'Feel-good' products gain popularity at 9th CIIE

Plush pendant accessories are pictured at the exhibition area of Consumer Goods during the ninth China International Import Expo (CIIE) in east China's Shanghai, Nov. 9, 2026. (Photo: Xinhua)

At the ninth CIIE, booths featuring creative toys, trendy collectibles, and IP-themed merchandise were packed with visitors. As consumer demand shifts toward more personalized and experience-driven choices, "emotional consumption" has become a new growth area in the consumer market. At the expo, these "feel-good" products that people buy simply to lift their mood are proving especially popular.

A visitor takes photos at the booth of LEGO at the exhibition area of Consumer Goods during the ninth China International Import Expo (CIIE) in east China's Shanghai, Nov. 9, 2026. (Photo: Xinhua)

Visitors shop for gifts at the booth of a Dutch cultural and creative brand at the exhibition area of Consumer Goods during the ninth China International Import Expo (CIIE) in east China's Shanghai, Nov. 9, 2026. (Photo: Xinhua)

A visitor selects plush toys at the exhibition area of Consumer Goods during the ninth China International Import Expo (CIIE) in east China's Shanghai, Nov. 9, 2026. (Photo: Xinhua)

Visitors walk past the booth of LEGO at the exhibition area of Consumer Goods during the ninth China International Import Expo (CIIE) in east China's Shanghai, Nov. 9, 2026. (Photo: Xinhua)