Forget logos, young people in China want ‘spiritual’ luxury
China's Youth Embrace Spiritual Luxury Over Brand Logos
A New Generation Seeks Meaning Through Mystical Consumption
Forget logos young people in China - For as long as she can remember, Zirui Yang has harbored a deep passion for shopping. Since her junior high school days, the pursuit of branded items has been central to her identity. "Clothes, shoes and accessories — and they always had to be branded," explained the 22-year-old university student. Her journey through fashion began with athletic wear giants like Nike and Adidas before evolving toward high-end houses such as Gucci and Balenciaga. However, a significant shift occurred when she entered college in 2022. Rather than chasing prestigious labels, Yang now prioritizes purchases that carry "emotional value, like small accessories, plush toys, fragrances and travel," she noted. Living in Nanjing in eastern China, she values ritual, novelty, and items possessing a distinctive character.
This transformation marks a departure from the logo-obsessed consumerism that characterized China's millennial and Gen Z demographics for years. Despite facing job market instability and a sluggish economic recovery following the pandemic, the nation's emerging luxury consumers continue to comfort themselves through spending. Urban youth are increasingly investing in "lucky" accessories, crystals, and Zen-inspired fragrances and clothing as a means of achieving emotional release, even if only temporarily. Additionally, they are dedicating substantial funds to ostensibly spiritual activities: weekend pilgrimages to Mount Emei, a Buddhist sanctuary in Sichuan, restorative wellness retreats, and regular visits to temples scattered throughout the country.
The Economics of Xuanxue
The economy surrounding "xuanxue," or spiritual mysticism, has experienced remarkable growth in recent years, catering to various budget levels. This phenomenon is fundamentally reshaping retail landscapes. On Xiaohongshu, China's dominant social media platform, the hashtag #xuanxue has accumulated more than 5 billion views to date. Consequently, observers are asking what consumers are purchasing and what these trends reveal about contemporary China.
At the accessible end of the spectrum, demand for fengshui-compatible "energy enhancing" jewelry has skyrocketed. According to e-commerce statistics referenced by the Singaporean publication Lianhe Zaobao, crystal bracelet sales in China surged by 320% year-on-year in 2024. These sales now represent over one-third of the nation's estimated 3-billion-yuan ($444 million) online crystal marketplace.
While China's personal luxury sector contracted by up to 5% in 2025 according to Bain & Company, certain premium items are gaining traction in online discourse. Chinese social media has developed an extensive luxury spiritual codex. A Cartier Juste un Clou nail bracelet crafted in 18-karat white gold, priced at 34,100 yuan ($5,000), is believed to shield wearers from misfortune and repel negative individuals. Meanwhile, an 18-karat rose gold and diamond Tiffany & Co. "T" bangle, valued at 47,300 yuan ($7,000), is thought to deter difficult bosses and unlock fresh career prospects. Qeelin's Wulu collection, designed in the form of auspicious bottle gourds, is said to attract favorable family fortune, whereas Vivienne Westwood's orb necklaces are credited with enhancing professional trajectories.
Emotional Armor in Uncertain Times
Given that youth unemployment remains above 16%, perhaps Gen Z believes it requires every advantage possible. Van Cleef & Arpels' renowned Alhambra "four leaf clover" collection, with prices beginning at over 14,100 yuan ($2,000) for a basic pendant necklace, has historically functioned in China as both a marker of status and a talisman for luck. Social media participants have assigned distinct mystical properties to the various inlay materials—such as mother of pearl, malachite, and onyx—associating them with improvements in career, romance, friendships, or financial stability.
Although the excitement of acquiring fine luxury jewelry may simulate a spiritual encounter, it rarely delivers enduring inner tranquility. Nevertheless, the concept of luxury accessories functioning as emotional protection during economic turbulence clearly appeals to both consumers and marketers leveraging this trend. Online spirituality-inspired fashion movements have also expanded significantly. A hashtag translating to "Zen style" has surpassed 270 million views on Xiaohongshu, featuring content ranging from the flowing designs of renowned Chinese designer Uma Wang to affordable robe-like garments available on Taobao and other digital marketplaces.
Spiritual fast fashion may seem contradictory, yet consumers' philosophical exploration does not necessarily penetrate deeply. Young people are no longer merely purchasing products; they are "paying for a form of self-definition and an emotional container," stated Linda Yu, general manager at Shanghai-based marketing agency Red Ant Asia. "Some brands have recently shifted spiritual consumption from the margins to the mainstream." Major consumer entities including Lululemon and coffee chain M Stand have introduced spirituality-themed promotional campaigns to capture this evolving demographic.