Forget Logos: China’s Youth Pursue ‘Spiritual’ Luxury
Forget logos young people in China – Young consumers in China are redefining luxury, moving away from traditional brand-centric spending toward items imbued with symbolic meaning. Zirui Yang, a 22-year-old Nanjing student, once prioritized high-profile labels like Nike, Adidas, Gucci, and Balenciaga during junior high. But since entering college in 2022, his focus has shifted to purchases that offer emotional resonance, such as small accessories, plush toys, fragrances, and travel experiences. “I’m drawn to ritual, novelty, and things that carry a distinct identity,” he explained, reflecting a broader trend among China’s Gen Z and millennial shoppers.
The Economy of ‘Xuanxue’
The concept of “xuanxue”—a blend of mysticism and spirituality—has gained traction as a new economic force. This movement, rooted in practices like fengshui and Zen-inspired aesthetics, is reshaping retail by appealing to consumers seeking solace amid economic instability. Job insecurity and a slow post-pandemic recovery have driven young city dwellers to invest in “lucky” accessories, crystals, and spiritual fashion, viewing these items as temporary emotional escapes.
“I like ritual, novelty and things that have a unique identity.”
From Crystals to Career Charms
While the personal luxury market in China has seen a 5% decline in 2025, certain high-value products continue to captivate buyers. On Xiaohongshu, a popular Chinese social media platform, the hashtag #xuanxue has amassed over 5 billion views, signaling a cultural shift. Consumers are now buying items with perceived mystical benefits, such as energy-enhancing jewelry and symbols of fortune. For instance, fengshui-aligned crystal bracelets saw a 320% year-on-year sales spike in 2024, representing more than a third of the country’s estimated 3-billion-yuan online crystal market.
High-end brands like Cartier and Tiffany & Co. are capitalizing on this trend with pieces marketed as protective charms. A Cartier Juste un Clou nail bracelet in 18-karat white gold costs 34,100 yuan ($5,000) and is believed to repel misfortune. Similarly, a Tiffany & Co. “T” bangle priced at 47,300 yuan ($7,000) is thought to shield wearers from poor bosses and spark new career opportunities. Qeelin’s Wulu collection, shaped like auspicious bottle gourds, is linked to familial luck, while Vivienne Westwood’s orb necklaces are said to enhance professional success. With youth unemployment hovering around 16%, these items may serve as psychological reassurance for many.
Combining Practicality and Symbolism
Even mainstream brands are tapping into this spiritual consumerism. Van Cleef & Arpels’ Alhambra “four leaf clover” collection, starting at over 14,100 yuan ($2,000), functions as both a status symbol and a lucky charm. The choice of inlay materials—mother of pearl, malachite, onyx—adds layers of symbolic significance, with users associating them with career, love, or financial goals. Linda Yu, a general manager at Red Ant Asia in Shanghai, noted that young buyers are now “paying for a form of self-definition and an emotional container,” rather than just a product.
Meanwhile, spiritual fashion trends have flourished online. A Zen-style hashtag on Xiaohongshu has garnered over 270 million views, with users referencing everything from Uma Wang’s flowing designs to affordable robe-like outfits on Taobao. Though these items may seem contradictory, they highlight how consumers are blending practicality with deeper philosophical aspirations. As spirituality-inspired marketing gains momentum, brands like Lululemon and M Stand have launched campaigns that echo this shift, positioning luxury as a means of emotional armor in uncertain times.
