What China’s viral phrases of 2025 say about Gen Z

In 2025, China’s youth is telling a story through the latest slang and buzzwords. And it’s a cultural moodboard of anxiety, autonomy, and emotional recalibration. As societal norms such as traditional marriage and white collar careers clash with economic realities and shifting gender roles, today’s viral phrases reveal a new Chinese generation quietly renegotiating how to live, love, and work. Recent buzzwords, often coined or popularized on platforms like Xiaohongshu, Douyin, and Weibo reflect deeper shifts in how young Chinese view their identity and contributions through humor and introspection. From “sex recession” to “emotional consumption,” 2025’s buzzwords highlight a society where resistance and self-reinvention are becoming the norm. In a country feeling the impact of policy pivots, economic slowdown, and geopolitical tensions with the U.S., Gen Z and post-90s Chinese youth are responding through newfangled terminology. Here are five of the most revealing buzzwords shaping China’s cultural psyche in 2025: Sex recession (性萧条) A survey by Peking and Fudan universities found sexual activity falling among those born post-95, with 14% of young men and 10% of women reporting a lack of physical intimacy in the past year, even while in relationships. Economic insecurity, career anxiety, and digital fatigue were cited as factors contributing to a deepening sense of detachment. “A friend who works at a fashion magazine said that young people stopped buying expensive bags a long time ago. There’s just no occasion worth dressing up. Most people don’t even have a sex life, so naturally, there are no occasions where they’d want to project sexual appeal,” Xiaohongshu user Du Yang Seatory (@杜扬Seatory) commented. Yet, this isn’t always seen as a problem. Some young Chinese also view abstinence and celibacy as a form of autonomy — a rejection of the traditional “marriage and childbirth package” in favor of personal agency. The trend also hints at evolving gender dynamics: While women are increasingly vocal about their agency and social rights, some men are becoming more conservative. What was once taboo has become a public, data-backed reality. Convincing yourself to go to work (哄自己上班) More than just a meme, this phrase captures the mental gymnastics performed by China’s young professionals. Whether it’s bribing themselves with milk tea, or wearing a fun outfit in order to muster up the energy to log onto another Zoom call, the act of “convincing yourself” mirrors deeper burnout and fatigue in the workplace. And in a time when workplace disillusionment is running high, this catchphrase doubles as both coping mechanism and quiet rebellion. Village cafe (村咖) Village cafés, or cunka, have become a choice escape for urban youths. Set against backdrops of tea terraces and ancient village homes, these cafés mix specialty coffee with rural aesthetics, drawing visitors with promises of “slow living” and Instagrammable tranquility. Fueled by reverse migration and rural revitalization policies, cunka is not just a trend but a lifestyle fantasy. For young entrepreneurs, it’s also a new form of cultural capital: selling not coffee, but emotion, identity, and escape. Re-nurturing yourself (把自己重养一遍) Popularized on Xiaohongshu, this phrase reflects a generational turn inward. Instead of self-optimization, today’s youth are focused on repair: healing from burnout, family trauma, or emotional depletion. The movement — linked to the book Re-nurturing Yourself by author Liang Shuang, has become a quiet rejection of hustle culture. The book “offers readers a path and method for re-examining themselves and reshaping their lives,” says netizen Soda Reading Book. “‘Re-nurturing yourself’ isn’t about overturning past experiences or falling into consumerism, but rather about viewing oneself and life from a fresh perspective.” Emotional consumption (情绪消费) In China’s booming “companionship economy,” consumers are purchasing friends and feelings. Whether it’s hiring a cosplay assistant for a theme park visit or a male hiking companion (陪爬) for a solo trip, emotional connection is becoming a monetizable service for all genders. With some contractors earning over 300,000 RMB ($41,664) a year, emotional consumption is reshaping notions of companionship, leisure, and tourism. “I made an appointment with a tall male student to climb with me,” writes influencer Zhai Zhai Xiaobei. “He was smiling the whole time. Not only did he provide emotional value, but his photography equipment and skills were also amazing … His service was excellent.” As China’s emotional consumption industry grows, some observers have noted concerns around safety, regulation, and blurred ethical lines. Additional reporting by William Zhou

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What China’s viral phrases of 2025 say about Gen Z