KITA: "Target the 'Self-Satisfaction-Oriented' Consumption Traits of Chinese Generation Z"

"Chinese Generation Z Drives Consumption Trends
Self-Satisfaction and Kidult Culture Take Center Stage"

[Asia Economy, Lee Hyeyoung] An analysis has found that in order for Korean companies to capture China's Generation Z (those born between 1995 and 2009), they must actively target this generation's "self-satisfaction-oriented" consumption tendencies.

According to an analytical report released on the 16th by the Chengdu branch of the Korea International Trade Association, Generation Z accounts for 19% of China's population (as of 2020), and their consumption makes up 10% of total household expenditures.

This is twice the global average for Generation Z's share of household spending, which stands at 5%. The savings rate among Chinese Generation Z is 76%, lower than the global average of 85%, indicating that they are more inclined to spend rather than save.

The most notable characteristic is the high proportion of "kidult" (Kids+Adult) consumption. Chinese Generation Z accounts for 39% of art toy consumers, including figures.

A survey on Generation Z's kidult consumption culture found that 41% reported spending "over 1,000 yuan (approximately 190,000 KRW) per year" on figures. Additionally, 1.9% said they spent "over 5,000 yuan (about 950,000 KRW) per year." The main motivations for purchasing figures were cited as "character fandom" (76%), "for appreciation" (67.9%), and "sense of achievement from collecting" (66.6%).

When it comes to purchasing random boxes, where the contents are unknown, 55.7% reported buying them "seven or more times a year," and 6% said "twenty or more times a year."

The trend of "Punk Yangsheng," which refers to being health-conscious while maintaining irregular lifestyles and consuming unhealthy foods, is also spreading. Representative examples include considering "liking" health videos as part of dieting (59.7%), using eye cream even while staying up all night (39.9%), taking health supplements while eating delivery food (25.6%), and adding goji berries to cola or beer (17.4%).

The health issues Chinese Generation Z are most concerned about are skin troubles, deteriorating eyesight, and hair loss. To address these, they employ various health management strategies, such as dietary therapy, self-regulated lifestyles, and purchasing "three-low foods" (low-fat, low-sugar, low-oil products).

Ko Beomseo, head of the Chengdu branch of the Korea International Trade Association, stated, "Chinese Generation Z not only has strong purchasing power but also seeks self-satisfaction in their consumption habits, so their consumption scale is expected to continue growing." He added, "To win over Chinese Generation Z, companies need to target them with products that fully reflect their unique consumption characteristics and preferences."

This content was produced with the assistance of AI translation services.