Chongqing - China's consumer market is undergoing a structural shift as emotion-driven spending rapidly expands, according to a new report released by Future Marketing. 

The study, The Rise of Emotion-Driven Consumption: Market Structure and Future Trends 2025, shows that since 2013, industries linked to this type of consumption have grown at an annual rate of 12 percent, with the overall market expected to exceed 2 trillion yuan ($280 billion) by 2025.

A pop-up store of POP MART in Yubei District, Chongqing. (Photo/Zheng Ran)

The report defines emotion-driven consumption as spending guided not by material needs but by the pursuit of personal satisfaction, emotional experience, and psychological well-being. 

Analysts attribute this change to an abundance of material supply, advances in artificial intelligence and robotics, and shifting social structures that enable consumers to prioritize experiences, individuality, and cultural connection. Young people in particular are driving this shift, often willing to pay for activities that carry social and emotional meaning, even if they lack obvious practical utility.

At the same time, the demand for psychological balance and comfort has become more pronounced. The report notes that emotion-driven spending now functions as a form of self-adjustment, providing consumers with enjoyment, energy, and a sense of relief in a rapidly changing society. These trends, it argues, are reshaping China's economic landscape and influencing how cities position themselves within the national market.

Among Chinese cities, Chongqing has been highlighted for harnessing this momentum. Its distinct terrain, steep hillsides, layered architecture, and complex transport systems create an urban landscape that generates a strong sensory impact. 

Iconic sites such as the Liziba Station, where trains pass directly through residential buildings, and the brightly lit Hongyadong complex have already gained wide attention for offering visitors new forms of visual and experiential value. 

At the same time, the city's street culture, ranging from traditional teahouses and hotpot restaurants to crowded local markets, provides a powerful counterbalance, offering a sense of authenticity and social connection that analysts say resonates deeply with today's consumers.

The report argues that Chongqing's potential lies in transforming these natural and cultural advantages into structured business opportunities. It recommends upgrading the city's "8D urban landscape" into immersive formats that go beyond simple sightseeing, such as theater-style performances, urban exploration games, and interactive AR or VR spaces that allow participants to engage with the city's environment on a deeper level. 

It also suggests enhancing the value of the city's street culture by creating organized experiential programs, such as "One Day as a Chongqing Resident," where visitors could participate in daily activities like making Chongqing noodles or experiencing local tea culture.

In addition, the report stresses the importance of building a complete industry ecosystem around the so-called "emotion economy." This would include supporting new start-ups in the sector, establishing talent training platforms, and attracting professionals from areas such as cultural creativity, experience design, and psychological services to form a strong industrial cluster. 

To maximize impact, it recommends that Chongqing also use digital platforms and social media favored by younger generations to promote its brand as an authentic and emotionally resonant city.

With the emotion-driven consumption market on track to exceed 2 trillion yuan in 2025, policymakers and analysts stress the significance of aligning urban development with this trend. With its distinctive urban form and vibrant local culture, Chongqing has been identified as a strong candidate to capitalize on this shift.

The report concludes that cities that can harness and commercialize emotional value will stand out in the next phase of China's consumer economy. For Chongqing, this may mean positioning itself not only as a geographic hub in southwest China but also as a key node in the country's rapidly expanding "emotion economy."