Young Chinese consumers embrace “emotional consumption” at a Beijing restaurant offering hanfu dress-up and ancient dining experiences for up to RM700.
BEIJING: Young diners are paying to time travel back to ancient China at a newly opened themed restaurant in central Beijing.
Customers select traditional hanfu clothing and accessories before enjoying an eight-course meal with theatrical performances.
This experience represents China‘s growing “emotional consumption” trend where young people spend on satisfying experiences rather than just material goods.
State media reports consumers born after the 1990s often buy things specifically to “please themselves”.
Businessman Carey Zhuang paid around RM700 to dress as a character from the classic novel “Dream of the Red Chamber”.
“It’s not about blindly being frugal, it’s more about living in the moment,” the 27-year-old told AFP.
Makeup artists transform customers into ancient Chinese figures before their immersive dining experience.
Broadcast host Wu Ke, 22, said people will still spend on meaningful experiences despite economic concerns.
“If we’re thrifty with daily things like food and transportation, the money we save will definitely find somewhere to go,” Wu explained.
Teacher Huang Jing paid at least RM570 for her nine-year-old daughter’s traditional dress-up and professional photos.
She described the restaurant as “immersive” with valuable cultural elements missing from regular dining.
The hanfu revival has gained massive popularity, with related hashtags viewed over 11 billion times on Chinese social media.
Huang noted that “the charm of Chinese culture is now loved by the younger generation”.
Yang Jianfei from the Communication University of China called hanfu’s revival “a concentrated manifestation” of the emotional economy.
He said such experiences help young people explore personal identity while connecting to cultural roots.
The restaurant features waiters in traditional clothing and eight-act performances with dancers and actors.
Wu emphasized she spends when reasons “felt right” and “moved” her, viewing it as creating happiness rather than emotional spending. – AFP
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