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China’s ‘emotional value’ phenomenon is redefining goods, services and society
🇸🇬 Singapore /Culture & Society

China’s ‘emotional value’ phenomenon is redefining goods, services and society

From CNA · () English

Summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • A growing phenomenon in China, known as the 'emotional economy,' sees consumers paying for the feelings evoked by products and services, not just their practical value.
  • This concept, 'qing xu jia zhi' or 'emotional value,' has expanded beyond collectible toys to everyday goods, themed experiences, and companionship services.
  • Services like 'pei pa' or 'companion climbers' on Mount Tai exemplify this trend, offering physical and emotional support for a fee, reflecting a shift in consumer priorities.

On the 7,500 stone steps of Mount Tai, 24-year-old Xiao Meng is making his 200th ascent, but he's not just a hiker; he's a 'pei pa,' or 'companion climber.' His job involves guiding, explaining history, taking photos, and ensuring safety, but crucially, he provides physical and emotional support. He offers encouragement, keeps conversations flowing, and even carries exhausted clients, embodying China's burgeoning 'emotional economy.'

As long as clients want to climb, we guarantee that we can bring them to the peak, 100 per cent

— Xiao MengXiao Meng, a 'pei pa' or companion climber, assures clients of reaching the summit of Mount Tai.

This economic trend, termed 'qing xu jia zhi' or 'emotional value,' signifies a shift where consumers prioritize the feelings, excitement, comfort, joy, or novelty, evoked by a product or service over its purely practical utility. Initially a concept in economic and marketing research, it gained mainstream traction following the 2024 Pop Mart's Labubu craze, where consumers spent heavily on collectible toys.

The 'emotional value' concept has since permeated various sectors in China. Everyday items are now adorned with cartoon characters, restaurants and retail spaces offer immersive themed experiences, and a burgeoning 'companionship economy' has emerged, featuring services like Xiao Meng's. This reflects a societal mood captured by recent buzzwords like 'lying flat' and 'involution.'

Many people ask if we get tired – of course we do, especially if we're climbing at night. But we are used to this, and it has almost become muscle memory

— Xiao MengXiao Meng discusses the physical demands of his job as a companion climber.

Xiao Meng, who graduated from a sports university, was introduced to companion climbing last April. He acknowledges the physical and mental toll, especially during night climbs, but finds satisfaction in his work. Charging 700 yuan (US$100) per day, he can ascend Mount Tai in just over two hours, significantly faster than most amateur climbers. His role highlights how services are increasingly being valued not just for function, but for the emotional connection and support they provide.

If a client is feeling low and I have to keep cheering her up, that can be exhausti

— Xiao MengXiao Meng admits that providing emotional support can be mentally draining.
DistantNews Editorial

Originally published by CNA. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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