Chongqing — A new consumer trend centered on "emotional value" is gaining momentum, reshaping spending habits. Beyond traditional concerns such as price and functionality, many consumers are now prioritizing how products make them feel—seeking emotional satisfaction, psychological resonance, and an enhanced sense of well-being.

People try "Black Myth: Wukong" at the booth of Game Science during Gamescom 2023 in Cologne, Germany, Aug. 23, 2023. (Photo/Zhang Fan, Xinhua)

From young people advocating self-care on social media to the popularity of white-noise apps and collectible toys, a lifestyle centered on personal fulfillment is on the rise. In immersive workshops, consumers take part in activities such as aromatherapy and creative arts to relieve stress, transforming consumption into an experience that offers both relaxation and emotional release.

Industry data shows that nearly half of consumers are drawn to immersive experiences and collectible toys, while close to 40 percent favor stress-relief consumption. Across both offline and online settings—from AI-powered companion devices to virtual “listening spaces”—new forms of consumption built around emotional value are rapidly emerging.

Experts say this shift reflects broader economic development. "As material needs are increasingly met, people begin to pursue higher-level psychological satisfaction," said Wang Lei, a professor at Peking University. "With the rise of AI, emotional experiences can now be delivered more efficiently and in more personalized ways, which is driving the popularity of these new consumption models."

As the "emotional economy" expands, Chinese digital content—especially online games and short-form dramas—is attracting growing audiences overseas.

Many Chinese games are leveraging traditional cultural elements to forge deeper emotional connections with global players. The international success of titles such as “Black Myth: Wukong” highlights how high-quality production combined with Chinese mythology can resonate across cultures.

“Game-based cultural content from China often generates very positive emotional engagement overseas,” said Xu Zhi, a scholar at Minzu University of China. “For international players, the gameplay format is familiar, but the cultural narrative—rooted in Chinese mythology—offers something new. This creates a sense of curiosity and emotional discovery.”

At the same time, Chinese micro short dramas are rapidly gaining traction in global markets. According to an industry report, overseas revenue from such content reached $1.525 billion between January and August 2025, marking a year-on-year increase of nearly 195 percent.

These productions are increasingly tailored for international audiences, combining Chinese production expertise with localized storytelling. Their fast-paced plots, emotional intensity, and strong narrative hooks have proven particularly appealing to overseas viewers.

"Short dramas deliver quick emotional highs and dramatic tension, which align well with global audience preferences," said Yu Yang, a director at a film production company. "There is also strong interest in Chinese historical and fantasy themes, and we are exploring ways to integrate both Chinese and international actors."

The impact of this trend extends beyond digital platforms. As international audiences engage with Chinese cultural elements through games and dramas, their curiosity often translates into real-world consumption.

Some overseas consumers purchase cultural merchandise or seek out travel experiences inspired by the virtual worlds they encounter. The growing popularity of keywords such as "China Travel" reflects how digital engagement is driving interest in Chinese culture, history, and tourism.

"People may first connect emotionally through online content, and then look for ways to extend that experience offline," Xu said. "Buying cultural products or visiting real locations becomes a way to deepen that connection."

As emotional value continues to shape consumer behavior, Chinese cultural content is not only gaining global attention but also opening new pathways for economic growth—bridging digital experiences and real-world markets in an increasingly interconnected landscape.