What was once a niche trend – spending for personal joy and fulfillment – has become a force powering China's domestic demand.
Four female travelers pose for a group photo on the sandy shores of Dongshan Island in Zhangzhou, Fujian Province on September 21, 2024. (Photo: VCG)
Ahead of International Women's Day on March 8, data from Douyin Life Services revealed that female consumer spending on its platform surged over 60% year-on-year between March 1 and 5. Women are not only increasingly willing to "pay for themselves," but are also making culturally rich choices. Interest in traditional cultural experiences soared: group purchases for intangible cultural heritage workshops jumped 326%, museum-related bookings rose 312%, and hanfu styling experiences grew 224%. From hands-on crafts to museum explorations, women are emerging as key drivers of cultural consumption.
Two female teachers learn the traditional flower arrangement art in Suzhou, Jiangsu Province on March 6, 2026. (Photo: IC)
This trend extends beyond emotional gratification into daily life and long-term value. The same data shows fashion-related group purchases up 98%, jewelry buying increasing 189%, and gold purchases skyrocketing 652%. Women are increasingly drawn to items that combine emotional resonance with lasting worth – turning leisure consumption into a lifestyle that is both personally fulfilling and forward-looking.
A shopper browses jewelry at a gold store in Huai'an, Jiangsu on August 30, 2025. (Photo: IC)
The shift is also reshaping how women celebrate their special occasions. As spring arrives, "tasting the season" has become a trend: Fresh spring cuisine orders grew 183%, afternoon tea bookings rose 76% and group dining increased 66%. More women are choosing to gather over meals, embracing the rituals of the season through food and friendship.
Friends gather over a meal at a coffee house in Ordos, Inner Mongolia on May 1, 2025. (Photo: IC)
From cultural experiences to fashion choices, from fine dining to getaways, leisure consumption has woven itself into the daily lives of Chinese women – injecting fresh momentum into domestic demand.