Core Insights - The "One-Day Store Manager" phenomenon has gained significant attention among young people in 2025, reflecting a desire for unique experiences and emotional engagement [1] - This trend serves as an emotional outlet for young individuals facing high-pressure lifestyles, providing a temporary escape from reality [3][4] Emotional Value - Young people are seeking emotional comfort amidst academic and workplace pressures, and the "One-Day Store Manager" activity offers a perfect emotional release [3] - Brands often invite celebrities or influencers to participate, creating opportunities for fans to connect with their idols [3] Social and Identity Recognition - The rise of social media has intensified the pursuit of social capital and identity recognition among young people, with the "One-Day Store Manager" activity providing rich social content and opportunities to enhance self-worth [5] Novel Experience - Young individuals crave novelty and unique experiences, and the "One-Day Store Manager" model breaks conventional routines, opening new avenues for engagement [6] Summary of the Trend - The "One-Day Store Manager" phenomenon resonates with young people's emotional, psychological, and social needs, serving as a marketing strategy for brands while fulfilling young people's desires for emotional connection, escape from reality, social recognition, and novel experiences [7] - However, challenges such as excessive marketing and experience discrepancies are emerging, necessitating brands to balance meeting young people's needs with addressing these potential issues for sustainable development [7] Identity Transformation - Participants temporarily shed their original identities to become the "captain" of the store, enjoying the freedom to express creativity and manage the store [8] - This experience serves as a rebellion against monotonous daily life and provides an effective outlet for emotional release [8] - Social behaviors during the activity include sharing experiences on platforms like Xiaohongshu and Weibo, accumulating social capital through likes and comments [8] - Brands leverage these activities to attract traffic and create buzz, while young people showcase themselves, achieving a "supply-demand resonance" [8] - Unlike traditional marketing, which is one-way, the "One-Day Store Manager" model allows consumers to take center stage in store operations [8] - An example includes Pop Mart's initiative to recruit ordinary consumers as one-day store managers, enhancing engagement through unique experiences [8]