The 25th Winter Olympics commenced in Milan, Italy, on the evening of February 6, drawing global attention to competitive ice and snow sports. Meanwhile, in subtropical Guangdong, residents like Ms. Liu from Shenzhen sought their own winter experiences at a massive indoor ski facility near home. "My city never sees real snow, but this place lets us enjoy the cold in the middle of warmth," she said after spending nearly 1,000 yuan at Qianhai Snow World.
In 2025, per capita service expenditure in the province reached 19,199 yuan, representing 51.5% of total consumer spending. The figure marks a structural shift toward experiential, emotion-driven consumption, particularly among younger residents.
Indoor ski facilities have become key drivers of this trend. The Shenzhen snow center, one of the world's largest indoor venues, attracted over three million visitors in its first three months, generating more than 100 million yuan in revenue. "What people want today is not just products—it's memorable experiences," said Tang Yuhang, an operations executive at the site.
Social media amplifies the phenomenon. Visually striking locations—from European-themed resorts in Guangzhou to revitalized historic districts in Dongguan—draw crowds eager to share content online. “Dining out is no longer just about the food. It's about creating moments worth posting," noted Yuan Gongzhao, a local restaurant owner.
The trend aligns with the expansion of China's emotional consumption market, which grew from 1.63 trillion yuan in 2022 to 2.31 trillion yuan in 2024, and is projected to surpass 4.5 trillion yuan by 2029. Surveys indicate that over 90% of young Chinese recognize the importance of emotional value in purchases, and nearly 60% are willing to pay for it.
Guangdong's focus on sectors such as catering, tourism, wellness, and childcare has further boosted service demand. Per capita service spending grew by 5.2% in 2025, 1.2 percentage points faster than total consumption growth, raising services' share of household budgets to 51.5%.
Author | Feng Huiting
Photo | Nanfang Plus
