Chongqing — For decades, happiness in China was tied to buying new things, upgrading quickly, and chasing the next big trend. But that mindset is shifting. Across the country, a new generation is embracing a lifestyle rooted in creativity, individuality, and sustainability.

In Chongqing, this shift is clear at places like the Dongjiaxi Flea Market, where young shoppers sift through teapots, vintage bags, and handmade pieces — not for low prices, but for the stories and craftsmanship behind them. “Even if you don’t buy, it’s worth looking around,” one visitor said, highlighting the simple joy of browsing and bargaining in person.

The movement has reached luxury goods as well. Pre-owned boutiques such as WOOWS offer designer items at lower prices, giving buyers access to high-quality fashion while reducing waste.

Online, the trend is even bigger. On Xianyu, Alibaba’s secondhand marketplace, millions of users sell, swap, and repurpose everyday objects. The platform has become a digital engine for recycling, making secondhand shopping part of a broader low-carbon lifestyle.

From flea markets to apps, China’s new consumers are rethinking value, giving objects a second life, and shaping a more sustainable future.

(Zhang Yingqi and Liu Yang, as interns, also contributed to this report.)