Illustration: Tang Tengfei/GT

China's consumption is evolving. New trends such as emotion- and experience-driven spending are creating growing opportunities for global brands ready to adapt. For international businesses, it is unwise to be swayed by some foreign media outlets' pessimistic portrayals. Instead, the key lies in truly understanding the new development of China's consumer market.

In today's fast-paced urban life, "emotional consumption" has become a new spending trend for China's consumers. More than 90 percent of young people value "emotional satisfaction," and nearly 60 percent are willing to pay for it, CCTV News reported on Thursday.

On the same day, Bloomberg reported that "China Heads for Longest Consumption Slowdown in Four Years." Such reporting, however, clearly fails to reflect the real situation and rapid transformation of China's consumer market.

Chinese consumers are increasingly valuing quality, lifestyle, and personal satisfaction over basic material needs, signaling a shift toward more mature and diversified consumption patterns. This transformation is also being supported by rising incomes, digital platforms, and innovation in retail and services.

However, some foreign media outlets continue to talk down China's consumption, often overlooking these structural upgrades. Such narratives fail to capture the growing strength of domestic demand and the dynamic potential of emerging consumption sectors that reflect China's real economic resilience.

The recently released 2025 Generation Z Emotional Consumption Report showed that 56.3 percent of Chinese consumers now choose "happy spending," defined as paying for emotional satisfaction or personal interests, up 16.2 percentage points from 2024. Undeniably, China's consumption trends are changing rapidly, and emotional consumption is just one of the many emerging directions shaping the market.

Beyond the rise of emotional spending, China's consumer market holds vast opportunities for foreign businesses in a broader sense. The country's large and increasingly affluent middle class continues to drive demand for premium goods, healthcare, green products, and digital services. Rapid urbanization and the rise of younger, tech-savvy consumers are also fueling new lifestyle and experience-oriented sectors.

Moreover, there are other new trends emerging in China's consumption landscape that are creating fresh opportunities for both domestic and international businesses. China's consumers are increasingly embracing experience-driven spending, seeking personalized services and lifestyle-oriented products that go beyond material needs.

China's policy emphasis on expanding domestic demand and fostering high-quality growth creates a more open environment for international brands. Companies that localize products, embrace digital ecosystems, and align with sustainability and wellness trends can find long-term growth opportunities in this evolving market.

While some foreign media outlets are hyping pessimistic narratives about China's consumption, there is no shortage of examples showing that foreign firms are tapping into China's shift toward quality, emotional, and experience-driven consumption rather than sheer volume. Brands that recognize these trends and tailor their offerings accordingly are well-positioned to capture a meaningful share of China's expansive market.

During the first seven China International Import Expo (CIIE) events, approximately 3,000 new products, technologies, and services were showcased, with intended transaction values exceeding $500 billion. This year, the CIIE further expanded, setting record highs in both the exhibition area and the number of participating companies, according to the Xinhua News Agency. The value of intended deals reached at the just-concluded 8th CIIE rose 4.4 percent year-on-year to reach a new record of $83.49 billion. China's vast market is increasingly translating into global opportunities.

For the international business community, it is unwise to be swayed by some foreign media outlets' pessimistic portrayals. Instead, the key lies in truly understanding the real landscape of China's consumer market - seeing how people actually shop, spend, and pursue the quality of life. China's consumption is no longer about sheer volume; it is about upgrading, personalization, and emotional connection.

Only by keeping pace with these evolving trends - such as digital-driven retail, green consumption, and lifestyle-oriented spending - can global companies seize the new wave of China's consumption boom. Those that observe closely and adapt quickly will find not challenges, but vast and rewarding opportunities.

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