The Lunar New Year market in 2025 presents a strikingly different scene compared to previous years. Young people, especially those born after 2000, have emerged as the primary force behind New Year shopping, redefining the festive spirit with their unique aesthetics and innovative thinking.

According to the 2024 Tmall Lunar New Year Shopping Festival Trends report, over half of the users purchasing New Year goods on Taobao are from the post-1995 generation. Even younger generations, such as those born between 2000 and 2005, have joined the shopping spree. Their preferences break away from traditional stereotypes, leaning instead toward items that are "fun, interesting, and full of personality." From kumquat trees to LEGO orange trees and traditional decorations to Jellycat plush toys, these young "New Year curators" add trendy, creative elements to the holiday.

Local Specialties: The Rising New Favorites

This year, young consumers continued to actively purchase New Year goods, with Tmall revealing interesting trends in their shopping habits. One standout trend is their growing enthusiasm for local specialties, effectively using their purchasing power to promote regional products.

According to Taobao's Top Shops List, Inner Mongolia smoked chicken sales increased by 75% year-over-year, while sales of Jiangsu beggar's chicken skyrocketed by an astonishing 1,003%. Search volume for dairy skin products rose by 200%. Weihai's "flower steamed buns," featuring zodiac-themed designs and modern Chinese elements, have also gained popularity, with monthly sales increasing by 72%, turning these festive treats into sought-after "limited-edition merchandise."

Reviving Traditional Culture Through Innovation

Young people also show a strong interest in intangible cultural heritage. They are breathing new life into traditional arts by purchasing handmade lanterns and learning traditional crafts. Data shows that sales of handmade lanterns on Taobao grew by 221% month-over-month, while searches for UV-related crafts increased by 298%. Many young consumers have shared their handmade creations in online reviews, showcasing their innovative interpretations of traditional culture.

Clearly, this generation of young consumers, driven by a strong sense of ritual, is redefining New Year traditions. They inject fresh energy into the holiday through personalization, regional pride, and trendsetting choices. Their new consumption habits prove that tradition can be trendy, hometown pride can be cool, and the Lunar New Year spirit can feel brand new.

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