CHINA FASHION BUSINESS

▼The following discussion and summary from the Coldy Fashion Circle address industry-related issues. These insights are the product of collective wisdom and do not represent individual opinions. The aim is to benefit industry professionals.

How the Metaphysical Craze Began

1. The Metaphysical Journey in the Lives of Young People

In early 2024, a wave of metaphysical culture swept through social media, with the “temple craze” being particularly noteworthy. Self-media widely spread the topic of “young people choosing incense offerings between striving for progress and working,” which sparked heated discussions. Along with this trend, religiously symbolic accessories like the “eighteen seeds” quickly became popular.

（RESOURCE：MUJI）

This cultural phenomenon soon impacted the fashion industry. MUJI launched a series of temple-style clothing, which, although the brand is known for its minimalist style, featured colors that closely resembled the traditional attire of temple monks. Around the same time, Cartier’s leopard series was also interpreted as having metaphysical meanings.

Before the temple craze, the “Yonghe Temple-style wish-making” had already attracted attention online. A similar phenomenon appeared in the educational field, where students were frequently seen kneeling and praying in front of a Confucius statue in certain exam halls. These topics were often spread on social media in a lighthearted and humorous manner, sparking widespread interaction.

A local religious event in Fujian at the beginning of the year received unprecedented attention on social media. However, a controversial incident occurred when a netizen cosplayed as Zhao Shizi, which led to criticism. This reflects the sensitivity of traditional cultural symbols in modern media.

2. The Endless Stream of Metaphysical Topics on Self-Media Platforms

Metaphysical culture even seeped into the workplace environment. The idea of feng shui in office spaces became popular, with the saying “left high, right low, wind and water rise” gaining widespread attention. Interestingly, most people followed these suggestions without questioning the reasoning behind them. Some office workers even rearranged their monitors to align with this advice.

On social platforms like Xiaohongshu, horoscope and fortune analysis content remained hot, with many posts’ comment sections filled with interactions like “receiving good fortune.” This phenomenon reflects young people’s strong need for psychological comfort.

The commercial world quickly responded to this trend. “Fearless Coffee” in Nanning intentionally set up near a temple, combining the name of the coffee shop with Buddhist philosophy, and designed its space to appeal to young people’s aesthetic preferences. However, by the second half of 2024, this trend had significantly cooled. Despite incorporating Buddhist elements, the daily operations of the coffee shop were not notably different from those of any other coffee shop.

This business model, relying on internet trends, faces sustainability issues. If the temple craze on social media wanes, foot traffic to these shops may be affected. Shifting towards more in-depth Buddhist culture may not attract trend-chasing customers. However, traditional temples like Lingyin Temple in Hangzhou continue to maintain a steady flow of visitors and worshippers during holidays, showing the enduring attraction of traditional cultural sites.

These phenomena demonstrate that modern society, especially younger generations, tends to seek psychological solace through metaphysical culture in the face of stress. Commercial entities have keenly captured this demand and integrated metaphysical elements into their products and services. However, whether this trend will be sustainable and whether it will have any impact on traditional culture still requires further observation and contemplation.

Metaphysical Marketing in the Fashion Industry

1. Which Brands Are Using Metaphysical Marketing?

Next, let’s talk about the metaphysical stories related to fashion brands. There was a period when rumors about Tiffany and its alleged curse spread on Xiaohongshu. Tiffany did not make any official comment, but the topic was very lively on social media. Some people said that the name “Tiffany” could be interpreted as “kick you over,” which I believe was not an official brand approach but rather a discussion triggered by a comment discovered online. This eventually led to discussions extending to Nike, implying the idea that they were not afraid of curses.

In 2020, GUCCI launched a monthly astrology column on its WeChat official account, but when I visited recently, the astrology content was no longer available.

GUCCI’s monthly horoscope (April 20 – May 20): At the end of these astrology articles, there was a link to the GUCCI horoscope collection. Initially, it seemed that the brand used horoscope analysis to recommend certain products to consumers. I also frequently come across horoscope posts on Xiaohongshu, with similar content, where the comment sections are filled with interactions like “receiving good fortune.”

When it comes to seeking good luck or changing one’s fortune, people generally adopt a “better safe than sorry” mentality. The four-leaf clover, as a symbol of luck, has been popular since childhood, with many people going out of their way to find one. A middle school Chinese teacher once spent an hour searching for a four-leaf clover among a patch of three-leaf clovers, reflecting people’s obsession with lucky symbols.

（RESOURCE：麦莉珠宝定制）

（RESOURCE：夜半映九枝）

The jewelry market offers detailed metaphysical interpretations of the four-leaf clover. Different colors of the four-leaf clover are assigned specific meanings, combining with China’s traditional five-element theory: red represents fire, symbolizing love luck; purple represents earth, symbolizing career luck; yellow also represents earth, symbolizing financial luck; green represents wood, symbolizing health luck; white represents metal, symbolizing the luck of benefactors. This interpretation provides a cultural background for jewelry sales.

In 2024, Bazi (Eight Characters) fortune-telling became popular among young people. Some people learned about it and discovered that while Bazi fortune-telling has theoretical foundations, most practitioners lack sufficient expertise. The metaphysical field requires a solid foundation in ancient literature, and very few people can truly understand the “I Ching,” leading to the phenomenon where “those who truly understand do not practice, and those who do not understand are doing it wrong.” This causes metaphysical practices to lose their authority and foundation for sustained popularity.

Vivienne Westwood’s Saturn necklace was given a special meaning on Chinese social media, being called the “exclusive jewelry” for those taking public exams or studying for graduate school. The saying “as long as you work hard enough, Saturn will reward you” reflects young people’s desire for psychological comfort through certain objects when facing pressure.

Even outdoor sports brands have been infused with metaphysical significance. The logos of brands like Arc’teryx, Colom, and Descente have been uniquely interpreted by netizens: the different colors of Arc’teryx’s logo are said to represent different administrative levels, “blue for department-level, gray for section-level, black for bureau-level”; the downward arrow in Descente’s logo is interpreted as “concern for the people, rooted downward”; Colom’s logo of two trees is interpreted as “step by step promotion.”

2. How Metaphysical Bloggers on Xiaohongshu Are Driving the Metaphysical Trend in the Fashion Industry

On the Xiaohongshu platform, metaphysical marketing continues to gain traction. Bloggers promote jewelry and accessories from a metaphysical perspective, linking different gemstones to changes in fortune. Predictions suggest that “the new trend in 2025 will be jewelry + metaphysics.” This marketing approach reflects the collision between positive mindsets and real-life pressures, and it also demonstrates the contemporary young generation’s need for psychological comfort.

（RESOURCE：小红书截图）

Last year, topics related to fortune-telling, Bazi analysis, and Taoist practices were especially popular. In contrast, traditional lucky symbols like the four-leaf clover saw a decline in popularity. This trend indicates that metaphysical culture is constantly evolving, with people continuing to explore different forms of psychological solace.

Despite the rise of metaphysical marketing, some consumers remain rational and state that they would not easily let this type of marketing influence their purchasing decisions. This phenomenon reflects the complex psychological state of contemporary society, particularly among young people: on one hand, they seek spiritual comfort, while on the other hand, they try to maintain rational judgment.

How to View the Role of Metaphysics in Brand Marketing?

1. Why Does Metaphysical Marketing Attract Consumers?

Metaphysical culture has long been widespread in folk traditions. In the current economic environment, where things are generally not looking good, metaphysical blessings have gained new vitality as a way to alleviate anxiety. This phenomenon’s rise is closely tied to the broader societal environment. However, marketing that links products with metaphysical elements is more of a timely business strategy than a deeply cultural practice.

There is a clear gap in the transmission of metaphysical culture: those who truly master metaphysics typically do not engage in commercial activities, while practitioners without specialized knowledge are busy developing related products. This leads to the loss of the authority of metaphysical elements, making it difficult for them to form a lasting cultural impact. For example, although Fearless Coffee is located next to a temple and uses Buddhist elements for decoration, this approach merely caters to the short-term moods of social media and fails to achieve a deep integration with traditional culture. It is also difficult to convert it into genuine cultural consumption.

2. How Long Will Metaphysical Marketing Remain Popular?

Hot topics on social media platforms change rapidly. Although metaphysical topics are still popular, it remains to be seen whether their influence can continue once the next wave of online trends emerges. What is more concerning is that contemporary young people’s attitude toward metaphysics has shown a clear trend of pragmatism: they tend to selectively believe in and accept only those interpretations that benefit them.

Young people generally view metaphysics as an entertainment topic or a temporary psychological comfort. They are clearly aware that metaphysics does not bring real benefits. For commercial brands, using metaphysical elements in marketing is a convenient way to quickly connect with consumers in today’s anxious society. However, whether this shallow marketing strategy will remain effective long-term is still highly uncertain.

This phenomenon suggests that, in the fast-paced modern world, people’s need for psychological comfort persists, but their attitude toward metaphysics has fundamentally changed. Metaphysics is no longer a traditional belief system; it has transformed into an entertainment-based psychological adjustment tool. While businesses have seized this characteristic for marketing, if they do not delve into its cultural connotations, the vitality of this marketing approach may be short-lived.

3. Do Young People Really Believe in Metaphysics? Where is the Line for Metaphysical Marketing?

In the context of ever-changing social media trends and the evolving psychological needs of young people, metaphysical marketing may continue to exist, but its form and influence will likely adjust accordingly. For commercial entities, the important challenge will be how to cater to market demand while achieving deep cultural development.

This complex social phenomenon reflects the contradictory mindset of contemporary people when facing pressure and uncertainty: they need some form of psychological comfort but still maintain rational judgment. The commercialization of metaphysical culture is a concrete manifestation of this contradictory mindset in the market. Most people view metaphysical elements as a way to seek fun and psychological relief, rather than genuine spiritual solace.

PS: The translation is done by AI.