Metaphysics Among Young People: An Analysis of the Phenomenon Behind the Trend

At some point, metaphysics quietly began to rise among young people, becoming a unique cultural phenomenon and consumer trend. From the “incense-burning youth” devoutly offering incense in temples, to groups enthusiastic about astrology and tarot divination, to consumers purchasing various accessories endowed with “mystical energy,” metaphysics is increasingly integrated into the lives of young people. Related industries are also showing vigorous growth.

1. A Scan of Young People’s Enthusiasm for Metaphysics

On social media platforms, topics related to metaphysics remain highly popular. On Xiaohongshu, the hashtag “metaphysics” has garnered billions of views, with countless related posts; on Weibo, the “astrology” super-topic has attracted nearly 100,000 followers, who actively discuss horoscope predictions and personality analysis; on Bilibili, videos on tarot readings and Bazi (Eight Characters of Birth Time) interpretations have impressive view counts, with some videos on themes such as “How fated is your true love in this life?” reaching millions of views.

(Source:OHIYOUTH)

Offline, temples have become trendy check-in spots for young people. Since 2023, temple scenic area ticket bookings have increased by 310% year-on-year, and searches for the keyword “temple” have surged by more than 600%, with nearly 50% of searchers being those born in the 1990s and 2000s. At popular temples, young people line up to purchase cultural and creative products such as incense-ash bracelets and sachets. Meanwhile, venues that combine bartending with mysticism and offer tarot divination services have sprung up in major cities across China.

(Source:OHIYOUTH)

2. In-depth Analysis of the Reasons Behind the Trend

Real-life Pressures Fueling the Need for Spiritual Comfort

Young people today face numerous real-life pressures. Workplace competition is fierce, the number of university graduates continues to surge, and job market advantages are not obvious. Meanwhile, the costs of dating and marriage are rising, and the burden of home ownership is heavy. In such an uncertain era, they long to find ways to ease anxiety and release pressure, and metaphysical consumption happens to meet this psychological demand. For example, Niuniu, a soon-to-graduate college student facing job-hunting pressure, found psychological comfort through tarot readings, and since then, whenever facing dilemmas, she seeks advice from fortune tellers.

(Source:OHIYOUTH)

Social Attributes Enhancing Participation and Sense of Belonging

Metaphysical consumption has gradually become a social topic among young people. At casual gatherings, talking about horoscopes and sharing tarot experiences are popular subjects. Crystal enthusiasts even meet up on weekends to take their crystals outdoors, communicating in nature, escaping the hustle and bustle, and gaining a sense of belonging. Through such activities, young people approach serious topics with humor and lightheartedness, while deepening mutual understanding.

(Source:dashu)

The Driving Force of Internet Dissemination and the Pursuit of Individualization

The rapid development of the internet has provided a vast platform for the spread of metaphysics. Online fortune-telling services abound, and metaphysical content on social media spreads widely thanks to its mystery and entertainment value, attracting large numbers of young users. At the same time, modern youth pursue individuality, blending metaphysical beliefs with diverse elements. Astrology, tarot, palmistry, and other practices cater to their varied and personalized needs.

(Source:OHIYOUTH)

3. Industry Status Insights

Diverse and Daily-Oriented Consumer Behaviors

According to research by Houlang Institute, young people’s attention in metaphysics focuses on practical needs: 76.5% are concerned about career prospects, and 74.9% about financial fortune. In terms of metaphysical practices, Bazi (60.0%), astrology (55.8%), and tarot (44.8%) rank as the top three. Young people’s metaphysical behaviors are diverse: 68.3% check horoscopes, 60.0% have tried AI fortune-telling, 50.0% wear lucky charms, and 49.1% participate in tarot readings. Their primary channels for learning about metaphysics are Xiaohongshu (63.0%), Bilibili (44.2%), and Douyin (33.4%).

On the spending side, 60% of young people spend less than 500 RMB annually on metaphysical activities, while 20% spend over 1,000 RMB. Among the most popular metaphysical items are temple bracelets, crystals, and energy stones.

(Source:OHIYOUTH)

Market Expansion and Brand Marketing Exploration

Although overall consumer confidence remains fragile, the metaphysical industry has gradually grown. Brands are exploring how to incorporate metaphysical elements into marketing—for instance, blending metaphysics with collectible toys to launch products with mystical themes. On e-commerce platforms, numerous shops offer fortune-telling and astrology services, with prices ranging from just a few yuan to thousands per session. A single shop can attract thousands of customers. Offline, beyond the emerging mysticism bars, temples also participate in the metaphysical economy by developing cultural and creative products.

(Source:Ipsos)

4. Problems in the Industry

Rampant Consumer Irregularities

Some businesses pursue profit at all costs. Fake and inferior crystal accessories are widely sold—so-called “natural crystal bracelets” on e-commerce platforms may actually be synthetic or dyed, with costs of only a few yuan, but after being assigned symbolic “meanings,” they can be sold at high prices. Online scams exploiting metaphysics are also common, with vendors hinting or directly telling consumers that buying certain products or services is necessary to solve their problems, thereby preying on consumer anxiety. Moreover, metaphysical services often require personal information, which criminals may exploit for fraud or sell to third parties.

(Source:dashu)

Potential Negative Impact on Values

Over-reliance on metaphysics for answers or solutions may cause young people to neglect the importance of personal effort and practical action, fostering negative, superstitious mindsets and habits. This could have adverse effects on their values and worldview.

The wave of metaphysics among young people is the result of multiple factors working together. We should view this phenomenon comprehensively and rationally: respect young people’s spiritual needs and consumer choices, while also paying attention to potential problems, and guide the trend toward a more positive direction.