什么是“情緒價值”？你可能已經為它買過單……

你入手過Labubu玩偶嗎？

你奔赴過演唱會現場嗎？

你穿過丑萌的丑魚睡衣嗎？

以上只要你中了一條，就說明你已學會為自己的情緒買單！

Labubu玩偶

情緒經濟是一種由情緒消費驅動的新興經濟形態。如今的消費者越來越愿意為開心、治愈、氛圍感、歸屬感買單，消費選擇早已超越了傳統剛需的范疇。由此衍生出的一系列消費新業態、新模式，共同構成了當下火熱的“情緒經濟”。《2025~2029年中國情緒經濟消費趨勢洞察報告》顯示，中國情緒經濟市場規模呈上升趨勢，2024年已達2.31萬億元，預計2029年突破4.5萬億元。從搶購Labubu到熱門影視IP的周邊，從景德鎮“雞排哥”意外走紅到網絡上流行的“愛你老己”，從為一場演唱會奔赴千里之外到“蘇超”比賽的一票難求……情緒經濟、悅己經濟正在快速崛起。

The emotional economy is an emerging market pattern driven by spiritual consumption. Modern consumers are increasingly willing to pay for happiness, comfort, atmosphere and a sense of belonging, with their purchasing choices going far beyond traditional basic needs. According to an insight report on China's emotional economy spending trends from 2025 to 2029, the market reached 2.31 trillion yuan ($330 billion) in 2024 and is expected to surpass 4.5 trillion yuan by 2029. From trendy toys, film and television merchandise, and online celebrity appearances to concerts and sports events, the emotional and self-pleasing economies are booming.

2025年，憑借丑萌怪異造型強勢出圈的潮玩Labubu，成為很多年輕人的“心頭好”。來自大連的90后趙女士買了泡泡瑪特諸多產品，包括Labubu、星星人系列，還專門買了一個柜子存放。“每天下班回家，打開柜子，捏一捏，心情就好很多，很放松，覺得這是專屬于自己的世界，可以找到情緒的寄托，可以暫時緩解工作和生活中的壓力。”25歲的學生邵思遠也坦言：“在餐飲領域，越是高檔的餐廳，其情緒價值提供的越豐富，甚至不少以此為賣點進行宣傳。我也更愿意去同等價位上可以提供更多額外情緒價值的店家。”

與此同時，演唱會成為人們情緒釋放的窗口之一。根據《重慶日報》報道，2025年張學友重慶站首場的購票觀眾中，40歲以上人群占比高達49.5%。情懷與共鳴讓不同年齡層都愿意為情緒付費。

In 2025, Labubu, a toy with an oddly cute design, became a hit. Zhao, a post-90s woman from Dalian, Liaoning province, has amassed a Pop Mart collection, saying the toys help her relieve work and life stress and provide emotional sustenance. Shao Siyuan, a 25-year-old student, said he prefers restaurants that offer more emotional value at the same price.

Concerts are also an outlet for catharsis. According to Chongqing Daily, 49.5 percent of the audience at the first show of Jacky Cheung's Chongqing concert in 2025 were over 40, as nostalgia and resonance make people of all ages willing to pay.

如今的商品，早已不只是滿足功能需求的物件，更像是一劑精準適配的情緒解藥，針對性緩解壓力、焦慮、無聊、疲憊等負面情緒。當代年輕人正在重構消費邏輯——為快樂買單。

湖北大學旅游學院教授胡芬這樣解讀情緒價值消費：①消費邏輯：不再單純追求商品的實用價值（性價比），而是更看重消費過程中的 “情緒感受”和“情感共鳴”。這包括解壓后的輕松、社交中的認同、文化體驗中的共鳴等；②驅動原因：主要有解壓剛需、社交貨幣和掌控感獲取三大核心驅動力；③人群特征：主要是年輕一代。他們追求自我感受和個性化表達，將情緒價值列為消費決策的核心指標。

It isn’t enough for today’s products to meet functional needs; they must also act as antidotes for stress and anxiety. Contemporary youths are reshaping their spending logic to prioritize paying for happiness.

Hu Fen, a professor at the School of Tourism Management at Hubei University, explained: consumers no longer simply pursue the practical value of goods, but attach more importance to emotional experience and resonance in consumption. The driving forces include a rigid demand for stress relief, social currency, and regaining a sense of control. The younger generation is the main group, who value being in touch with their feelings and list emotional quality as a core indicator for consumption decisions.

在近期召開的地方兩會中，情緒價值、情緒經濟、悅己經濟成為熱詞，被寫入多地政府工作報告。

1月27日，江西省第十四屆人民代表大會第四次會議開幕，省政府工作報告提出，要打造國潮經濟、情緒經濟等新業態新模式。

1月28日上午，重慶市六屆人大四次會議開幕。重慶市政府工作報告提到，培育新型消費，發展銀發經濟、首發經濟、票根經濟、情緒經濟。

今年的貴州省政府工作報告提到，適應消費新趨勢，挖掘服務消費潛力，大力發展首發經濟、銀發經濟、演藝經濟、票根經濟、谷子經濟、悅己經濟等，因地制宜打造玩具手辦、國潮IP等年輕化消費產品，推出一批非遺夜市、中醫藥文化夜市等主題消費場景，培育更多消費增長點。

湖北兩會上的政府工作報告提出，2026年將回應人民群眾對實用價值、情緒價值與知識價值的新需求，深入實施提振消費專項行動。

During this year’s regional two sessions, emotional value, emotional economy, and self-pleasing economy became buzzwords and were included in multiple government work reports.

The fourth session of the 14th Jiangxi Provincial People's Congress, which opened on Jan 27, included a proposal for creating new business formats and models, such as a China-chic economy and the emotional economy.

Opening a day later, the fourth session of the 6th People's Congress of Chongqing proposed cultivating new types of consumption and developing silver-hair, debut, ticket, and emotional economies.

Guizhou province plans to create youth-oriented toys and China-chic IPs, as well as launch events themed around intangible cultural heritage and night markets for traditional Chinese medicine culture.

Hubei province will respond to public demand for practical, emotional, and knowledge value in 2026.

湖北省人大代表王生慧表示：“將‘情緒價值’寫入省政府工作報告，體現了湖北在政策制定中對人民群眾精神需求的高度重視，是政府工作理念的一次創新突破。在湖北，已有許多領域在實踐情緒價值消費。例如，隨州市博物館通過‘編鐘樂舞’沉浸式演出，讓游客穿越千年，感受禮樂文明的精神震撼；黃鶴樓景區推出夜游項目，結合燈光敘事、詩詞互動，激發游客對歷史文化的共情。”

Wang Shenghui, a deputy to the Hubei Provincial People's Congress, said including "emotional value" in the province’s government work report shows a focus on public spiritual needs and an innovative breakthrough in governance. Industries across Hubei have explored emotional value consumption. Suizhou Museum's immersive chime bells music and dance show offers visitors a journey through ancient times, while the Yellow Crane Tower's night tour uses lighting and poetry to inspire cultural empathy.

消費者行為研究機構Worldpanel消費者指數客戶總監賈曉玲認為：“在響應和引導的過程中，地方可注重結合本地資源稟賦與文化特色，聚焦核心優勢，打造具有辨識度的消費體驗，從而構建真正觸動人心、引發共鳴的情感聯結。”

Jia Xiaoling, account director of consumer insights firm Worldpanel China, suggested that local authorities could integrate local resources and cultural features to build distinctive consumption experiences, so as to form genuine emotional bonds with the public.

記者：陳美玲

實習生：劉雪茹

來源：中國日報 第一財經

跟著China Daily

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