China’s Spiritual Economy Is Booming as Gen Z Turns to Tarot

Anxious about their prospects, younger Chinese are seeking a glimpse of the future through astrology and other forms of fortune-telling.

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Episode Transcript

Speaker 1 (00:00):
China's spiritual economy is booming as gen Z turns to
Taro by minmn Low with assistance from Nikita Koirala read
by Mark Lee. At a dimly lit bar in Beijing,
the rattle of wooden sticks used for fortune telling blends
with the clink of cocktail glasses. Patrons here aren't just

(00:21):
ordering drinks, They're seeking a glimpse into the future. These
hybrid venues where mixology meets mysticism are cropping up across
Chinese cities, offering drinks alongside tarot readings and other means
of divining the future. It's part of a broader boom
in what analysts are calling China schwan Schur or metaphysical economy,

(00:44):
an expanding sector that includes astrology, taro, and crystal healing.
Long held traditions some might say superstitions are becoming increasingly
popular among the younger generation in China, as post pandemic
anxiety and concerns about the econ enemy drive people to
seek out emotional solace and certainty. It's also being fueled

(01:05):
by technology and social media. On Shao Hongshu, one of
China's most influential social networking and e commerce platforms, hashtags
related to Schwanshu are racking up billions of views. There's
the general environment, the post pandemic, uncertainty, and a lot
of economic pressure people are going through, so they are

(01:26):
looking for reassurance and more confidence in the future, said
Lisa Jung of Dashway Consulting, which estimates the sector is
worth nineteen billion dollars and growing about ten percent annually,
even as broader consumer sentiment remains fragile amid an economic slowdown.
China's relationship with spirituality is complex. While the government officially

(01:48):
promotes atheism and maintains strict control over organized religion, spiritual
practices remain an integral part of daily life for many. Buddhism, Taoism,
and folk beliefs, often blending philosophy, ritual and superstition, continue
to shape cultural norms and personal habits, from lighting in
scents for ancestors to consulting fung shue masters before selecting

(02:11):
an office space or choosing an auspicious name for a baby.
These customs aren't always seen as religious, but reflect a
cultural reliance on the unseen to bring balance, luck, and protection.
Among the businesses benefiting from the boom, is Chi Le
bar in Beijing. Stepping into the premises feels like entering
a sacred space. A pair of towering paintings of Taoist

(02:34):
deities guard the entrance. Inside. Neat columns of red lanterns
hang overhead. Soft yellow lighting bathes the space in a warm,
ambient glow. In front of the bar counter, a small
table holds a cup of divination sticks. Patrons are welcome
to draw one and ask owner Jahuei Gong to interpret

(02:55):
its meaning. Open up the drink's menu and you can
pick a cocktail named after Chinese says associated with luck, prosperity, love,
or spiritual renewal. Some patrons have written prayers on yellow
paper talismans and pasted them on a wall. Up a
flight of stairs behind a curtain, Gong has set up
a private altar a quiet corner above the hum of

(03:17):
the bar. A Shuanshu bar is not what people imagine,
the sort of place where you beat or chase away demons,
Gong said, it is the metaphysics of the heart. I
hope when you come here you can leave your unhappiness outside.
At least a dozen such bars are operating in Beijing alone,
and similar establishments have sprung up in cities including Shanghai, Shenjen, Shecheng,

(03:41):
dou jang, Jo, Wuhan, and Shinjang. A surge on popular
rating app da Jongdiangping shows strolling through Beijing's narrow alleyways
known as hutongs. The metaphysical economy is hard to miss.
Nestled among cafes and eateries are taro salons, gemstone boutiques
and fortune telling parlors. Peering into a shop selling oracle cards,

(04:05):
bracelets and potion bottles, A young woman who didn't give
her name said she started buying crystals after she graduated
because she felt confused about life and was mentally exhausted.
When you can't find help from the outside world, you
turn to this, she said. Dashing Han, founder of II
Shing Taro and Astrology Shop, said social media influencers on

(04:28):
platforms such as Shao Hongshu had provided a channel for
self exploration and increased demand for her services. Tech firms
are tapping in too. Cci, an astrology app backed by
Tents and Holdings Ltd, had two point five seven million
monthly active users as of May, a thirty six percent
increase year on year. According to Moonfox Data, people have

(04:51):
also been flocking to Chinese startup Deepseek's AI model for
free horoscope and birth chart advice. But such digital services
have drawn scrutiny from Zina's Internet regulator, which is cracking
down on the spread of superstitious content and services such
as fortune telling online. For the Chinese government, anything related
to superstition or unproven medical claims is highly sensitive, said

(05:14):
Jung of Dashway Consulting. Companies need to be cautious with
how they market these services, especially in digital spaces. Still,
consumer brands are finding ways that tap into the spiritual zeitgeist.
Beauty company pro Ya Cosmetics Co. Has launched a co
branded skincare line with a temple in hang Joe, blurring
the line between ritual and retail. Haiti, a Shnjen based

(05:38):
tea house chain, introduced a Hey Buddha beverage series in
partnership with a ceramics museum, featuring religious imagery on its
cup packaging. It later pulled the products after criticism from authorities.
As young consumers search for stability in an increasingly uncertain world,
the metaphysical economy is no longer confined at incense filled temples.

(06:00):
It's quietly making its way into shopping malls, apps and bars.
Where once there was only a cocktail menu, now there's
one for fortunes too,