In Shanghai's bustling Nanjing Road shopping district, a new wave of consumer enthusiasm is reshaping retail landscapes. Young shoppers flock to the TOP TOY Global Flagship Store this November, drawn not by practical needs but by the allure of limited-edition figurines and interactive plush toys that promise emotional fulfillment.
"This isn't just shopping – it's identity expression," observed CGTN host Xu Qinduo during a recent store visit. The trend reflects a broader shift in China's $6.3 trillion consumer market, where 72% of Gen Z buyers now prioritize products offering emotional value over basic functionality.
Former British Chamber of Commerce in China chair Clare Pearson noted: "Brands succeeding in 2025 understand the currency of nostalgia and shared experiences. The rise of ACG (Anime-Comics-Games) culture and experiential spaces like cat cafes represents a fundamental market evolution."
Industry analysts report the emotional economy sector grew 28% year-on-year in Q3 2025, with crossover collaborations between traditional retailers and digital IP creators driving innovation. As night falls on Shanghai's rejuvenated No. 1 Department Store, augmented reality displays transform historical architecture into interactive art installations – a perfect metaphor for China's consumer market transformation.
