Young Chinese opt for ‘less is more’

In China, young people are skipping out on their daily milk teas and coffees — opting instead for a “less is more” approach to minimalism and frugal life while still living in the moment. This trend reflects a move away from the “996” lifestyle, white collar work, and traditional markers of success and status. “A cup of milk tea every day is 10,000 RMB ($1,407) per year,” shares minimalism blogger Cheng Youyou. “It is not shameful to save money, but it is shameful to be poor.” Other commenters replied that it is not shameful to have no money, and that daily purchases like coffee and milk tea “don’t improve the quality of life — so just save what you can.” Faced with a challenging job market, amid economic uncertainty, Chinese millennials and Gen Zers are prioritizing personal fulfillment over rigid workaholism. This is evident across Chinese social media, as netizens are advocating for concepts such as “low desire life” and “minimalism life” “Buy only what you need, never buy luxury,” another blogger, former finance executive Peach’s Simple Life, posts on platform Xiaohongshu. “My haircuts do not exceed 15 RMB ($2.11) per month… In addition to spending time with my family, my only hobby is reading.” It’s all connected “Lying flat,” “Letting it rot,” “low desire life,” “minimalism” and even China’s rising “old money aesthetic” — it’s all connected, according to Mo Zhou, a former China tech worker and founder of social media agency Hybrid Rituals. “The lying flat movement in China reflects how young people are pushing back against societal pressures, economic realities, and extreme work expectations.... Many are seeking a simpler, more balanced life now,” Zhou explains. “These trends are emerging because the Chinese middle class — the backbone of China’s consumer culture — has taken a major hit.” Following the economic downturn and upheaval in the real estate industry, many have lost their safety net after heavily investing in property, according to Zhou. “Factors like a slow post-pandemic economy, inflation, fewer job opportunities, and shrinking benefits such as bonuses and raises have prompted people to rethink their spending habits.” In September, the unemployment rate for those aged 16-24 was 17.6% — a slight improvement but still one of the highest rates recorded in 2024, affecting roughly one in six young adults as over 11.79 million graduates entered the workforce this year, according to a report by The South China Morning Post. The Chinese government has continued to push for “high-quality employment” to promote stability — in a recent speech, president Xi Jinping placed an emphasis on job quality via “employment with stable positions, reasonable income, reliable security, and occupational safety.” However, younger generations are increasingly charting their own course. Embracing living in the moment, in combination with minimalism and frugal living as a way to navigate the challenging economy. However, while policymakers work toward this vision, many young people are adjusting their goals. On the social media platform Xiaohongshu, where Chinese youth frequently discuss lifestyle trends and personal philosophies, some are rejecting conventional career paths in favor of self-employment and simplified living. From digital nomads to ‘workationers’ In 2024’s post-pandemic China, it seems digital nomadism is giving way to the rising trend of “workations.” The growing trend of travel and workations among young Chinese marks a significant shift in lifestyle priorities. “Workation: I am working on the job, but my mind is on vacation,” posts MeowChen CC on Xiaohongshu, about traveling abroad to do a job interview. “No matter what the result, I will bask in the sun and look at the sea first.” “Being able to achieve this mindset is probably the best state in life,” replies user Raindel. According to a recent HSBC survey, nearly three-quarters of Gen Z workers in China identify travel as their primary work incentive, far ahead of more traditional goals like home ownership or family life. The rise of the “workation,” or combining work and vacation — illustrates another idealized lifestyle for younger Chinese. This concept, often referred to as "bizcation" when blending business and leisure, offers young workers an opportunity to balance work responsibilities with the desire to explore new destinations. “When people travel, their minds are open,” writes blogger Seurat Fairy. “If you stay in the same environment all the time, your body and brain will easily fall into a boring cycle, and then you will feel inexplicably stressed, anxious, and stuck in a dead end.. The simplest way is to change! the! Environment!” Many young Chinese feel these traditional milestones are increasingly unattainable, prompting them to place a higher value on experiences like travel that offer immediate fulfillment. This shift has implications not only for individuals but also for travel brands and employers seeking to attract and retain Gen Z talent in China. As we have reported, China’s Gen Z workforce becomes a dominant consumer segment in the travel industry, as their unique preferences are reshaping the sector. In 2023, 71 million Chinese citizens traveled internationally, a figure projected to nearly triple over the next four years. The typical profile of this outbound demographic is young, female, and spontaneous, with nearly 70% of travelers booking trips within a month of departure. The majority of these travelers are women, and almost two-thirds are under the age of 30, signaling a generation that prioritizes immediate experiences and flexibility. Ultimately, the evolving preferences of China’s younger generations are not only transforming and informing new lifestyles and consumption habits, but also signaling a larger cultural shift experienced by a generation that prioritizes experiences and flexibility. “These trends highlight a global shift, with young people questioning traditional definitions of success and choosing balance over burnout,” says Mo Zhou, of Hybrid Rituals. “This is exactly in line with the Taoist saying: The way forward is simple, less is more.” writes blogger Peach’s Simple Life. “The simpler the life, the richer it is.” Additional reporting by William Zhou.

Young Chinese opt for ‘less is more’

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Published November 04, 2024

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Young Chinese opt for ‘less is more’