Core Insights - The rise of plush toys like Jellycat and Labubu reflects a growing trend in emotional consumption among Generation Z, with significant increases in related social media engagement and search volume [1] - Emotional value is recognized as a psychological necessity for over 90% of young people, with a majority indicating that it helps alleviate stress and anxiety [1][2] - Nearly 60% of young consumers are willing to spend on emotional value, with a notable increase in those prioritizing "value for emotional experience" in their purchasing decisions [1] Emotional Consumption Trends - 90% of young people have engaged in emotional spending, with 40% identified as frequent consumers [2] - The average monthly expenditure on emotional consumption is 949 yuan, with nearly 20% willing to spend over 2000 yuan monthly for happiness [2] - There is a rising expectation for emotional value in purchases, with over 70% of youth feeling that the threshold for obtaining emotional satisfaction through consumption is increasing [2] Gender Differences in Emotional Spending - Motivations for spending on emotional value differ by gender, with women more inclined towards self-reward and premium purchases, while men seek recognition and a sense of identity [2]

作者丨易佳颖 编辑丨张伟贤 视频丨王学权 实习生余星惠 近年来，从jellycat到Labubu，一系列毛绒玩偶大火。 2025年第二季度，Soul APP数据显示，Labubu相关内容发帖数量同比增长3133.2%，搜索量 同比增长2643.7%。 而这背后是情绪价值成为Z世代"心理刚需"。《2025 Z世代情绪消费报告》显示，超9成年轻人 认可情绪价值，超5成青年主要从社交中汲取情绪价值。 具体而言，46.8%的青年认为情绪价值"是缓解压力焦虑的良药"，43.1%的青年认为情绪价 值"让我觉得被需要、被看见"，32.8%的青年认为情绪价值"是生活动力、是续命工具" ，还有 22.8%的青年表示"越来越意识到情绪价值的意义"。 情绪价值与成为年轻人维系心理健康和生活动力的能量补给源，近6成青年愿意为情绪价值买 单。从青年目前的消费心态来看，选择"快乐消费，为情绪价值/兴趣买单"人群占比为56.3%， 较2024年增长16.2%，越来越多的年轻人选择"情价比消费"（追求情绪价值与价格的最大比 值）。此外，44.8%青年关注"品质升级"，说明年轻人并非"盲目悦己"，而是在情绪驱动下追 求更好的体验感。 报告显示 ...

Group 1 - The core viewpoint of the articles highlights the rising trend of emotional consumption among Generation Z, with significant growth in interest and engagement in plush toys like Labubu and Jellycat [1][2] - In Q2 2025, Labubu-related content posts increased by 3133.2% year-on-year, and search volume rose by 2643.7% [1] - Over 90% of young people recognize the value of emotional consumption, with 60% willing to spend on it, indicating a shift towards prioritizing emotional value in purchasing decisions [1][2] Group 2 - The average monthly expenditure on emotional consumption among young people is 949 yuan, with nearly 20% willing to spend over 2000 yuan monthly for happiness [2] - More than 70% of young people believe the threshold for obtaining emotional value through consumption is rising, with many seeking more expensive and refined products [2] - There are notable differences in motivations for emotional spending between genders, with women leaning towards self-reward and men seeking recognition and identity [2]

Core Insights - The Labubu toy from China has become a hot-selling item at the 2025 Africa Comic Convention held in Johannesburg, South Africa, attracting large crowds despite limited daily sales [1][2] - The toy is priced at 699 ZAR (approximately 40 USD) in South Africa, which is lower than its online speculative prices, indicating a strategic pricing approach [2] - The popularity of Labubu is attributed to its uniqueness and limited availability, aligning with consumer desires for self-expression and collectibility [4] Group 1 - Labubu's sales strategy includes a "bundling" approach where consumers must purchase other products to buy the Labubu plush toy, reflecting a marketing tactic to boost overall sales [2] - The toy's introduction to the South African market was initiated by Dean Pillay, who recognized its popularity in Asia and successfully sold 2,000 units at a previous event in Cape Town [2] - The demand for Labubu is so high that the company has introduced two alternative products to meet consumer needs during stock shortages [2] Group 2 - Marketing expert Davin Phillips suggests that Labubu's appeal lies in its oddity and limited release, which resonates with consumers' emotional and storytelling needs [4] - The toy's exposure may fluctuate, but it represents a lasting demand for emotional connection and narrative among consumers [4]

Group 1 - The core point of the article highlights the increasing demand for the Labubu plush toy, which has become a popular gift choice among high-end clients, leading to significant scarcity in the market [3] - A Hong Kong insurance agent, Wang Manna, has resorted to hiring a university student to find the Labubu toy due to its high demand and low availability, indicating a strong consumer interest in this product [3] - The resale price of the Labubu toy has surged, with Wang Manna willing to pay approximately 600 HKD (about 77 USD) for each toy, significantly higher than the retail price of 99 HKD, showcasing the toy's perceived value among consumers [3]

Core Viewpoint - Labubu, a core IP under Pop Mart, has become a significant phenomenon in the collectible toy market, with notable sell-out events globally [1] Group 1 - Labubu has gained immense popularity in South Korea, leading to long queues outside stores, with incidents of disputes among customers due to overcrowding [1] - In response to safety concerns at offline sales locations, Pop Mart Korea announced a temporary halt on the offline sales of the entire Labubu plush toy and keychain series [1] - The company emphasized its commitment to customer safety and quality service, expressing apologies for any inconvenience caused by this decision [1]

Core Viewpoint - Labubu, a core IP under Pop Mart, has become a significant phenomenon in the collectible toy market, with notable sell-out events globally [1] Group 1 - Labubu has gained immense popularity in South Korea, leading to long queues outside stores, indicating high consumer demand [1] - Incidents of disputes among customers due to overcrowding have prompted local police to intervene for crowd control [1] - On June 14, Pop Mart announced a temporary halt to the offline sales of Labubu plush toys and keychains due to safety concerns for customers [1]