A new consumer phenomenon dubbed ’emotional spending’ is transforming how Chinese citizens celebrate the Spring Festival holiday, with many opting for luxury purchases and personalized cultural experiences over traditional celebrations. This trend reflects a growing desire for meaningful consumption that provides emotional satisfaction and cultural connection during China’s most important family reunion period.
Among the most popular emotional expenditures are professional photo sessions wearing traditional hanfu attire, premium tourism packages, and exclusive Lunar New Year’s Eve dining experiences. These activities, while often carrying substantial price tags, offer participants immersive cultural engagement and lasting memories beyond conventional holiday spending.
Twenty-year-old Beijing undergraduate Zhang Xiaohan exemplifies this trend. She recently invested approximately 2,000 yuan ($288) in a comprehensive hanfu photography session in Xi’an, one of China’s ancient capitals. The package included traditional costume rental, professional makeup services, photography at historical sites, and entrance fees to cultural landmarks.
“I’m deeply attracted to Chinese traditional culture, particularly the subtle elegance of classical clothing and architecture,” Zhang explained. “The experience at Grand Tang Dynasty Ever Bright City was particularly memorable—surrounded by red lanterns, beautiful architecture, and fellow hanfu enthusiasts, I felt completely immersed in the festive atmosphere.”
While Zhang typically allocates around 1,000 yuan monthly for entertainment and cultural items, she considered the Spring Festival premium justified for the quality of experience received. The photographer enhanced the session with traditional props including Chinese paper-cuts and lanterns, creating images rich with cultural symbolism and holiday spirit.
This shift toward experiential luxury spending during traditional holidays signals broader changes in Chinese consumption patterns, particularly among younger generations who increasingly value cultural authenticity and emotional fulfillment over material possessions alone.