Shanghai recently witnessed the birth of an unlikely internet sensation — a 5.2-meter-high "scruffy dog" topiary in central Shanghai's Jing'an district.
Originally designed for a spring flower show, the West Highland White Terrier-shaped shrubbery, made up of more than 20 types of flowers and plants, became so popular that the city decided to keep it on display for another three months. In less than a month, more than 30 million people flocked to see it.
Retailers located around the topiary reaped over 2 billion yuan ($295 million) in sales during the official exhibition period. A total of 1.7 million consumers visited the mall, up 192.53 percent from a year earlier.
"People have come for the scruffy dog. They linger, take pictures, then find themselves grabbing a coffee, sitting down for a meal, and strolling through the nearby shops. Wrapped in a sense of calm, consumption unfolded as a natural afterthought," local commerce officials said.
Emotional value
Shanghai commerce officials have defined the retail boost as "emotion-driven consumption", pledging to create more unconventional scenarios for new consumer experiences.
The Chinese consumer market has entered a new age, according to Joanna Lu, a partner at consulting company Bain & Co. "The core of consumption is 'love'. People are looking for meaning and emotional value from different experiences. That is why consumption is more driven by scenarios, social groups and sentiments," she said.
Liu Gongrun, a researcher at CEIBS, said the Chinese consumer market has been moving from buying tangible goods to savoring intangible services. In 2025, China's sales of services grew 5.5 percent from a year earlier, 1.7 percentage points higher than that of goods.
Consumption has been rapidly transforming from "possessing things" to "prioritizing experiences", the Hurun Research Institute said in a January report. The super rich have increased their budgets for experience-based consumption, such as travel and health management, by 12 percent. "The super rich no longer consider consumption as a tool to demonstrate their identity. Life quality and emotional satisfaction are of greater value to them," said Hurun's founder Rupert Hoogewerf.
Worthiness wins
A similar trend is happening among younger Chinese. Guochao, or China chic, reflects their close connection to Chinese culture, with aesthetic value and shopping experiences overtaking brand cachet.
"The core targets of guochao brands are younger consumers aged between 20 and 30. To them, consumption is an expression of their own value. The product's worthiness outweighs affordability when they buy something ," said Liu.
The pursuit of new shopping experiences is not restricted to any category or age group. China's domestic tourism hit record numbers in 2025, with tourists making 6.52 billion trips — up 16.2 percent — and spending 6.30 trillion yuan.
"Chinese consumers now have a 'value awakening'," said Joanna Lu. "More and more consumers are willing to pay for emotional value and spiritual satisfaction. They wish to express their emotions, seek out experiential scenarios, and even co-create brand stories with each purchase."