China’s Gen Z Fuels Nostalgia Economy

Move over, avocado toast – China’s Gen Z is sparking a retro snack revival! Brands across the Chinese mainland are cashing in on millennials’ and Gen Zers’ (born 1995-2009) love for childhood memories, turning yesterday’s treats into today’s trending purchases.

New data from analytics firm Topklout reveals a jaw-dropping 94.7% of young consumers buy snacks or drinks purely for nostalgia vibes. Think neon-colored soda pops, cartoon-branded candies, and limited-edition reboots of ’90s snack classics.

Why the throwback craze? Analysts say it’s about emotional connection in fast-paced digital times. As one 22-year-old shopper told us: \"Rediscovering my childhood bubble tea flavor feels like reuniting with an old friend.\"

Brands are responding with TikTok-style unboxing campaigns and retro-themed pop-ups. Could your favorite childhood treat be next?

Reference(s):

China's obsession with nostalgia promotes Gen-Z consumption

cgtn.com