Summary of the Key Points
This article focuses on the sudden popularity of the craft activity known as "bean piecing." Through data, case studies, and psychological analysis, it explores how bean piecing has transformed from a niche hobby into a source of spiritual solace for young people, as well as the related industrial chain, entrepreneurial landscape, and social trends behind it. In short, bean piecing has become a way for young people to combat anxiety by providing "meaningless joy" and a sense of certainty. It has also given rise to an industrial chain that spans from the production of materials to physical stores. However, the low barriers to entry have led to fierce competition. Ultimately, the popularity of bean piecing reflects a younger generation's pursuit of "anti-efficiency" and "emotional value"—in an era that values efficiency above all else, they prefer to spend time on seemingly "useless" activities in exchange for moments of freedom and focus.
1. How Popular is Bean Piecing?
The popularity of bean piecing has surpassed that of a mere niche hobby and has become a phenomenon:
- Online Data Explosion: Related videos on Douyin have been viewed nearly 30 billion times, search volumes on Taobao have increased by 500% in a year, and the topic has been viewed over 7.5 billion times on REDnote, ranking it as one of the "top ten strange hobbies that have gone viral."
- Surge in Physical Stores: There are over 2,200 bean piecing-related companies nationwide (90% opened within the past six months), with more than 240 stores in Beijing alone. There are even scenes of people competing for customers in elevators inside office buildings.
- Excessive Competition: People are piecing together large-scale works such as "Riverside Scene at Qingming Festival" and "Thousand Miles of Rivers and Mountains," as well as engaging in 3D bean piecing. Some have even started businesses specializing in repairing damaged beans.
Even in rural areas of Guangxi, bean piecing stores are full of young people who spend four hours piecing beans after finishing their farm work, demonstrating its widespread appeal.
2. Why Are Young People So Obsessed with Bean Piecing?
The allure of bean piecing lies in its ability to meet specific psychological needs of young people:
1. Immediate Feedback and Flow: The process is simple (arranging beans and then ironing them into shape), and you can see progress with each bean placed, which helps you enter a state of focus—forgetting about work, KPIs, and even the passage of time. It's like dedicating yourself to something (like preparing for an exam) without worrying about the outcome.
2. "Meaningless" Freedom: Nowadays, everything young people do is supposed to be "useful"—studying for knowledge, exercising for weight loss, and even hobbies need to be profitable. But bean piecing is purely for enjoyment; the plastic pieces you create don't lead to promotions or salary increases, yet they give you time that is not evaluated by society—you don't need to respond to messages or compete with others, simply enjoying the freedom to do what you want.
3. Combatting Uncertainty: With AI replacing jobs and economic pressures, young people feel that effort may not always be rewarded. However, with bean piecing, as long as you are patient, you can complete a piece, providing a sense of certainty that is particularly valuable in today's world. As the article states, "If hard work doesn't pay off, at least bean piecing gives you a tangible result."
3. Can You Make Money by Running a Bean Piecing Store?
Many people want to start a business in this field, but the reality is complex:
- Low Entry Barriers: For example, Liang Ge in Beijing converted a board game store, spending 40,000-50,000 yuan on materials and rent, and made a 60% profit in the first month by leveraging his knowledge of social media to attract customers through Douyin.
- Fierce Competition: There are dozens of bean piecing stores in a single building in Beijing's Shuangjing area, and even more within a one-kilometer radius of Chaoyang Joy City. Many stores fail, with materials often being sold on platforms like Xianyu.
- The Key to Success is Emotional Value: Surviving stores do so by offering quality services (repairing damaged beans), a comfortable environment, and skilled craftsmanship (evenly ironing the beans). Liang Ge says, "Bean piecing is an emotional industry; focusing on price leads to a zero-sum game. Long-term success comes from repeat business."
Those looking for quick profits may be disappointed, but stores that understand how to operate and provide emotional value have a better chance of success.
4. Behind the Popularity of Bean Piecing: Young People Challenging the "Efficiency-First" World
The popularity of bean piecing represents a cultural shift:
- Anti-Efficiency: AI can generate images instantly, but young people prefer to spend hours creating quirky stickers because "something made by hand, even if it's ugly, is mine."
- Digital Detox: Similar to how American young people use knitting and bullet journals to escape the digital world, Chinese young people use bean piecing to take a break from their phones and work.
- The Quest for Personal Space: In an era where everything must yield results, young people crave time that is not controlled by external expectations—even if it means spending money.
5. Will Bean Piecing Become Obsolete?
It doesn't matter if bean piecing fades; it has already fulfilled its purpose. It may become less popular like previous trends like blind boxes and knitting, but the moments of freedom and joy it brings to young people will remain. As the article concludes, "These plastic pieces may be forgotten, but the time spent without effort and anxiety will stay in their memories."
In the end, what really drives the popularity of bean piecing is not the plastic pieces themselves, but the desire of young people to "slow down" and be themselves. In a fast-paced world, "uselessness" has become the most precious thing.