什么是“情绪价值”？你可能已经为它买过单……

你入手过Labubu玩偶吗？

你奔赴过演唱会现场吗？

你穿过丑萌的丑鱼睡衣吗？

以上只要你中了一条，就说明你已学会为自己的情绪买单！

Labubu玩偶

情绪经济是一种由情绪消费驱动的新兴经济形态。如今的消费者越来越愿意为开心、治愈、氛围感、归属感买单，消费选择早已超越了传统刚需的范畴。由此衍生出的一系列消费新业态、新模式，共同构成了当下火热的“情绪经济”。《2025~2029年中国情绪经济消费趋势洞察报告》显示，中国情绪经济市场规模呈上升趋势，2024年已达2.31万亿元，预计2029年突破4.5万亿元。从抢购Labubu到热门影视IP的周边，从景德镇“鸡排哥”意外走红到网络上流行的“爱你老己”，从为一场演唱会奔赴千里之外到“苏超”比赛的一票难求……情绪经济、悦己经济正在快速崛起。

The emotional economy is an emerging market pattern driven by spiritual consumption. Modern consumers are increasingly willing to pay for happiness, comfort, atmosphere and a sense of belonging, with their purchasing choices going far beyond traditional basic needs. According to an insight report on China's emotional economy spending trends from 2025 to 2029, the market reached 2.31 trillion yuan ($330 billion) in 2024 and is expected to surpass 4.5 trillion yuan by 2029. From trendy toys, film and television merchandise, and online celebrity appearances to concerts and sports events, the emotional and self-pleasing economies are booming.

2025年，凭借丑萌怪异造型强势出圈的潮玩Labubu，成为很多年轻人的“心头好”。来自大连的90后赵女士买了泡泡玛特诸多产品，包括Labubu、星星人系列，还专门买了一个柜子存放。“每天下班回家，打开柜子，捏一捏，心情就好很多，很放松，觉得这是专属于自己的世界，可以找到情绪的寄托，可以暂时缓解工作和生活中的压力。”25岁的学生邵思远也坦言：“在餐饮领域，越是高档的餐厅，其情绪价值提供的越丰富，甚至不少以此为卖点进行宣传。我也更愿意去同等价位上可以提供更多额外情绪价值的店家。”

与此同时，演唱会成为人们情绪释放的窗口之一。根据《重庆日报》报道，2025年张学友重庆站首场的购票观众中，40岁以上人群占比高达49.5%。情怀与共鸣让不同年龄层都愿意为情绪付费。

In 2025, Labubu, a toy with an oddly cute design, became a hit. Zhao, a post-90s woman from Dalian, Liaoning province, has amassed a Pop Mart collection, saying the toys help her relieve work and life stress and provide emotional sustenance. Shao Siyuan, a 25-year-old student, said he prefers restaurants that offer more emotional value at the same price.

Concerts are also an outlet for catharsis. According to Chongqing Daily, 49.5 percent of the audience at the first show of Jacky Cheung's Chongqing concert in 2025 were over 40, as nostalgia and resonance make people of all ages willing to pay.

如今的商品，早已不只是满足功能需求的物件，更像是一剂精准适配的情绪解药，针对性缓解压力、焦虑、无聊、疲惫等负面情绪。当代年轻人正在重构消费逻辑——为快乐买单。

湖北大学旅游学院教授胡芬这样解读情绪价值消费：①消费逻辑：不再单纯追求商品的实用价值（性价比），而是更看重消费过程中的 “情绪感受”和“情感共鸣”。这包括解压后的轻松、社交中的认同、文化体验中的共鸣等；②驱动原因：主要有解压刚需、社交货币和掌控感获取三大核心驱动力；③人群特征：主要是年轻一代。他们追求自我感受和个性化表达，将情绪价值列为消费决策的核心指标。

It isn’t enough for today’s products to meet functional needs; they must also act as antidotes for stress and anxiety. Contemporary youths are reshaping their spending logic to prioritize paying for happiness.

Hu Fen, a professor at the School of Tourism Management at Hubei University, explained: consumers no longer simply pursue the practical value of goods, but attach more importance to emotional experience and resonance in consumption. The driving forces include a rigid demand for stress relief, social currency, and regaining a sense of control. The younger generation is the main group, who value being in touch with their feelings and list emotional quality as a core indicator for consumption decisions.

在近期召开的地方两会中，情绪价值、情绪经济、悦己经济成为热词，被写入多地政府工作报告。

1月27日，江西省第十四届人民代表大会第四次会议开幕，省政府工作报告提出，要打造国潮经济、情绪经济等新业态新模式。

1月28日上午，重庆市六届人大四次会议开幕。重庆市政府工作报告提到，培育新型消费，发展银发经济、首发经济、票根经济、情绪经济。

今年的贵州省政府工作报告提到，适应消费新趋势，挖掘服务消费潜力，大力发展首发经济、银发经济、演艺经济、票根经济、谷子经济、悦己经济等，因地制宜打造玩具手办、国潮IP等年轻化消费产品，推出一批非遗夜市、中医药文化夜市等主题消费场景，培育更多消费增长点。

湖北两会上的政府工作报告提出，2026年将回应人民群众对实用价值、情绪价值与知识价值的新需求，深入实施提振消费专项行动。

During this year’s regional two sessions, emotional value, emotional economy, and self-pleasing economy became buzzwords and were included in multiple government work reports.

The fourth session of the 14th Jiangxi Provincial People's Congress, which opened on Jan 27, included a proposal for creating new business formats and models, such as a China-chic economy and the emotional economy.

Opening a day later, the fourth session of the 6th People's Congress of Chongqing proposed cultivating new types of consumption and developing silver-hair, debut, ticket, and emotional economies.

Guizhou province plans to create youth-oriented toys and China-chic IPs, as well as launch events themed around intangible cultural heritage and night markets for traditional Chinese medicine culture.

Hubei province will respond to public demand for practical, emotional, and knowledge value in 2026.

湖北省人大代表王生慧表示：“将‘情绪价值’写入省政府工作报告，体现了湖北在政策制定中对人民群众精神需求的高度重视，是政府工作理念的一次创新突破。在湖北，已有许多领域在实践情绪价值消费。例如，随州市博物馆通过‘编钟乐舞’沉浸式演出，让游客穿越千年，感受礼乐文明的精神震撼；黄鹤楼景区推出夜游项目，结合灯光叙事、诗词互动，激发游客对历史文化的共情。”

Wang Shenghui, a deputy to the Hubei Provincial People's Congress, said including "emotional value" in the province’s government work report shows a focus on public spiritual needs and an innovative breakthrough in governance. Industries across Hubei have explored emotional value consumption. Suizhou Museum's immersive chime bells music and dance show offers visitors a journey through ancient times, while the Yellow Crane Tower's night tour uses lighting and poetry to inspire cultural empathy.

消费者行为研究机构Worldpanel消费者指数客户总监贾晓玲认为：“在响应和引导的过程中，地方可注重结合本地资源禀赋与文化特色，聚焦核心优势，打造具有辨识度的消费体验，从而构建真正触动人心、引发共鸣的情感联结。”

Jia Xiaoling, account director of consumer insights firm Worldpanel China, suggested that local authorities could integrate local resources and cultural features to build distinctive consumption experiences, so as to form genuine emotional bonds with the public.

记者：陈美玲

实习生：刘雪茹

来源：中国日报 第一财经

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