Toys, are us

Zhou Qi, 29, works in a game design company in Shanghai and lives alone with two cats.

At 9:30 pm, after finishing work, his eyes were fixed on his phone screen, constantly refreshing the Pop Mart blind box sales page to secure The Monsters: High-Energy Series, which would be released at 10:00 pm on Jan 7.

He not only canceled a dinner plan with friends but also organized a "purchasing team" with his family to help him.

"I have stayed up late multiple times to grab blind boxes. I really like it. It's going to make me happy for the next month," he said.

Zhou said he is not simply buying a blind box or a figurine because it's a collectible; he's engaging in a form of self-care. His excitement and joy over receiving a figurine give him emotional satisfaction.

"Whether it's through collectible items, AI companionship, or quirky cultural creations, young people are increasingly embracing self-love by investing in things that make them feel good, reflect their personality, or help them manage stress and anxiety," said Miao Chengbin, 42, founder of BadMarket, one of the most popular stores among young Chinese consumers, catering to their emotional needs.

With its first store launched in Guangzhou, Guangdong province, in 2016, BadMarket has since gained a large fan base with its concept "buy for fun, not for need". Now, it has ten stores across the country, including Beijing, Shanghai, Guangzhou and Qingdao, Shandong province.

On Dec 26, 2025, Miao launched a new store in Beijing, named BadVillage, gathering nearly 10 fashion brands from home and abroad.

"People don't come to the stores with a shopping list," Miao said. "They come because it's fun. It's a place to get lost in — no pressure, just excitement. Whether it's a rare vinyl toy, a crazy-cute T-shirt, or a coffee cup that feels just a little too fun to resist, shopping is all about pleasing yourself."