Youth Embrace Emotional New Year Goods for Spring Festival

Young Chinese increasingly purchase “emotional new year goods”—collectible anime merchandise known as “guzi”—for Spring Festival. These items, including cards and figurines, are valued for emotional connection over practicality. The trend reflects shifting consumption patterns where sentiment and community belonging drive purchases, with the activity also becoming intergenerational bonding experiences as parents engage through their children. Industry experts advise balancing passion with rationality, promoting responsible consumption within this emerging emotional economy. (Photo by Wang Yidi/ China Youth Daily)

By Wang Xinyuan,Li Yuanyuan,Wu Hang(intern), Wang Yidi/ China Youth Daily