After 'I Love You, Old Me' Goes Viral: How the Boom in Emotional Economics Is Reshaping China's Trillion-Yuan Consumer Market?

"Working overtime until 8 p.m.? Gotta treat ‘Old Me’ to a deluxe beef noodle bowl. Love you, Old Me!""Skipping pointless team-building? Cozying up on the couch with a book all afternoon—that’s the best reward for ‘Old Me’!"Recently, the playful homophonic catchphrase “love you, Old Me” has swept across social media, with related hashtag views exceeding 5 billion. From the collective self-deprecation of “working-class warriors” or “beasts of burden” to the self-care message of “loving your own ‘Old Me’,” the witty expression reflects an emotional shift among young people today—no longer obsessively seeking external validation, but learning to make peace with themselves and warming their own hearts through small, everyday acts.

In the past, young people often pushed themselves in the rat race for worldly success, compromised to fit in, and deprived themselves to save money. Today, they view "Old Me" as a close friend, willing to spend on a bowl of hot noodles, a quiet moment alone, or a bouquet of fresh flowers. This choice of "finding joy amid hardship"—choosing to please oneself—has given rise to a trillion-yuan emotional economy market, driving a shift in consumption from "functional consumption" to "emotional consumption." Data shows that over 90% of young people recognize the importance of "emotional value," with nearly 60% willing to pay for it. This wave has become a core force driving industrial transformation.

Amid the Complex Pressures, the "Stress-Relief" Choice of Young People: "Finding Joy in Hardship"

The emergence of emotional economics and the popularity of self-pleasure consumption are the "outcomes" of the combined effects of social development, economic transformation, and shifts in youth psychology.

Through insights from Visionary AI, we have learned that the primary spreaders of the "love you, Old Me" trend are urban Gen Z and young millennials aged 18–30, concentrated in tier-one and emerging tier-one cities and often working in high-pressure industries such as the internet and education. They hold higher education degrees but face a growing gap between slowing income growth and rising living costs. Psychologically, they exhibit traits of "high sensitivity, high self-reflection, and low expectations," proactively lowering external expectations for achievement while turning inward for validation.

Their core emotional needs include a lack of security, the demand for identity affirmation, and the need for emotional support.

On the psychosocial level, the awakening of young people's subjective consciousness is driving a transformation in consumer attitudes. Growing up in an era of material abundance, Gen Z's consumer needs have evolved from "satisfying functional value" to "seeking identity affirmation and emotional nourishment." The focus of consumption has shifted from basic living to high-quality experiences, and from material survival to personal development.

"Love you, Old Me" is a concrete manifestation of this shift. Young people no longer see "being good to themselves" as a luxury but rather use consumption as a means of self-care. As one netizen put it: "I meticulously calculate every 5 yuan spent on shipping fees in daily life, yet I'm willing to splurge on a theater performance."

On the economic level, consumption upgrading and supply-side innovation empower each other. Rising household incomes provide the financial foundation for self-pleasure consumption, while market supply is shifting from "mass-scale" to "refined" models. Companies are tapping into demand through scenario innovation and IP creation. For example, Chongqing Halo Garden City created the immersive "World Tree" experience, driving a 25% increase in sales. Meanwhile, modern tea houses integrating regional culture have launched distinctive products, achieving monthly profits of nearly 30,000 yuan. Such demand-supply alignment further activates consumption potential.

On the external pressure level, emotional consumption has become an outlet for stress relief. Young people face prominent challenges such as workplace competition and social anxiety, with psychological struggles often centered on self-development and interpersonal relationships. Self-pleasure consumption offers low-cost, easily accessible emotional support—whether it’s the thrill of unboxing mystery boxes or the immersive experience of a concert, these acts help them preserve a sense of self-worth amid stress, serving as a vital way to cope with uncertainty.

From "Collective Self-Mockery" to "Self-Care": How the Younger Generation Is Driving Sustained Growth in the Emotional Consumption Market

As Generation Z and Generation Alpha gradually become the core drivers of consumption trends, the emotional economy has expanded beyond niche circles to form a trillion-yuan blue ocean market. Data shows that by 2025, the proportion of people willing to pay for emotional value will reach 56.3%, an increase of over 16% compared to 2024. In terms of consumption scenarios, the self-pleasure spending of today’s youth exhibits distinct characteristics of diversity, experiential focus, and personalization, spanning multiple fields such as cultural entertainment, lifestyle services, and health management.

Trendy toys and cultural creative products are the "vanguard" of emotional consumption. During the 2025 Christmas season, Pop Mart's "Christmas Gift" themed blind boxes attracted large crowds of consumers lining up to purchase them. For young people, spending a few dozen yuan on a blind box is not just about the product itself but the thrill and anticipation of unboxing—a low-cost, high-feedback model that serves as an effective way to regulate emotions. Meanwhile, domestic cultural and creative trends continue to gain momentum, from the Forbidden City’s cultural products to Henan TV’s co-branded Hanfu accessories. Through consuming local cultural goods, young people fulfill both their emotional needs and their desire for cultural identity.

Cultural tourism and entertainment are the "main battleground" for emotional release. Concert tickets for popular singers sell out within seconds, while Hanfu experience activities in ancient cities like Xi’an and Luoyang drive growth in related industries such as dining and accommodation. Ice and snow tourism further highlights the emotional consumption logic of young people: 32.7% of Gen Z budget between 3,001 and 5,000 yuan for a single ice-snow trip, with the highest spending going toward core experiences like transportation and accommodation, while non-essential expenses are minimized. This approach of "spending where it counts, saving where it doesn’t" essentially seeks to maximize emotional value—investing in exceptional experiences while cutting unnecessary additional costs.

The ripple effect of the emotional economy extends beyond individual sectors, demonstrating a significant multiplier impact. A popular concert can ignite urban cultural and tourism consumption, while a hit IP can drive the entire derivative product industry chain. It has also given rise to new professions such as emotional companions and blind box designers, injecting fresh vitality into the economy.

More Than a "Passing Trend": How Can the Emotional Economy Seize the Trillion-Yuan Opportunity?

With the upgrading of demand and the refinement of supply, the emotional economy is moving toward high-quality development. In the future, it will exhibit four core trends—professionalization, segmentation, universalization, and digitalization—continuing to reshape consumption patterns and inject momentum for growth.

Trend 1: Parallel Advance of Segmentation and Professionalization. The personalized nature of emotional needs will drive further segmentation within the sector, giving rise to products and services targeting specific emotions such as workplace anxiety and loneliness. New professions like "emotional companions" will become more standardized, forming a well-developed service system that enhances the quality of consumption.

Trend 2: Universal and Downward Market Penetration. Emotional consumption will expand beyond youth circles to include middle-aged and elderly groups. Lower-tier markets will become a new blue ocean, as cases like Guangde in Anhui and Zibo in Shandong demonstrate that local cultural tourism and cuisine can precisely meet emotional needs. In the future, more "small yet refined" consumption scenarios will emerge in third- and fourth-tier cities.

Trend 3: Digital Technology Driving Experience Upgrades. Technologies such as AI, the metaverse, and VR will deeply integrate with emotional consumption, giving rise to new formats like virtual idol interactions and VR emotional healing. By 2025, the growth of the virtual economy is expected to outpace that of the physical economy, with digital technology driving the industry's transition from "physical consumption" to "integrated virtual-physical consumption."

The popularity of "Love you, Old Me" precisely signifies that young people are approaching their relationship with themselves in a more mature manner. They no longer engage in relentless self-criticism or spiral into overthinking, nor do they resort to forced sentimentality or pretense. Instead, they openly embrace the term "Old Me," treating the part of themselves that is often overlooked as a long-time confidant—with both affection and ease. It’s like gently tapping your soul on the shoulder and softly saying, "Hey, friend, you’ve had quite a journey."

So, have you recently spent on a moment of self-pleasure to "love your Old Me"? And what do you find to be the most healing emotional consumption scenario?