China’s ‘Little Happiness’: Why Brands Should Be Wary Of Toxic Positivity

What happened Since it first emerged in 2017, the term “little happiness” or 小确幸 has taken over the Chinese internet. Meaning “tiny but definite happiness,” the term was derived from Japanese writer Haruki Murakami's collection of essays, Afternoon on Langerhans Island, and then popularized in Chinese by the translator Lin Shaohua. Along with the rising popularity of 2020 TV drama My Little Happiness or 我的小确幸 , the term little happiness began to trend. “Little happiness” has become a popular social media buzzword similar to other terms like "lying flat” (躺平) and "chillax" (松弛感). Its popularity has led to the rise of brand campaigns in beauty, wellness and Famp;B that cite “little happiness.” In 2018, Chinese beauty brand Pechoin launched its “xiao que xing” or “petit bonheur” face masks — also a homonym for the term “little silk mask,” which were created ”to bring little happiness” to their customers. Meanwhile, Little Joy Spa is a major wellness and spa chain based in Shanghai. And a few years ago, across China, domestic bubble tea brand Nayuki, launched their “little happiness” apricot drink to great popularity. The campaign influenced other brands including Xi Cha to launch similarly named “xing” drinks. However, “little happiness” is losing steam among Chinese consumers — especially millennials and Gen Z who are fed up with being told to cheer up and to find little happinesses in the face of rising economic uncertainty and a greater lack of social mobility. The Jing Take It’s not just in China; the backlash against toxic positivity and associated buzzwords like “little happiness” has been on the rise across the world. Toxic positivity, which indicates the pressure one feels to stay cheerful and positive no matter the circumstance, has added to the rising frustrations of younger generations. Amid the continued COVID-19 pandemic, a global recession, climate change and the Ukraine War — people around the world are tired of toxic positivity, whether advocated by well-meaning friends and family, politicians, or brands telling them to live their best lives. In China, optimism about China’s economy decreased to below 50 percent optimistic, according to an October report by McKinsey. On top of spending more conservatively, fewer Chinese consumers engaged in “normal” and “out-of-home” activities, according to the same report. Across social media, consumers have spoken out against the trend of “little happiness.” “I would be wary of living in a ‘little happiness’ environment — an illusion created by social media, instead of the actual vast world,” wrote a user called Xiaoranxiaoxiao on Weibo. “I don't want to see any more marketing terms that tell me to find out for myself how to live a better life!” shared another user called Chakmia on Weibo. “It’s ridiculous that during such a hard time — when all the brands raise their prices — they still try to convince you to improve your quality of life.” Ultimately, brands should be wary of incorporating too much positivity into messaging and campaigns; elements of realism and neutrality should be considered instead. Brands can also partner with down-to-earth influencers whose lifestyles and activities are achievable yet still aspirational. Additional reporting by Huiyan Chen The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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China’s ‘Little Happiness’: Why Brands Should Be Wary Of Toxic Positivity