Since "emotional value" was officially integrated into Hubei's 2026 government work report, spending on happiness, personal interests, and mental well-being has emerged as the province's newest economic engine.

The most visible driver of this trend is Wuhan's "cherry blossom economy".

In late March, approximately 30,000 runners from 69 countries descended on the provincial capital for the Wuhan Marathon.

The course, designed to showcase city landmarks like the Yellow Crane Tower and the Yangtze River Bridge, took participants past 3,500 cherry trees, culminating in a final 760-meter stretch carpeted in blossoms.

"The scenery kept me energized mile after mile," said Fang Bo, a Beijing resident who won the men's half-marathon.

That energy has translated into a massive windfall for local businesses. Roughly 55 percent of major catering firms in the city launched themed menus, featuring everything from cherry-blossom-infused noodles to specialty rice wine.

According to Wuhan Customs, the floral season triggered a 110.99 percent year-on-year surge in inbound foreign visitors from countries such as South Korea, Malaysia, Singapore and the United States.

During the Qingming Festival holiday from April 4-6, the number of searches for "Wuhan cherry blossoms" on the Tongcheng Travel platform nearly quadrupled month-on-month.

However, the "emotional economy" isn't just about big events; it's also found in small, relatable comforts. A viral plush toy named Suan Niao (literally meaning "forget it") has become a local sensation. Created by Li Mangguo after being inspired by a sprouted garlic bulb, the toy is paired with a Wuhan dialect slogan: "Forget it, life isn't easy for any of us."

The relatable sentiment resonated so deeply online that over 200,000 units have been sold to date.

This shift toward "self-pleasing consumption" is particularly evident among Gen Z.

At a popular sports center on Jianghan Road, young people pack the facility daily for activities ranging from bowling to indoor horse racing.

"These activities meet a specific need for self-indulgence and social connection," center manager Gu Wei told Xinhua News Agency.

Hu Fen, a professor at the School of Tourism Management at Hubei University, said consumers are moving past the "practical utility" of goods.

"The core drivers are a rigid demand for stress relief and the desire for 'social currency,'" Hu said. "The younger generation prioritizes how a purchase makes them feel."

This trend is now being codified into law. As the fourth session of the 14th Hubei Provincial People's Congress opened in Wuhan, Li Dianxun, governor of Hubei, said the province will respond to new demands for practical, emotional and knowledge values in 2026.

Wang Shenghui, a deputy to the Hubei Provincial People's Congress, said including "emotional value" in the government work report underlines the focus on public spiritual needs and an innovative breakthrough in governance.

Wang, who is also deputy director of Suizhou Museum, said many fields in Hubei have explored emotional value consumption. "Suizhou Museum's immersive chime bells and dance show offers visitors a journey through ancient times, while the Yellow Crane Tower's night tour uses lighting and poetry to inspire visitors' cultural empathy," she added.

Ge Tiancai, chairman of Wuhan Mulan Flower Township Tourism Development, and who is also a deputy to the Hubei Provincial People's Congress, said the trend of chasing emotional value comes because "people's living standards have improved and the problem of food and clothing has been solved".

During this year's regional two sessions, emotional value, emotional economy and self-pleasing economy became buzzwords and were included in multiple government work reports, such as in Jiangxi and Guizhou provinces.

According to an insight report on China's emotional economy spending trends from 2025 to 2029, the market reached 2.31 trillion yuan ($330 billion) in 2024 and is expected to surpass 4.5 trillion yuan by 2029.

Jia Xiaoling, account director of consumer insights firm Worldpanel China, suggested local authorities could integrate local resources and cultural features to build distinctive consumption experiences to form genuine emotional bonds with the public.

Liu Xueru contributed to this story.

Contact the writers at chenmeiling@chinadaily.com.cn