Summary of Key Points
This article reveals the consumer trends of the post-pandemic era through various phenomena such as the craze for cultural and creative products at the Shanghai Book Fair, the surge in popularity of cultural venues like museums and temples, the shift in luxury goods consumption towards handmade, and the rise of guided tours. People are increasingly willing to pay for irreplicable cultural experiences, the touch of human craftsmanship, and the sense of being there rather than for standardized products (like luxury goods with large logos). Social currency has also shifted from showing off material possessions to showcasing cultural capital. In other words, people are more inclined to spend money on experiences that feel authentic and meaningful.
1. The Book Fair is Popular, but Books Aren’t the Best Sellers
The Shanghai Book Fair is crowded, yet book sales have only increased by 30%, while sales of cultural and creative products (such as the canvas bags from No. 600 Wanning South Road) have doubled. Why? It’s not that people have suddenly become more interested in reading; the book fair has long since ceased to be a place for buying books. Nowadays, people go to the book fair to obtain proof of their participation in cultural activities—signed books, limited-edition canvas bags, and photos with authors. These items can be shared on social media and used as a form of social currency, much like concert tickets, which are not bought for the music but to show off one’s presence at the event.
This isn’t new. In ancient times, when printing was not available, reading was a collective activity (as seen in the Huai Market during the Western Han Dynasty). The book fair simply brings reading back to its traditional form, where there are people, a venue, and interaction.
2. Once Quiet Places Have Become Popular Tourist Attractions
Places that were once quiet, such as museums, temples, and gardens, are now crowded with visitors:
- In 2024, national museums received 1.49 billion visitors (a 15% increase from 2023); the Shanghai Museum’s Egyptian exhibition attracted 2.77 million visitors, and some museums even operate 24 hours a day.
- Temple ticket sales have increased by 310%; young people choose to offer incense as a way to “show their progress” in life.
- Long queues form at even places like Suzhou gardens and Shanghai’s alleys during city walks.
Why? Because the experience of being there has become highly valued. Viewing pictures or watching videos cannot replace the awe of standing in front of ancient artifacts or the ritual significance of getting autographs in a temple. This trend is not limited to young people; retired middle-aged and elderly people are also willing to pay for in-depth tours and off-peak visits. Cultural interests transcend age and are on the rise.
3. Are Luxury Goods Less Popular? The Era of Buying Logos Is Over
The global luxury goods market is shrinking, but not all brands are affected equally:
- Brands that rely on large logos for sales (such as some traditional fashion houses) are declining.
- Brands that focus on craftsmanship and scarcity (such as luxury bags made with premium materials without logos) are doing well.
This is known as the “K-shaped divergence”: standardized products in the middle are unpopular, while products on the extremes (either extremely affordable or uniquely handmade) are becoming more popular.
Chinese consumers are no exception. Young people are willing to wait months for handmade clothing with cultural significance, while high-net-worth individuals are shifting from conspicuous bags to more discerning choices. “Things that machines can produce are less valuable; what matters is the human touch.” For example, Kashmiri shawls are not just for their appearance but for the craftsmanship behind them, which only true connoisseurs appreciate.
4. What People Share on Social Media Has Changed
People used to show off luxury bags; now they share photos from museum visits and cultural and creative products from book fairs. The reason? Because showing off logos is no longer novel (with so many replicas and easy access to knockoffs), while attending events and experiencing them firsthand requires time and effort, making it a form of cultural capital. As sociologists say, the ultimate symbol of status is not wealth but taste.
Some might see this as pretense, but it’s actually a good thing. By pretending to understand culture, people gradually develop a real appreciation for it. This was evident in the late Ming Dynasty in the Jiangnan region, where merchants’ interest in culture led to the flourishing of China’s finest appreciation culture. The threshold for culture is lowered by those who are eager to learn.
5. AI Can Provide Information, but People Still Prefer Live Tours
Guided tours at museums are becoming popular, with research tour orders increasing by 200%, and one-on-one tours costing up to 500 yuan. If AI can provide instant information about exhibits, why do people still prefer live tours? Because AI offers information, while a human guide offers an experience. A good guide will adjust their pace based on the visitor’s reactions—explaining more background when you show interest and pausing for closer looks. This is not a standardized recording; it’s the personal touch that makes the experience unique, just like freshly prepared food tastes better than pre-made dishes.
Museums are even starting to standardize their tour services. For example, the Shanghai Museum’s American exhibition requires tour guides to meet certain criteria, indicating that cultural consumption has evolved from casual browsing to paid, professional experiences.
6. The Canvas Bag as a Symbol of Change
That canvas bag is more than just a bag; it represents the changing nature of consumption in this era. When machines can replicate everything, people are willing to pay for things that are unique and personally crafted—time, human effort, and the moment of being there. Whether you truly appreciate these things or just want to appear to, the important thing is that you were there. That’s enough.