China's millennials and GenZ recently have flocked to domestic temples nationwide. The first quarter has seen a YoY 310% increase in traffic to the Buddhist temples (Ctrip.com). For instance, Yonghe Palace, Beijing's historic Buddhist temple, has above 40,000 visitors per day since March (CBNData). On China's dominant social media platform Xiaohongshu (LRB), it has been reported that there have been over 820,000 temple-goers' notes referring to the traveling tips or temple experience to the famous temples around the country. Apart from that, the young visitors also gathered in the souvenir shops in the temples to get the viral items bracelets which signify good fortune.
#VisitTemple has become the social trend in China amongst GenZ this early spring. What does Chinese young consumers' desire to visit temples indicate to a brand?
#1 A rising trend of the 'well-being economy' has centered around the young generation's life, which means the young Chinese ages have now paid more attention to their well-being.
#2 Fashion and apparel brands that connect their brand value closer to the value perceived by young Chinese consumers will still attract more aspiring consumers.
#3 EMOTIONAL VALUE – the second most important purchase trigger from the Chinese youth
