Young Chinese Ditch Designer Goods for 'Lucky' Crystals

Zirui Yang, a 22-year-old student from Nanjing, once epitomised China’s obsession with designer labels. Her spending habits, however, have undergone a dramatic shift since entering university in 2022. Instead of chasing logos from Gucci and Balenciaga, she now seeks out items that offer emotional value, such as small accessories, perfumes, and travel experiences. This change marks the decline of ‘logo-mania’ and the rise of a new consumer philosophy among young Chinese, driven by a search for inner peace amid economic uncertainty.

This shift has fuelled a booming market for ‘Xuanxue’, or spiritual mysticism. According to data cited by Singapore’s Lianhe Zaobao, online sales of crystal bracelets in China skyrocketed by 320% year-on-year, as young people seek out Feng Shui-friendly accessories believed to enhance energy. The trend has even infiltrated the luxury sector. While China’s overall personal luxury market shrank by 5%, specific high-end items have gone viral for their perceived mystical properties. A Cartier Juste un Clou bracelet, priced at 34,100 yuan (approximately US$5,000), is rumoured to protect the wearer from misfortune, while a Van Cleef & Arpels Alhambra pendant is sought after for its supposed career-boosting and love-enhancing powers.

This pivot towards spiritual consumerism reflects deeper societal anxieties. Facing a sluggish post-pandemic economic recovery and a youth unemployment rate exceeding 16%, many young Chinese are turning to mysticism for comfort. Social media platforms like Xiaohongshu are flooded with guides matching gemstones to specific life goals, from warding off ‘toxic bosses’ to attracting wealth. Although China is officially atheist, a Pew Research Center report notes that 47% of adults still adhere to traditional beliefs like Feng Shui, a practice now being seamlessly integrated into modern retail therapy.