Zest for Zen: Brands Tap Spiritual Shift in Young Spenders
Despite her family’s deep-rooted tradition of visiting temples and fortune tellers, Chen Jinyue was largely indifferent to spiritual practices until she entered the workforce. Now, she’s obsessed.
“I never used to care, but so much in life now feels out of my control,” said Chen, a 25-year-old product manager in Shanghai. In recent years, she’s developed an insatiable appetite for mysticism, from tarot cards to feng shui — even flying to Hong Kong and Japan to have her fortune read at temples. She also spends thousands of yuan each year on products and services that promise to bring prosperity, protection, and positive energy.
She is far from alone. Many young Chinese shoppers have been captivated by a fusion of traditional spirituality and modern consumer culture, creating the so-called “mysticism economy.”
The growing fascination with astrology, divination, superstition, and other beliefs appears evident both online and offline. Posts related to metaphysics have drawn billions of views on the social media platform Xiaohongshu, or RedNote, while the Chinese astrology app Cece reported 2.49 million active users in October, an increase of more than 57% year on year. Meanwhile, Buddhist temples and Taoist schools have witnessed renewed interest and increased footfall.
This cultural shift has created an ideal landscape for “metaphysical marketing,” a strategy embraced by brands to enhance visibility and drive sales by weaving spiritual elements into their products and services. Businesses from a range of sectors including fashion, food, and wellness are transforming abstract emotional needs into tangible goods.
During this year’s Chinese New Year holiday, crystal bracelets — said to enhance energy and alter magnetic fields — were one of the most sought-after products across e-commerce platforms and livestreaming channels. According to market analysis by Chanmama, as many as 1 million units were sold in January, with annual sales in 2024 exceeding 100 million yuan ($14 million).
Beverage chains have eagerly leaned into the trend. Bubble tea company Molly Tea, for example, has launched a brand crossover with Lingshun Temple, built to honor Caishen, the deity of wealth and prosperity, in Hangzhou, capital of the eastern Zhejiang province. Coffee chain M Stand has also been pairing its beverages with limited-edition wooden fish — used in Buddhist and Taoist rituals to maintain rhythm during chanting — to tap into the demand among young Chinese professionals for a sense of calm and balance amid the daily grind.
Chen doesn’t drink coffee, but she bought a cup at M Stand anyway to get a wooden fish they were giving away. “I don’t actually believe all these things have magical powers, but they do carry positive meanings, and it can be a subtle psychological boost,” she said. “I have to drink beverages anyway, so why not pick something with a good meaning?”
Luxury brands have also spotted opportunities. At the start of last year, Louis Vuitton, Versace, Mikimoto, and other exclusive brands embraced a unique cultural symbol by decorating their store entrances with a head of lettuce suspended on red string. This gesture, rooted in Chinese wordplay, carries a message of prosperity for the new year, as the Mandarin word for lettuce, “shengcai,” sounds nearly identical to the term “make money.”
“Iconographies representing wellness, prosperity, and auspiciousness have always been deeply rooted in Chinese culture, and for many, their meaning goes far beyond superstition,” Pablo Mauron, partner and managing director for China at digital marketing agency DLG, told Sixth Tone.
Younger people, particularly Gen Z, have become the primary consumers of metaphysical products and services, as they seek spiritual advice to counter the unpredictability of adult life, according to a report by big data solution company Aurora Mobile. The emergence of the mysticism economy “represents a fundamental shift in Chinese youth consumer behavior, driven by structural economic pressures and social anxiety,” it reads.
April Lin, a 26-year-old working toward a Ph.D. in political science, said she was introduced to the spiritual world after being rejected by several schools while applying to study overseas. “Now, whenever I feel anxious, I visit temples and buy protective charms,” she said.
Mauron also attributes the trend to the rejuvenation of Chinese traditional culture. He said that in previous years, younger generations paid less attention to these symbols, even rejecting them as “too traditional,” which coincided with a strong desire to adopt more Westernized codes.
“But as patriotism reemerges among young Chinese, embracing local traditions — from favoring tangible symbols to appreciating traditional values — has become a trendy lifestyle. This shift is inevitably manifesting itself in the consumer market,” he told Sixth Tone.
The rise of social media and the internet has played a crucial role in the “demystification” of metaphysical practices, said Dong Pan, a consumer researcher at consulting service platform Theyta. Once seen as esoteric or superstitious, such practices have become more accessible and widely accepted. Online platforms have transformed astrology and tarot reading into everyday conversation topics, while feng shui principles have been casually integrated into lifestyle choices.
“Beyond personal belief, these metaphysical concepts have become a form of social currency, manifesting in astrology-based jokes, meme culture, and even personality-driven online interactions,” Dong told Sixth Tone.
For Dong, these trends illustrate how mysticism is being reimagined — not as a rigid belief system, but as a source of entertainment, cultural pride, and personal exploration. Whether it’s carrying a jade pendant for good luck or placing a wealth-attracting figurine on a desk, young Chinese people now see these purchases as investments in material goods and, more importantly, peace of mind.
However, while the trend may be driven by emotional consumption and a desire for positive energy, Dong cautions against superficial or misguided interpretations of traditional mystical elements. Rather than reducing spiritual objects to mere symbols of fortune, he suggested their design should be rooted in authentic cultural and historical significance, ensuring they resonate with deeper meaning and respect for tradition.
“The focus should shift away from exaggerated mystical claims and instead embrace the psychological comfort and emotional healing powers these items can provide,” he added. “By doing so, they become more than just decorative or commercialized products; they serve as meaningful tools for personal reflection, inner peace, and a deeper connection to tradition.”
Mauron believes that, for brands, the trend will sustain. “In the current context,” he said, “trends clearly show that brands that take advantage of these symbols — whether passively or proactively — can unlock significant opportunities.”
Editor: Hao Qibao.
(Header image: People burn incense at a temple in Nantong, Jiangsu province, Jan. 29, 2025. Xu Peiqin/VCG)
