experiencing a shift in their consumption habits, moving away from logo-mania and towards spiritual luxury. This trend is characterized by a desire for emotional value, unique identities, and experiences that provide a sense of self-definition and emotional container.

Spiritual Consumption on the Rise

The economy of “xuanxue,” or spiritual mysticism, has boomed in recent years, with a range of price points. Young city-dwellers are spending more on “lucky” accessories, crystals, and Zen-inspired fashion and fragrances in an apparent bid for emotional release.

According to e-commerce data, year-on-year sales of crystal bracelets jumped by 320% in China in 2024, accounting for more than a third of the country’s estimated 3-billion-yuan ($444 million) online crystal market. Luxury brands are also capitalizing on this trend, with some launching spirituality-themed marketing campaigns.

A New Form of Self-Definition

Linda Yu, a general manager at marketing agency Red Ant Asia, notes that young people are no longer just paying for a product, but “paying for a form of self-definition and an emotional container.” This shift in consumption habits reflects a desire for unique identities and experiences that provide a sense of emotional fulfillment.

Local luxury labels have been integrating Chinese philosophies into their branding, with some using subtle references to spiritualism. For example, the viral handbag brand Songmont has a podcast that discusses topics like self-acceptance and creativity in contemplative two-hour episodes.

Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.