Driven by work stress, adult-oriented childish consumption including trendy toys, blind boxes and plush dolls booms into a trillion-yuan emotional economy, catering to young consumers’ needs for stress relief and emotional healing.

The fast-growing EDC fidget toy market in China caters to young consumers pursuing emotional comfort. These portable metal collectibles, especially high-end fidget spinners, witness surging sales despite steep prices, evolving from a niche hobby into a lucrative mainstream business.

This article examines the prevailing emotional consumption trend among Chinese young people. Driven by mounting life pressures, modern youngsters prioritize emotional comfort and spiritual fulfillment over pure material utility. The paper analyzes the core features of such consumption shifts based on Shandong’s cultural tourism cases, and illustrates how rising demand for emotional value reshapes consumer behaviors and the broader consumer market.

From smart picture frames to biodegradable pens, from "talking" sharpeners to scenario-based learning furniture, Chinese stationery companies are redefining industry boundaries through craftsmanship, playfulness, compassion, and attentiveness. At the 139th Canton Fair, a wave of innovative products showcased China's growing momentum in capturing global markets with scenario-based innovation.

More adults are spending on toys like Perler beads for emotional value, self-compensation and social connection, which brings opportunities as well as challenges to the toy industry.

A palm-sized white bionic robot gently rubs against a young woman’s hand. Its synthetic fur maintains a constant temperature of 37°C. When its camera detects the tension in her furrowed brow, it immediately blinks its round electronic eyes and emits a soft hum, as if offering silent comfort.An elderly woman, Ms. Li, chats with her robot about daily life. When she mentions, “The kids have been busy and haven’t come home again,” the robot doesn’t respond mechanically. Instead, it slowly raises its “arm” in a patting gesture and replies warmly, “Auntie, how about I practice that new square-dance routine with you again?”Scenes like these are becoming increasingly common. Young professionals confide their overtime exhaustion to desk companion robots, which respond by playing soothing white noise. Young parents let playful robots accompany their children while reading picture books, as animated characters bounce on the screen alongside children’s laughter. Pet owners remotely call out to their cats through robots, with real-time interaction turning longing into something tangible. Companion robots, in their most delicate form, are quietly entering every corner that needs warmth—soothing the loneliness of different groups in this era.What Is a Companion Robot?As the name suggests, a companion robot is an embodied intelligent terminal centered on emotional interaction. Its technical core lies in large language models and affective computing systems. These enable the robot not only to understand commands, but also to recognize user emotions and respond with actions such as nodding or blinking, simulating biological traits.Industry insiders explain that, compared with traditional electronic toys, companion robots possess multimodal perception and interaction capabilities. Their vision systems use cameras to capture and assess emotions; auditory systems receive commands; tactile sensors provide physical feedback; and environmental modules monitor ambient light and temperature. More importantly, the introduction of long-term memory mechanisms allows robots to accumulate data over time and develop personalized interactions, strengthening the sense of companionship. This immersive experience makes AI “visible and tangible,” marking a shift from one-way command execution to two-way emotional interaction.What Are the Consumer Scenarios?On the consumer side, companion robots are showing a clear trend toward serving all age groups, with segmented tracks emerging to meet different needs.Among young people, companion robots function as “emotion-value collectibles.” These products often appear as keychains or desktop ornaments, emphasizing lightweight and designer-toy aesthetics. For example, Ropet by Mengyou Intelligence adopts a “light companionship” concept. Covered in soft synthetic fur and equipped with a constant-temperature system, it can express emotions such as excitement, anger, or affection—essentially becoming a soulful electronic pet.Companion robots are also appearing in family settings. With child-friendly designs, educational robots can support parent-child learning while serving as intelligent playmates. For pet-owning households, companion robots address the challenge of remote pet care by enabling automatic feeding and real-time monitoring. Some high-end models further integrate with smart home ecosystems, combining companionship, security, and appliance control into an all-in-one intelligent housekeeper.In the silver-age market, companion robots represent technology addressing rigid needs. According to industry practitioners, beyond basic chatting, dialect recognition, and remote family connectivity, these robots incorporate “family doctor” functions. These include building health profiles, medication reminders, 24-hour contactless monitoring of respiration and heart rate, automatic fall alerts, and even voice-based prediction of early Alzheimer’s indicators—helping fill gaps in home-based eldercare services.How Much Do They Cost?A search across major platforms shows that most AI companion robots are priced between RMB 300 and 500. Data indicates that Fuzozo, launched by Luobo Intelligence in June 2025, has sold over 120,000 units, with average user interaction time nearing 50 minutes per session. Zheng Xiaodan, head of embodied intelligence for JD.com’s intelligent robotics business, noted that more than 100 robot brands now collaborate with JD.com. During last year’s “Double 11” shopping festival, the intelligent robot category recorded a fivefold year-on-year growth, highlighting rapid market expansion.This growth is far from fleeting. According to the “2025–2031 China Companion Robot Industry Development Monitoring and Investment Strategy Report” released by Huajing Industry Research Institute, the global companion robot market reached approximately USD 28.19 billion in 2024. Compared with humanoid robots, companion robots are easier to commercialize and are expected to enter household scenarios sooner, offering vast market potential.Wang Lili, Deputy Director of the Digital Intelligence Technology Research Office at CCID Consulting’s Electronic Information Research Institute, predicts: “The future companion robot market will follow a ‘light form first, heavy form later’ trajectory. In the short term, basic, desktop, and pet-type robots will continue to grow rapidly. The industry will shift from single hardware sales to integrated models combining hardware, content, and services. The overall market size is expected to reach the trillion-yuan level.”What Challenges Lie Ahead?Experts note that the core of companion robots lies in relationship building. “It’s not just about verbal interaction—it requires continuous guidance and deep emotional engagement, and these subtleties cannot be achieved by large models alone,” admitted an engineer involved in companion robot R&D. Challenges remain in interaction smoothness, motion precision, and battery life, all of which require further technological breakthroughs.Additionally, as devices become deeply embedded in private spaces, ensuring data security, preventing excessive user dependence, and fostering genuinely warm connections are challenges the industry must confront.“The next industry inflection point will not come from leaps in voice interaction, but from the maturation of edge intelligence,” said a robotics R&D leader. Decentralized, low-cost, high-performance local intelligence will be key to enabling personalization, privacy protection, and round-the-clock companionship.Declaration: This article comes from Guangming Daily (Full Media).If copyright issues are involved, please contact us to delete.Reporter: Cui XingyiCorrespondent: Yang Jiaxuan

Recently, the group draw for the 12 groups of the 2026 FIFA World Cup in the United States, Canada, and Mexico was officially announced, pushing the production and sales of related sports goods and merchandise in Yiwu into a full-scale “sprint phase.” In addition to traditional merchandise such as jerseys and footballs, a special “cheering must-have” — the “Screaming Chicken” — has become a new favorite among overseas buyers this year.In the sports goods section of District 3 at Yiwu International Trade City, many shops are packed with foreign buyers who have traveled from all over the world to source products.Merchants told reporters that as early as May last year, they had already begun stock preparation. In terms of product design, this year has seen even more innovation, with the launch of women’s exclusive styles, cute children’s versions, and pet-themed jerseys to meet diverse consumer needs.Yiwu International Trade City MerchantWen Congjian:“One Mexico jersey style has already received orders of around 300,000 pieces, and one Argentina jersey style is at about 200,000 pieces.”In addition to innovating in product styles, many merchants have also applied for design and appearance patents for their products this year. One football vendor independently designed two World Cup commemorative footballs, which attracted a large number of overseas orders. The profit margin is about 15% higher than that of ordinary products.Yiwu International Trade City MerchantChen Shaomei:“Compared with previous years, order volume this year is expected to increase by about 30%.”Besides traditional merchandise such as jerseys and footballs, another special “cheering must-have” — the “Screaming Chicken” — has become a new favorite for overseas orders this year. Today’s “Screaming Chicken” is no longer what it used to be. Through continuous product iteration, it has been upgraded in both appearance and functionality.Yiwu Global Digital Trade Center MerchantZhou Lingling:“In the past, the legs couldn’t stand upright. Now it’s designed to stand on its own. A customer from Mexico came directly to the factory — they arrived one day, and the next day we received a 30% deposit.”According to merchants, as of now, intention orders for the “Screaming Chicken” as a single product have already been scheduled through 2027, with estimated related order value reaching 10 to 20 million yuan.Declaration: This article comes from CCTV Finance (ID: cctvyscj).If copyright issues are involved, please contact us to delete.

When young people would rather pay for a forest-bathing experience or a late-night anonymous conversation than drink another glass of social wine, it becomes clear that the underlying logic of consumption is quietly changing. This is no longer a question of “what to buy,” but of “why to buy.” Meaning-based consumption refers to purchasing decisions driven not only by material satisfaction, but also by emotional resonance, spiritual identification, and a sense of value. Emotion, identity, and meaning have become the key reasons new-generation consumers are willing to pay a premium.The “Meaning Shopping Cart” of a New GenerationFrom Gen Z’s designer toy collections to wellness travel for seniors, from Citywalks to Moutai’s shift toward “self-pleasing consumption,” a transformation centered on meaning is reshaping the intersection of markets, policy, and culture.Stress relief, companionship, healing—squeeze toys, collectible blind boxes, paid “emotional tree-hole” platforms, camping, frisbee, forest bathing, Citywalks, the calm “Capybara” IP, and the sharp-toothed little monster LABUBU… These emotionally supportive, nature-connected, and psychologically compensatory consumption trends have become the new traffic drivers among young consumers.Consumption is shifting from function and ownership toward meaning and identity. In 2025, LABUBU set a record with an auction price of RMB 1.08 million, while its producer Pop Mart saw its share price rise nearly 200% at one point. With its “ugly-cute,” rebellious, and highly personalized image, LABUBU precisely captures Gen Z’s desire for self-expression and uniqueness, becoming a new form of social currency. Young shoppers browse anime-themed merchandise at The Venetian Macao shopping mall. Photo by Mao SiqianNew-generation consumers are willing to pay a premium for cultural values, emotional experiences, and identity labels they recognize. What they purchase is not merely a product, but an answer to “Who am I?” and “What do I stand for?”“Consuming for emotion, paying for meaning” is reshaping market structures and aligns with the national call to foster new forms of consumption. The future growth of consumption lies deeply embedded in shifts of meaning.The Generational Restructuring of Consumption LogicOnce a symbol of status and social interaction, Moutai is now accelerating its shift toward self-oriented consumption because the relentless decline in both wine prices and share prices. He Yong, Secretary-General of the China Alcoholic Drinks Association, noted at the inaugural Chishui River Forum that the current consumer market is undergoing profound transformation, with alcoholic beverage consumption shifting from the traditional focus on "pleasing others" towards "indulging oneself".Each generation articulates its value propositions through distinctive consumer language. For older generations, consumption was intrinsically linked to family building, social status and material accumulation; for the new generation, it increasingly manifests as a relentless pursuit of cultural identity, emotional resonance and personal definition. LABUBU has tapped into the pulse of the emotional economy, aligning precisely with the evolution of consumer drivers. Moutai's transformation towards youthfulness, health, and "self-indulgence" profoundly illustrates that even the most enduring "symbols of meaning" must actively adapt to new "signals of meaning".The meaning economy is rising across society. This is not exclusive to the young, but a collective rebuilding of values and connections after material abundance has been achieved. People once favoured displaying social status through 'hard symbols' such as luxury goods, high-end vehicles, and properties in desirable school catchment areas. Today's consumption patterns are shifting towards quality living and aesthetic expression, while children's education is evolving from a focus on academic competitions to a broader enrichment of character, pursuing 'holistic education'.The silver-haired generation is also an active participant, expanding consumption from healthcare and eldercare to wellness communities, senior universities, and “return-to-youth” experiences, redefining later stages of life with dignity, social connection, and quality.As basic material needs are met, consumption climbs Maslow’s hierarchy toward higher dimensions. In an era of anxiety and pressure, a significant “meaning deficit” has emerged—along with new value chains and business opportunities.A New Business Civilization under High-Quality DevelopmentIn the post-materialist era, consumption growth comes from understanding shifts in culture, emotion, and identity—each representing an entry point of meaning: national brands as cultural confidence, interest communities as belonging, and health, healing, and experiential consumption as self-care.Guided by policy, China is systematically cultivating multiple trillion-yuan-scale consumption sectors and hundreds-of-billions-yuan-scale consumption hotspots to enhance the alignment of supply and demand and stimulate the potential of domestic demand. This is no longer a niche experiment but a major future business pathway. High-quality development manifests in the consumer sphere through a leap in the supply system from providing "standardised products" to responding to "personalised demands". It calls for the establishment of a modern market ecosystem that encourages innovation, embraces diversity, and operates in a regulated and orderly manner, enabling personalised demands to be seamlessly transformed into endogenous drivers of economic growth. Policy direction should focus on nurturing this transformation mechanism, thereby laying a solid institutional foundation for high-quality development.Consumption is a barometer of the spirit of the times. This quiet shift from products to meaning speaks not only to economic growth, but also to how modern society rediscover and anchor the human spirit. It presents immense opportunities, yet simultaneously demands that we approach the very notion of 'meaning' with greater prudence and depth.Life is not linear, but a complex function. Paying for meaning is like writing new code into the algorithm of life. In 2026, let us leave visible traces of meaning in time.Declaration: This article comes from the China Comment.If copyright issues are involved, please contact us to delete

Dongguan, January 16 (China News Service)By Cai Minjie, China News ServiceAs the Spring Festival of the Year of the Horse in 2026 approaches, a batch of trendy toys embodying the Chinese zodiac horse culture are leaping from production workshops in Dongguan, Guangdong, into the view of Chinese consumers—and galloping into overseas markets.Sealing, pinning, attaching “saddles”… Inside the production workshop of Dongguan Junhui Toys Co., Ltd., dozens of workers are steadily advancing through each assembly process. Cute and charming Year of the Horse mascots gradually take shape. “After receiving the mascot design drafts in late November 2025, we finalized samples and officially started mass production by mid-December,” said Wang Haijun, General Manager of the company. He noted that production involves multiple complex procedures, including material procurement, laser embroidery, silk screening, and heat transfer printing. From production launch to complete shipment, a full product cycle can take 30 to 45 days.On January 14, staff members in Chashan Town, Dongguan City, Guangdong Province, were making Year of the Horse plush toys. Photo by Cai Minjie, China News Service.In Chinese culture, the horse holds a unique status as a spiritual totem. Idioms such as “taking the lead” symbolize courage and initiative, “instant success” conveys wishes for smooth achievement, and “ten thousand horses galloping” depicts vigorous vitality and momentum.Hu Haishan, Assistant General Manager of Dongshi Group Cultural Tourism Company and licensed cultural creative partner for the 2026 Spring Festival Gala mascots “Qiqi,” “Jiji,” “Chichi,” and “Chengcheng,” explained that the series centers on the horse and follows a design philosophy of “capturing the spirit while transforming the form.” The designs extract cultural elements such as the solemn elegance of the Western Zhou Liju Zun and the spirited Tang Dynasty tri-colored horses, then reinterpret them through modern Q-style trendy toy forms and bright color palettes. “We focus on the emotional value sought by young consumers and have simultaneously launched trendy derivative products such as plush bag charms,” Hu said. While preserving traditional patterns and cultural essence, the design team incorporated thoughtful details, including transparent acrylic techniques for vivid three-dimensional eyes and a refined combination of digital printing and embroidery to balance traditional charm with contemporary texture.On January 14, a Year of the Horse trendy toy-themed pop-up store in Shilong Town, Dongguan City, attracted consumers. As the Spring Festival of the Year of the Horse approaches, Dongguan—known as the ‘Capital of Trendy Toys in China’—has entered a peak season for production and sales. Photo by Cai Minjie, China News Service.These mascots, rich in festive Chinese New Year atmosphere and horse culture heritage, have already begun their journey overseas. Since January this year, the first batch of 10,000 “trendy toy horses” has been launched for international sale through platforms such as TikTok, gaining popularity among consumers in Thailand, Malaysia, Southeast Asia, as well as Europe and the United States.In response to the fashion-forward preferences of young consumers at home and abroad, the design team has also innovatively developed 14 derivative products, including the “Full Power Horse” plush blind box and the “Instant Prosperity” leather bag charm blind box.Among them, the plush blind boxes incorporate dynamic interactive features. Taking the “Become a Wealthy Horse” gameplay as an example, consumers simply place the plush horse into a matching device and gently pull it to trigger a mechanism that pops the toy into a red envelope filled with gold coins—a creative highlight that is instantly eye-catching. The products also cleverly integrate playful homophonic phrases such as “instant blessings” and “instant romance,” blending traditional auspicious meanings with youthful expressions.“In both Eastern and Western cultural contexts, horses symbolize speed, explosive power, and vitality, and are often closely associated with nobility, high spirits, and elegance,” Hu Haishan said. The team also uses short videos to interpret the positive meanings of Chinese horse culture for overseas audiences, allowing the unique charm of the Chinese zodiac to transcend borders.Declaration: This article comes from the China News Service.If copyright issues are involved, please contact us to delete.

A real-life version of the saying “a blessing in disguise”: a Year of the Horse plush toy with its mouth sewn the wrong way around unexpectedly became the internet-sensational “Crying Horse,” with related topics topping trending charts.Recently, a netizen in Hangzhou, Zhejiang, shared photos online, saying that the mouth of a Year of the Horse plush toy they purchased had been sewn incorrectly, turning a “Smiling Horse” into a “Crying Horse.” After contacting the seller, both the merchant and the factory found the design amusing and promised a replacement.Reporters found that after the plush toy unexpectedly went viral, many consumers began contacting the seller to purchase the “Crying Horse.” The seller said they never expected it to become a hit due to customer sharing and that production is now being rushed, with a promise that prices will not increase. It is understood that the small horse plush is about 20 cm tall and priced at 25 yuan.It is reported that during production, workers mistakenly sewed the originally upturned mouth corners downward, resulting in a drooping mouth, downward-facing blush and nostrils, and a “wronged” expression. Originally considered a defective product, the pitiful look of the “Crying Horse” struck a chord with netizens—perfect for venting frustrations and healing moments of emo—turning an ordinary plush into a new social favorite.Many netizens fell in love with the unique cuteness of the “Crying Horse” and flocked to sellers seeking the misprinted version. What was initially a production line meant for correction was urgently redesigned overnight, with sewing workers working non-stop to produce the “Crying Horse.”Netizens also created a variety of memes around the “Crying Horse”: unhappy at work? Let the “Crying Horse” keep you company—allow yourself to be unhappy in the new year. Some joked, “This really is a case of the horse ‘failing’ its way to success.”On January 9, Ms. Zhang, a business owner at Yiwu International Trade City, said with a smile: “It was simply a worker’s oversight—the mouth was sewn the wrong way.” From defective product to blockbuster, she said orders are coming in faster than they can be produced. “We’ve opened more than ten production lines, but it’s still not enough.” Orders have already been scheduled through March 2026.From “defective product” to “hidden edition,” the sudden popularity of the “Crying Horse” is inseparable from the rapid response known as “Yiwu Speed.”Some netizens commented that in Yiwu, even mistakes can turn into business opportunities—but not everyone can seize such fleeting chances. Capturing opportunities requires swift action. From discovering its popularity to launching urgent production, Yiwu merchants completed the entire decision-making chain in just 48 hours, decisively opening more than ten production lines and working overtime. A complete supply chain combined with rapid responsiveness helped the “Crying Horse” transform into a market dark horse.“Yiwu Speed” turned a worker’s small mistake into a business miracle. At its core, it reflects how Chinese manufacturing uses “second-level responses” from its supply chains to meet diverse consumer demands. The rise of the “Crying Horse” mirrors Chinese manufacturing itself: finding opportunity in crisis, nurturing innovation within tradition, and pursuing warmth alongside efficiency. This little horse found fortune through error—and behind it lies the solid foundation of “Made in China.”Declaration: This article comes from the Xinhua News Agency WeChat, China National Radio, CCTV News, Shangyou News, Xinhua Daily, Jimu News, Dushi Express, and others.If copyright issues are involved, please contact us to delete.