Storyline: China sees growing 'emotional economy' as young people seek solace [Voice_over] Breathe in, breathe out. Let handpan music wash away your worries… Meditation classes like this are gaining popularity across China’s major cities. After work, men and women gather to meditate, rest or simply breathe deeply to the gentle tones. This calming ritual is just one reflection of a broader trend — the rise of China’s so-called “emotional economy.” [Sound_bite] Ye Weiwei, Founder and CEO, BYMB Yoga: "Emotional consumption is increasing in China, driven by the need for stress relief and a growing awareness of emotional wellness, particularly among women. For many, meditation offers both calm and a mental uplift." [Voice_over] Neurographica is an advanced course that combines visual thinking with scientific principles and natural patterns to deliver more effective healing outcomes. Many yoga participants also see this as a way to cope with anxiety, pressure or loneliness. [Sound_bite] Ananga, NeuroGraphica Instructor: "Emotional [courses are] used for [life] coaching, for developing projects, expanding vision and any kind of necessity you need. You could use this method for stress relief and calm down." [Voice_over] For many young people, such spending is seen as a way of “buying happiness.” The market now stretches from cultural products to wellness services, from delicate sensory experiences to virtual escapes. Together, they form a layered consumer ecosystem built around emotion. [Sound_bite] Sun Tianxu, Vice President, Trip.com Group: "Consumer demand is becoming increasingly diverse. Single IPs or one-dimensional experiences are no longer enough. In food consumption, for example, it’s not only about engaging all the senses — it’s also about continuously awakening a range of emotions." [Voice_over] Whether it’s relaxation, healing, or simply joy, consumers are buying in. [Sound_bite] Eymeric Monange, General Manager of Ecom & Marketing, Fragrance & Makeup, Coty China: "We are all about, you know, generating emotions and boosting the moods. We see today already in the social media when consumers are looking for fragrances, they are associated [with] emotions. So if you look at what people are searching on RedNote, for example, you see a trend of 700 percent of people that are looking for fragrances that look cool. So make them look cool, this is a status, or state of mind, an emotion that they are looking for. We have a lot of things to say, and different stories to tell for consumers to find their own community in the way we portray these archetype consumer and marketing stories to the market." [Voice_over] Whether it's gourmet or perfume, young people in China say online they are "raising themselves a second time." According to the 2024 China Youth Consumption Trend Report, nearly one in three young respondents says they are willing to pay for emotional value and mental well-being. Experts believe this could be a potential new growth driver, given the fast-paced nature of society. And it also places higher demands on companies — from market insight and design to agile manufacturing. [Restrictions : No access Chinese mainland]