Illustration: Chen Xia/GT

Catch-and-release fishing using artificial bait - a new style of angling - is steadily gaining traction among China's younger generation. According to a recent report by CCTV News, China has an angler community of approximately 150 million, with nearly half aged between 25 and 45. What might appear to be a modest leisure trend in fact offers a revealing glimpse into the evolution of China's consumer landscape. The growing emphasis on emotion-driven, experience-oriented consumption among the young middle class underscores a deeper shift in how Chinese consumers approach spending - one that merits closer attention.

Fishing provides a concrete example of how these new consumption patterns are taking shape. Around what may appear to be a quiet pastime, a dynamic ecosystem has emerged - spanning high-quality equipment, outdoor leisure services, travel experiences, and active online communities. Together, these elements form a nascent "fishing economy" that links consumption with lifestyles, demonstrating how leisure activities can generate commercial opportunity in contemporary China. 

Recently, some foreign media outlets have claimed that while countries around the world are buying more Chinese products than ever, Chinese domestic consumption remains sluggish. Such misconceptions, however, overlook the structural transformation underway within China's consumer market. While some traditional spending categories may show signs of fatigue, new lifestyle-driven sectors are expanding rapidly, partly fueled by the appetite of the young middle class for experience, emotion, and social engagement. The rise of the fishing economy provides a telling lens into this evolution, revealing a more accurate and detailed picture of domestic consumption.

The burgeoning fishing economy is creating new opportunities for both domestic and international brands. In China, the market for fishing equipment has become increasingly specialized, ranging from starter kits to professional competitive gear, and from freshwater tackle to custom products for sea and ice fishing. This growing segmentation not only reflects the sophistication of consumer demand but also presents a substantial commercial opportunity for brands seeking to engage with an expanding, experience-oriented leisure market.

Fishing is also driving growth across a broad ecosystem of related industries. Competitive tournaments, outdoor events, and themed excursions are becoming new platforms for social engagement and experiential consumption, boosting demand for outdoor equipment, dining, accommodation, and tourism - from high-quality gear and portable gourmet offerings to boutique lodgings and curated travel experiences. For both domestic and international enterprises, these developments present a clear opportunity to tap into China's leisure market.

Fishing is just one example of a broader surge in emotion-driven consumption in China. Increasingly, Chinese consumers - particularly younger cohorts - are spending with an eye toward "emotional value." According to a report by the iiMedia Research Institute in August, 44 percent of surveyed consumers in China said that emotional spending is a personal consumption pursuit, 42.71 percent viewed it as a way to regulate their daily emotions, and 39.86 percent said that they spend to reward or please themselves.

According to industry data, China's "emotional economy" is on a steady rise. The market size reached 2.31 trillion yuan ($325 billion) in 2024 and is expected to exceed 4.5 trillion yuan by 2029, according to data from iiMedia Research Institute. Far from sluggish, Chinese consumption is undergoing a structural transformation: traditional spending patterns are evolving, while new, experience- and emotion-driven sectors are gaining momentum.

In the first three quarters of 2025, China's per capita consumption expenditure reached 21,575 yuan, up 4.6 percent year-on-year in nominal terms and increasing by 4.7 percent after deduction of price factors, according to the National Bureau of Statistics.

China's vast consumer market is continuously converting domestic demand into global opportunities. For foreign businesses seeking to tap into this potential, understanding the real story behind China's consumption and keeping pace with its rapid evolution is essential. The speed and dynamism of these changes reflect the market's vitality; the real sluggishness lies not with Chinese consumers, but with the outdated assumptions of some Western media still viewing the market through an old lens.

As emotion-driven consumption gains momentum, China is offering policy support while enhancing oversight efforts to ensure the healthy and sustainable growth of emerging business models. More than a personal trend, emotional spending reflects a shift toward higher-quality consumption and stronger domestic demand. 

Meeting people's emotional and cultural needs fuels the integration of sectors such as tourism, sports, creative industries, and digital content - creating new engines of growth and further unlocking the potential of China's vast consumer market.

The author is a reporter with the Global Times. bizopinion@globaltimes.com.cn