Soft Power: Why China’s Adults are Playing with Plushies Again
Learn how a new generation of Chinese youth is reshaping the consumer market, driving the thrift boom, and transforming the manufacturing landscape in our new issue! Grab your copy now!
Hello TWOC readers!
With Pop Mart’s Labubu plush toy going viral internationally over the past year, it seems the perfect moment to explore the rise of the “emotional economy” fueling the craze, where young millennials and Gen Z are drawn to brands that offer joy, comfort, and a sense of self-expression. But at the same time, thrift- and sustainability-minded consumers in China are also driving a booming secondhand market. Meanwhile, the next generation of factory owners supplying these emerging trends is learning how to navigate the new market as they step into leadership roles within their family businesses. Grab your copy now to find out how these young consumers and makers are reshaping the market and what lies ahead!
We traveled far and wide for this issue: Our feature stories take us northeast to Harbin, where Ice-Snow World has grown into the world’s largest ice festival, and south to a historical Zhejiang village hosting China’s first translator residency program. We also visit Milan’s Chinatown to see how a new generation of Italian-Chinese entrepreneurs is reshaping the community, and head to Qingtian, Zhejiang—the hometown of much of Europe’s Chinese diaspora—to explore how those who left, stayed, and returned are transforming the small town.
If you can’t hop on a plane just yet—or if you’re planning a trip and want to dig deeper into these places—our digital subscription gives you instant access to all these stories and more. Travel alongside our reporters and explore China’s changing landscapes, communities, and cultures in one click.
Here are some sneak peeks:
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Emotional Economics: Why China’s Adults are Playing With Plushies Again
Designer toys are leading the growth of China’s “emotional economy,” as millennials and Gen Z seek brands that connect with their feelings. Read more
A Second Life: Why Young Chinese Are Turning to Thrift?
Drawn by sustainability and savings, young shoppers are driving China’s boom in secondhand goods. Read more
From Icy to an Ice Icon: How Harbin Became a Winter Wonderland
Since its founding in 1999, the Harbin Ice-Snow World has grown from a local initiative that provides residents with wintertime entertainment into the world’s largest celebration of ice. Read more
What We’re Watching
Qingtian: China’s Most European Town
Despite having fewer than 400,000 residents, Qingtian—a small county in Zhejiang—consumes over 2 million steaks and 120 tons of coffee beans a year, rivaling the number of a metropolis. With its love for wine, espresso, and Spanish jamon, how did this small Chinese town become so infused with a European lifestyle? Watch Now!
What We’re Listening
The Year in Chinese Music: Top Albums of 2025
From dream-pop haze to dialect rap and post-punk playfulness, a curated snapshot of the sounds shaping the year picked by leading tastemakers across the scene. Listen Now!
Buy Our Latest Issue
New Markets, Young Makers: How Millennials and Gen Z Are Shaping the Future of Consumption
Catapulted by the rise of designer toys, the “emotional economy” emerged as one of China’s hottest buzzwords in 2025, as millennials and Gen Z gravitated toward brands offering enjoyment, comfort, and self-expression. At the same time, thrift- and sustainability-minded consumers are driving a booming secondhand market, while the next generation of factory owners steps into leadership within their family businesses. All this and more in our latest magazine issue. Support on-the-ground reporting from China—get your copy today!