"Can I Get a Chair for My Doll?"... Chinese Gen Z Freely Spend 200,000 Won a Month on Emotional Comfort [The World in Z View]

(51) Plush Dolls as a Symbol of "Emotional Consumption" in China
Spending Thousands of Yuan on Doll Outfits and Accessories
Global Toy Market Also on a Growth Track

Editor's noteGeneration Z (those born from the late 1990s to the early 2010s) is emerging as the generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [The World in Z View], we shed light on the lives and values of Gen Z around the globe and examine how they are transforming society.

In China, plush dolls are emerging as a leading item of "emotional consumption," going beyond being simple toys. Analysts say that as a culture of viewing dolls as "emotional companions" spreads, particularly among younger generations, related spending is also increasing rapidly.

Chinese media: "Even adults throw tantrums in toy stores when dolls sell out"

Rabubu doll, the signature character of Chinese toy company Pop Mart. Rabubu website

Chinese media outlet CGTN highlighted the plush doll craze currently sweeping China on February 13 (local time). The outlet reported, "Dolls are becoming popular items among adult consumers, sometimes even causing minor commotions," adding, "It is not difficult to see adult men throwing tantrums in toy stores when their favorite dolls are sold out, or people walking around cities with small bags adorned with dolls."

It went on to say, "Beyond childhood nostalgia or a simple collecting craze, dolls have become central to China's 'emotional consumption,'" and added, "In particular, young millennials and Generation Z are leading this trend."

Emotional consumption refers to a spending pattern that prioritizes emotional satisfaction and psychological value, rather than so-called "value-for-money consumption" that weighs price against utility. Analysts note that even as consumer sentiment weakens due to factors such as economic slowdown and employment uncertainty, younger generations continue to spend on products that provide emotional satisfaction.

In fact, according to the "Gen Z Emotional Consumption Report" released last September by the Shanghai Youth Research Center and others, 56.3% of young people responded that they "spend for emotional value or personal interests." This indicates that emotional satisfaction has become a major driver of consumption. Their average monthly spending on emotional consumption was calculated at 949 yuan (about 200,000 won), and categories of emotional consumption included plush dolls and stress-relief toys.

Trend of caring for dolls like children is also spreading

Kukuma, a doll gaining popularity in China. EPA Yonhap News

There are also cases where plush dolls are regarded not as simple collectibles but as "objects of attachment." The Hong Kong-based South China Morning Post (SCMP) likewise reported on February 10, "Among young Gen Z women in China, a new 'nurturing' trend of caring for dolls as if they were their own children is spreading," adding, "They call this 'painless motherhood.'"

This trend began to draw full-scale attention after a woman shared an experience she had in October 2023 at popular hotpot chain Haidilao. At the time, she claimed that when she requested a baby chair for her doll, the staff reacted with visible confusion. She also said that despite Haidilao's reputation for high service standards, her food order was partially missed, water was not properly served, and repeated requests for a birthday song for the doll were turned down several times. The post sparked a heated debate over whether "Haidilao should even celebrate a doll's birthday," drawing widespread attention.

The perception of dolls as "objects of care" is also reflected in spending patterns. SCMP reported, "Owners choose clothes for the dolls, put makeup on them, style their hair with wigs, and take photos and videos," adding, "They let the dolls bask in the sun or take them to tourist attractions." While the basic price of a doll ranges from 40 to 100 yuan (about 8,500 to 21,000 won), it explained that a significant portion of actual spending goes toward accessories such as outfits, wigs, shoes, and various props. Some young women spend several thousand yuan on their dolls.

University student Lin Ke also owns 15 dolls and said she spent 500 yuan (about 105,000 won) to have one custom-made. She said, "If I hold a doll in my arms for a long time, it feels warm, and it gradually comes to smell like me," adding, "Life does not come from the doll itself; it comes from the love I give it."

"Toy brands that appeal across generations likely to gain market advantage"

The photo is not related to any specific references in the article. Pixabay

This trend is not confined to China. Recently, as the share of adult consumers has grown in the global toy market, the industry as a whole has been rebounding.

According to a toy market report released last month by market research firm Circana, in 12 major markets including the United States, the United Kingdom, Italy, Mexico, the Netherlands, Spain and Brazil, toy sales last year increased by 7% compared with the previous year. By country, the Netherlands recorded the highest growth rate at 15%, while Brazil posted the lowest increase at 2%.

Frederique Tutt, global toy industry analyst at Circana, said, "Based on the recovery in 2025, the goal in 2026 will be to turn that into long-term, sustainable growth," adding, "Brands that appeal across generations and provide a balanced mix of fun, value, and cultural relevance are likely to gain a competitive edge in the market."