In recent years, Xuanxue (玄学) which sparked the spiritual economy has gained significant attention in China. Xuanxue is an ancient cultural tradition, dating back to Wei and Jin dynasties in ancient China. It covers many fields, such as numerology, feng shui, divination, etc, and synthesizes the teachings from Confucianism, Taoism, and other philosophical teachings. On Weibo, the hashtag #Xuanxue has garnered 430 million page views and sparked 394,000 discussions by the end of March. Across the internet, numerous individuals share posts representing good luck, such as koi fish, believing them to bring good fortune. Alongside Cyber-Xuanxue, practices such as zodiac signs, tarot, and wearing specific ornaments have also emerged as methods for Zhuanyun (转运), which refers to altering one’s fate.
Special psychological sustenance and comfort
Xuanxue, as an invisible mystical power, is now attracting huge attention from young people. It may be difficult to verify its evidence, but there must be reasons for the popularity of this trend. In contemporary society, young people face an increasing number of uncertain factors, adding to the pressure of academic pursuits and the search for emotional grounding.
As such, Xuanxue offers them a rationale to alleviate internal conflicts. Certain frustrations are attributed to phenomena like “Mercury Retrograde”(水逆) and “feng shui,” providing explanations for otherwise indigestible anxieties. Utilizing the Barnum effect makes it possible to recognize that people are inclined to believe in generalized statements. In times of helplessness and confusion, individuals seek solace through fortune-telling and similar practices. The broad and ambiguous advice provided by metaphysics allows them to instinctively filter out information that does not resonate with their experiences, offering a semblance of guidance amidst uncertainty.
Social media drives the buzz
Social media has propelled the spiritual economy. A plethora of successful instances of wishful thinking online has drawn in more individuals seeking to alter their fortunes through Xuanxue practices. Furthermore, the growth of the associated economy has captured the attention of a broader audience. The surge in temple economies has infused traditional and solemn temples with a youthful and vibrant atmosphere. Various ancillary sales and temple cafes have emerged, bridging the gap between young people and these sacred spaces. Additionally, while not everyone may be deeply engaged in the spiritual economy, many are still enticed by the allure of jewelry and ornaments associated with it, leading them to purchase related items.
Ways in which young people seek spiritual help
Temples: young people’s luck haven
The temple, once primarily frequented by middle-aged and elderly individuals, now sees an influx of young people praying for good fortune. According to data from Mafengwo (马蜂窝), a leading Chinese tourism forum, in 2023, temples emerged as the new favorite destination for young people during spring outings, experiencing a 138% increase in popularity. The trend of temple visits has persisted into 2024, making it one of the Top 10 most-searched activities during the Spring Festival holiday.
The Lama Temple (雍和宫), renowned for its potency in blessings, drew tens of thousands of visitors on the first day of the 2024 Lunar New Year. The traditional act of worshipping Buddha fulfills the spiritual needs of young people, while tangible items further solidify the transfer of blessings. Consequently, bracelets from various popular temples have become the preferred choice among the youth. Moreover, Xiaohongshu offers comprehensive classifications and recommendations for selecting different bracelets, providing analysis of different bracelet materials, and explaining the meaning of different bracelets, catering to a wide range of individual preferences and needs.
Cyber-Xuanxue: a new way for young people to improve their luck
If temple visits have emerged as a recent spiritual economy, Cyber-Xuanxue (赛博玄学) has long been a favored avenue for young people. The accessibility of Internet Xuanxue is notably low-cost, simply requiring a click on the screen. For students and office workers alike, it presents the most efficient use of time and finances. Good-luck memes and profile picture alterations have gained traction among the youth, who believe such changes can attract love and prosperity effortlessly, and this has become one of the methods of Zhuanyun.
In the contemporary era, cyber-Xuanxue stands as the dominant force. Astrology and tarot transcend mere superstition, akin to the ubiquitous incense and bracelets found in the Lama Temple, addressing the emotional needs of today’s youth. The rise of this wave has also led to the popularity of many astrological and tarot bloggers, who provide daily horoscope predictions and recommend lucky items according to the horoscope and have gained extremely high attention on social media. Through fashion reinterpretation and modernization, these once enigmatic cultural elements have successfully permeated public aesthetics, emerging as iconic pursuits for Generation Z.
Youngblood helps the spiritual economy
As the spiritual economy gains traction, related businesses are naturally experiencing a surge in popularity. Other than the rise of the temple economy, feng shui-related companies sprucing up since 2000, and more than 40,000 related companies in 2022. As an emotional consulting platform for psychological testing and constellation testing, Cece (测测), has won Tencent’s strategic investment in 2021. “Xuanxue fever” has brought huge benefits to business, and fashion topics related to the spiritual economy also can be converted into sales opportunities.
The fashion industry has significantly benefited
In terms of cultural connotation, the Xuanxue meaning of fashion brands also unexpectedly resonates with consumers. Accessories such as crystal bracelets and necklaces in different colors believed to contain metaphysical energy, add to this metaphysical pairing. Vivienne Westwood‘s Saturn necklace was once a hot spiritual economy item. In astrology, Saturn symbolizes qualities such as introspection and perseverance. Some people believe that by embodying these traits, individuals can transform their diligent efforts into favorable outcomes, effectively turning hard work into luck. There is a saying on the Internet that it is easier to “go ashore” (上岸), which is the cyber slang for achieving success or getting out of a difficult situation, when wearing a Vivienne Westwood Saturn necklace for students who are taking various examinations.
What you need to know about the Chinese spiritual economy
- The spiritual economy has surged in popularity across the Chinese Internet, captivating a substantial audience of young individuals.
- Temples are experiencing a shift in demographics as they attract not only the middle-aged and elderly but also the younger consumers, who now purchase a variety of bracelets to seek blessings for good fortune.
- The accessibility and affordability of cyber-Xuanxue have attracted a significant following among young people, leading to thriving communities and benefiting relevant bloggers.
- Xuanxue serves as a psychological haven for young individuals, helping them alleviate internal psychological friction and find answers to their questions.
- Social media platforms have propelled the spiritual economy forward, leading to rapid growth in related businesses and benefiting the fashion industry.
