Why Young People in China Are Buying Feelings

Visitors to a theme park in central China are lining up for selfies with this cosplayer. While this hiker is paid to guide and carry visitors up one of the country’s most popular mountains. It’s all part of a growing trend among young people here who are increasingly anxious about the future because of declining wages and high youth unemployment. So many are buying feel-good experiences and products that provide “qíng xù jià zhí” — which means emotional value in Chinese. The phrase is everywhere. Companies use it in ads to sell everything from A.I. pets that provide companionship to blind boxes that bring surprise. Even some local governments are using the term in their annual economic reports. The trend has fueled a nearly $400 billion market that’s estimated to grow 70 percent by 2029. We found two young Chinese workers who are cashing in on the craze. Their social media posts and videos they shared with us give a glimpse inside the emotional value phenomenon. College student, Lu Zhaoyu, is part of a group that helps people hike Mount Tai in eastern China. The 20-year-old markets his services with photos of himself, promising “maximum emotional value” all the way up to the summit. He said his clients are usually women in their 20s and 30s who prefer to spend money on their feelings rather than practical things. A Lang bounced between different jobs before becoming a cosplayer at an amusement park. The park advertises that its good-looking actors and actresses provide a “full emotional experience” for $15 per visitor. The 30-year-old usually spends an hour transforming himself into a warrior from a video game. He said some visitors in the crowd are fans who have seen his videos on social media. A Lang said his goal is to create a moment of joy for each person. What sets Lu apart from a typical hiking guide are the services he offers his clients such as fresh fruit at a rest stop or champagne to celebrate the hike. Clients pay about $100 for a six-hour trek. Many get exhausted along the way and ask to be carried. Sometimes Lu said he feels like a therapist. Both Lu and A Lang said the job can be emotionally and physically draining. But emotional value can also be a two-way street. “Getting exhausted during the hike is inevitable. But providing emotional value or carrying their bags is the basics of the job.” “When I am tired, I will turn on the livestream and sing to release my emotions.”