When Mysticism Meets Consumerism: How Spiritual Beliefs Are Shaping China’s New Wave of Spending
- Double V
- Aug 21
- 3 min read
Updated: Sep 16
In recent years, a fascinating cultural shift has swept across China’s consumer landscape — the rise of mystical consumption. More than just superstition, this trend reflects a deep yearning among young people for meaning, comfort, and hope in uncertain times. From traditional feng shui artifacts to high-tech fortune-telling apps, mysticism is becoming a powerful influence on buying behavior, blending ancient beliefs with modern lifestyles.
When Mysticism Meets Luxury
Mysticism is no longer confined to temples, tarot readings, or dusty astrology books. It has drifted into the glimmering world of international luxury.
Tiffany & Co. recently found unexpected popularity in China thanks to a quirky linguistic coincidence: its name sounds like ti fan ni (踢翻你), meaning “kick over your boss” — a playful nod to the idea of warding off workplace misfortune. Van Cleef & Arpels’ iconic four-leaf clover series has long been regarded as a lucky charm, with each color carrying distinct symbolic meanings.
On Xiaohongshu, the hashtag #Tiffany玄学 (“Tiffany Mysticism”) has amassed 2.6 million views and 11,000 posts, while #珠宝的尽头是玄学 (“At the End of Jewelry Lies Mysticism”) has reached 30.8 million views and 194,000 posts. Some users have even published in-depth “luxury brand five-element guides” detailing how to match the right jewelry to the right cosmic element for optimal luck.
But the mystical consumer wave isn’t limited to gemstones and gold. In subway stations, small lottery stalls now draw crowds eager to try their fortune with 20-yuan scratch-off tickets. Beyond lotteries, traditional Chinese feng shui ornaments, crystal healing, and AI-powered fortune-telling apps have all surged in popularity, reflecting a fascinating blend of ancient beliefs, global influences, and modern technology.
The Numbers Behind the Trend
According to a study by Houlang Research Institute:
● In the realm of mystical practices, Chinese astrology and fortune-telling based on birth charts (八字 bazi, 60.0%), Western zodiac signs (55.8%), and tarot cards (44.8%) top the list — with Eastern traditions enjoying overall greater popularity.
● In spending habits, 60% of young consumers spend under 500 yuan (≈ USD 70) annually on mystical products, while 20% exceed 1,000 yuan (≈ USD 140) . Popular items include temple prayer beads (50.8%), crystals (38.6%), and energy stones (30.0%), with the market for related accessories growing rapidly.
● For 74.1% of young people, mysticism serves as a way to relieve stress and anxiety — a need most strongly felt among post-95 (78.3%) and post-00 (75.0%) generations.
How Brands Are Tapping In
The rise of mystical consumption mirrors the “emotional spending” trend we’ve discussed in earlier articles. It reflects a shift in purchasing decisions away from purely functional attributes toward emotional and symbolic value. For many, mystical products offer not just physical goods, but also a sense of agency and comfort when navigating life’s uncertainties, whether that’s career challenges, relationship woes, or everyday stress.
Some brands have already tapped into this cultural current. Phone case brand Casetify launched its “Money Flower” (有钱花) series, designed to attract prosperity. Chinese jeweler Lao Pu Gold built an entire luxury narrative around feng shui-inspired design. The cult designer toy Labubu has even become a talismanic figure for some, believed to fend off gossip and bad energy. Other brands have leaned into the trend by offering free “wooden fish” prayer tools as promotional items.
For brands eyeing this market, the key question is not just whether to engage with mysticism, but how to do so without diluting brand equity. For luxury houses, subtlety and cultural nuance are essential; for mass-market players, bolder interpretations may resonate more strongly. Either way, mystical consumption offers both a creative opportunity and a cultural tightrope, one that could yield powerful connections with China’s emotionally driven young consumers, if walked with care.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out by clicking HERE.
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