In 2023, one-third of young users on the Chinese social app Soul reported they “almost always felt lonely.”
Whether it is due to an intensive work schedule, geographical distance, or social isolation, China’s Gen Zers are experiencing a so-called “friendship recession.” According to a survey conducted by Soul in the first half of 2023, the average user only has 2.5 close friends.
It’s not just their social lives that are in flux; their shopping habits and hobbies have also evolved in response to mounting social and economic pressures. In search of belonging and meaning, Gen Zers are getting smarter about shopping, exploring new ways of relieving stress, and rediscovering their local neighborhoods.
To understand these changes, Just So Soul, the research arm of Soul App, surveyed over 3,800 users in December 2023, 90 percent of whom were aged 18 to 27. Below are five of the key trending terms on the platform that capture Gen Z users’ mentality entering the new year.
Self-love (自恋浪漫主义)#
Young Chinese are learning to embrace their flaws and live on their own terms. As of December 22, topics such as “live the way you like” (#活成自己喜欢的样子) have garnered over 700 million reads on Soul.
Soul's December survey reveals a shift in the perception of the word “narcissism” (自恋) among young people. Over 90 percent of respondents now view self-love in a non-negative light, and nearly a quarter hold a positive opinion, seeing “loving yourself as a kind of romance.”
As for what that entails, Chinese respondents said that loving oneself means taking care of one’s body, fostering healthy relationships, avoiding unnecessary efforts to please others, and strengthening one’s values and beliefs.
In July 2023, the topic “accept my imperfect self” (接受不完美的自己) was launched on the Soul platform, under which users shared their imperfections, such as “a round belly,” “double chin,” “no talent,” and “not very good at sports.” These trending discussions signal a departure from the emo mentality — referring to negative emotions, typically around one’s work and relationship status — as well as a rejection of societal expectations.
Value-for-money lifestyle (性价比生活)#
Given the soaring cost of living and stagnant wages, it’s no wonder Chinese young consumers are adopting a more rational approach to their consumption. They no longer consider something good simply because it is expensive; rather, they are choosing products based on their actual needs and comparing prices across multiple channels to score the best deals.
Topics widely shared by young people on Soul include, “Which brand offers good Bluetooth earphones at an affordable price?” and “Is there a value-for-money buffet?”. On Weibo, the topic “young people begin to reverse consumption” (#年轻人开始反向消费) similarly trended in the lead up to Singles’ Day 2023, amassing over 380 million views.
Netizens joked that the term “reverse consumption” was a “fresh and refined way” to describe being poor.
The budget lifestyle is certainly a switch-up from the revenge spending of previous years. In fact, it has led to what some netizens call the “stingy economy,” where consumers get creative about pinching pennies, from working in shared office spaces to dining at community canteens.
Lazy health (懒系健康)#
While there’s growing interest in both physical and spiritual wellness, not everyone possesses the time, resources, or inclination to invest heavily in their health.
As such, some young people are opting for low-cost and low-effort methods to maintain their well-being. Foot soaking, sleeping early, engaging in regular exercise, and indulging in massages and spas emerged as the top ways Soul users took care of themselves in 2023.
Given overtime schedules and work pressures — which, in rare and unfortunate cases, have led to death — “sudden death prevention packages” (防猝死套餐) became all the rage last year. These packages involve the consumption of coenzyme Q10, fish oil, lutein, multivitamins and other health products believed to alleviate fatigue or enhance cardiovascular health.
Increasingly conscious of their diet, netizens also started a trend of combining Chinese herbal ingredients like mulberry, sour plum, and ginger with their milk tea (中药奶茶).
Baduanjin (八段锦), a traditional form of exercise originating in the Song Dynasty, has become another way for Chinese youth to stay healthy. It is a type of qigong that emphasizes symmetrical movements, gaining a following for its slow pace and easy learning curve. Notably, Pamela Reif, a German fitness internet celebrity, went viral on Bilibili last August for her baduanjin tutorial.
Stress-relief worship (释压崇拜)#
Overwhelmed by the rat race, young workers have been relieving their stress by volunteering or meditating at temples. According to data from Chinese travel platform Ctrip, in February 2023, the post-90s and post-00s generation accounted for nearly 50 percent of the people who booked tickets for scenic temple spots, fueling a so-called “temple craze” (寺庙热). Besides their natural charm, temples offer a physical escape from the hustle and bustle of city life.
Another form of sweet escape, short dramas (短剧) and micro-short dramas (微短剧) have surged in popularity, with single episodes of the latter running less than 15 minutes. For instance, Douyin's 2023 micro-short drama, Twenty-Nine, features episodes under 4 minutes and has garnered a cumulative viewership of 830 million.
Watched on subways, in restrooms, or while waiting for the bus, these micro-short dramas satisfy the need for relaxation in between people’s busy and fragmented schedules. According to iiMedia Research, the micro-short dramas market experienced 267 percent year-over-year growth in 2023, reaching 37.3 billion RMB ($5.2 billion) in value.
Rebuilding neighborhoods (重构“多维”附近)#
As Chinese youth experience isolation in urban environments, there's a growing desire to seek connections within the community and build relationships with their neighborhood. In particular, local wet markets were the places to be in 2023, perceived as hubs of healing, nostalgia, and reawakening the senses.
As Soul user @Sept writes, “The vegetable market is the most lively place in the city. Just a bunch of scallions and a block of tofu. Amid the haggling and bargaining back and forth, in the mundane daily scenes of life, there lies the essence of everyday existence with its basic necessities.”
Last year, Xiaohongshu launched the topic “A Guide to Wet Markets,” which has garnered 71.7 million views to date. Similarly, Douban created a “Wet Market Lovers” group, attracting over 157,000 members.
Even luxury brands have turned to neighborhood markets for pop-ups. In April 2023, Prada transformed its Rong Zhai residence in Shanghai into a weekend market, with vendors selling organic veggies, vinyl records, ceramics, and other knick-knacks.
In addition to markets, “city walks” (城市漫步) continue to be a popular pastime for Gen Z. Young people are strolling around the city on foot and discovering things they never paid attention to before — specialty foods, folk art, parks and green spaces, museums, and the like. As of December 1, 2023, the content shared on this topic on Soul has increased 100 times year-on-year.