Lying flat in 2025: Chinese youth choose slow life over big city hustle

The narrative of China’s youth has long been dominated by a single, exhausting script: the grueling “996” work culture (9 am to 9 pm, 6 days a week), the relentless pursuit of a home in a Tier-1 city, and the accumulation of luxury goods as badges of honor. But a powerful, silent counter-narrative is unfolding. The Tang Ping (躺平) or “Lying Flat” movement, which began as a whisper of protest against societal pressures, has evolved. It is no longer just about opting out; it is about opting into a different life entirely. A growing cohort of highly educated, urban millennials and Gen Zers are actively engineering an exodus from the pressure cookers of Beijing, Shanghai, and Shenzhen, seeking a new definition of success in China’s so-called “slow life” cities. This isn't a retreat; it’s a recalibration. By trading high salaries for well-being, corporate ladders for artisanal crafts, and skyscrapers for open skies, they are forging a new Chinese Dream — one that prioritizes personal fulfillment over material gain and is reshaping both consumer habits and the cultural landscape in the process. Mapping the exodus to Dali and Chengdu Cities like Dali in Yunnan, Chengdu in Sichuan, and Xiamen in Fujian have become magnets for this new wave of migrants. Their appeal is a carefully balanced equation: they offer vibrant cultural scenes, natural beauty, and a slower pace of life while still maintaining the connectivity and modern amenities necessary for a professional life. More importantly, they offer more reasonable living costs. In major first‑tier cities like Beijing, a city‑center one‑bedroom apartment can cost around RMB 5,000–10,000 per month (about $702–$1,404). By contrast, a one‑bedroom rental in Chengdu’s city center averages RMB 2,370 per month (about $333), according to financial services platform Wise. With lower rent and food costs but similar transport expenses, smaller cities offer a more affordable lifestyle. Many young professionals are making a calculated move, using Tier‑1 incomes while working remotely or freelancing to enjoy a Tier‑3 cost of living — creating a new class of affluent, discerning local consumers. This trend is supported by China’s growing flexible workforce (灵活就业人员), which exceeded 200 million in 2021, with the majority under 35, according to a report by the International Labour Organization. From code to coffee: The rise of the artisanal entrepreneur The most visible manifestation of this shift is the rise of niche, passion-driven businesses in these cities. Think of a former tech product manager opening a boutique coffee roastery in Dali’s old town or an ex-financial analyst reinventing herself as a ceramicist in Jingdezhen. Xiaohongshu (RedNote) has turned the idea of slow living into a cultural movement with its Go Slow Festival. As part of the festival, it established the “Slow Living Tribe” in partnership with the Dali Prefecture Government, a long-term cultural tourism project featuring activities like markets, live music, art workshops, and exhibitions. By 2025, the festival had evolved into a multi-dimensional experience of art, food, and local immersion, drawing more than 150,000 participants and collaborating with over 20 brands, according to local media. More than an event, it signals a growing appetite for authenticity, mindful leisure, and a reimagined rhythm of urban life. Digital nomadism with Chinese characteristics Underpinning this entire movement is China’s superior digital infrastructure. Ubiquitous 5G, seamless mobile payment ecosystems, and a plethora of super-apps for managing daily life make this internal nomadism remarkably frictionless. In Xiamen and Chengdu, digital nomads often rent an apartment and convert it into a mini-residence, where they both live and work. They also make use of specialized co-working spaces and creative hubs, such as Tianxing Village in Chengdu or various co-working cafés and studios in Xiamen. These locations provide comfortable and flexible work environments while supporting leisure, networking, and social activities. This digital nomadism has a distinctly Chinese flavor. It’s less about roaming the world and more about finding a stable, better base within the country. It represents a mature, pragmatic approach to leveraging technology for lifestyle design, a concept that was unthinkable a decade ago. What this means for global brands This silent exodus is not just a social trend; it’s a seismic shift in consumer dynamics that demands a new strategy from brands. Local experiences and pop-ups: Instead of only focusing on flagship stores in Beijing or Shanghai, brands can open curated pop-ups, boutique shops, or co-branded experiences in cities like Chengdu, Xiamen, or Dali. These spaces could serve coffee, offer co-working or creative areas, or host events that resonate with the local lifestyle. Lifestyle-oriented products: Products that enhance quality of life, such as premium coffee, artisanal foods, home décor, wellness items, or portable tech for remote work, will appeal to consumers seeking comfort and convenience in smaller cities. Value-based marketing: Messaging should highlight sustainability, craftsmanship, and authenticity rather than just luxury or prestige. Consumers in these cities respond more to narratives that reflect who they are and how they live, rather than what they own. Integrated living-work solutions: Spaces that combine living, working, and social interaction — think converted apartments or hybrid café-co-working models — could capture this audience, who often rent and adapt homes for both work and life. The bottom line The evolution of “Lying Flat” from a protest to a proactive lifestyle choice is one of the most significant social trends in modern China. It signals a generational break from the singular, state-promoted definition of success. China’s youth are not lazy; they are exhausted by an outdated model. They are using their education, digital tools, and economic privilege to architect lives of meaning on their own terms. Their silent exodus is creating new cultural hubs, empowering a new generation of artisans, and fundamentally altering the consumer map. For brands, the message is clear: the future of Chinese consumption is not just about what is being bought, but about where and why it’s being bought. Understanding this search for a better life is the key to unlocking the next chapter of growth.

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Lying flat in 2025: Chinese youth choose slow life over big city hustle