Chinese young people promote the trend of 'emotional consumption'

Beijing based POP MART announced in its latest business report that its overall revenue in the third quarter increased by 120% to 125% year-on-year. Analysts say that the performance of this Chinese blind box toy retail giant has far exceeded market expectations.

As a rare highlight in the consumer market, this brand has millions of young fans. They are willing to spend a lot of money on these small dolls that can provide emotional and social value.

In China, there are approximately 280 million people born between 1996 and 2012 who are driving a trend of "emotional consumption".

In fast-paced and high-pressure living and working environments, they have strong emotional needs, "said by Mo Daiqing, a senior e-commerce analyst in Hangzhou.

Blind boxes and personalized decorations are highly sought after by young people. These types of items may not necessarily have functionality, but they can provide comfort, entertainment, or personal expression.

POP MART announced in its latest business report that the company achieved strong sales growth in both online platforms and offline stores in the third quarter, with significant growth in overseas market revenue.

The price of a POP MART small blind box is usually between 69 and 79 yuan, while the price of some large dolls can be as high as thousands of yuan.

Cao Zuo, a college student in Shanghai, is a fan of POP MART toys. She said that people who keep buying blind boxes are "paying for love" because cute products can "provide some kind of spiritual healing".