A visitor chooses products at the China International Consumer Products Expo in Haikou, capital of South China's Hainan province, on April 15, 2024. [Photo/Xinhua]
In the misty hillside area outside Mianyang in Sichuan province, a young woman named Li Ziqi has done something revolutionary: she has made the quiet life of the area into a public conversation on values. Her videos, devoid of flashy dialogue and composed of sowing, harvesting and cooking, have turned humble chores into cultural capital.
By October 2025, she had more than 28 million subscribers on YouTube, with the Wired, a US reaction channel known for its expertise in some fields of study, calling her "the Chinese queen of cottage". Li's appeal, however, is not merely for aesthetic reasons. Her work has helped Chinese women reshape consumption, people's priorities and public imagination, turning them into a new economic force.
Let's call the phenomenon "she economy". This is not shorthand just for women as consumers, but for a broad re-arrangement of what consumption actually means and what markets supply. Once shopping patched material shortfalls, but it now often performs identity work, emotional repair and meaning-making. A tea ceremony, a yoga class, a curated trip are investments in people's well-being. Women are spending differently, because they seek different goods and different experience.
Li's is an emblematic story: a rural woman whose domestic craft draws urban people to reassess not only her work but also their real worth. In China, more women are testing themselves physically and economically. Across the country, women's participation in marathons and fitness events has surged, reflecting a growing appetite for testing the physical fitness and endurance, and seeking the right balance in life.
It is not only about sport; it is also about a cultural redefinition of capability and aspiration. Brands have noticed this change. Lululemon's revenue on the Chinese mainland jumped 41 percent year-on-year in 2024 and its store count increased to 151, making China its fastest-growing market. Sport signifies a language of autonomy and a growing market.
Travel reflects the same trend. The 2024 China women's travel trends report by Tongcheng Travel shows women account for more than 55 percent of bookings in lucrative categories such as outbound travel, customized tours and premium domestic trips. Why travel? Because travel today is about relaxation, broadening of the horizon and gaining knowledge. Travel is increasingly valued as investment in people's well-being rather than mere consumption. Passport stamps are now credentials of curiosity and cultural competence.
Cultural elements, too, are changing. The 2025 reality series Sisters Who Make Waves put women from diverse backgrounds on a national stage to sing, perform and compete. The show's wide reach sparked conversations on female talent, ambition and inner strength. With a staggering 624 million active female internet users, women now account for nearly 50 percent of China's "online population".
These cohorts shop, work and speak differently: digital natives pursue individuality and emotional value. Women in the 1980s juggled parenthood and careers. But the "silver generation" today — women in their 60s — treat livestream commerce as a wellness bazaar, embracing health management, social media videos and wearable tech to craft a youthful outlook.
The overall picture is striking. In 2024, China's female population reached 689 million — almost half the national total. As their economic power grows so does their influence on consumption, culture, and on the very definition of success. NielsenIQ projects that by 2030 women will account for 75 percent of global discretionary spending. If that proves true, Chinese women will leave an unmistakable imprint on both domestic and international markets.
It is not merely about opening more wallets. It is the new grammar of aspiration. Women today spend on products not only to "live deliberately" and enhance their social status in the eyes of others but also to cultivate self-hood through joining fitness classes, traveling, and engaging in creative expression.
Yet this transformation coexists with constraints. Structural inequalities — pay gaps, care burden, workplace glass ceilings — remain. The "she economy" is not a magic pill that will resolve these issues. What it can do is to shift leverage: by reorienting demand, women create new business models, new careers and new spaces of influence. Entrepreneurs, platforms and policymakers who understand this will design products and services that meet women's demands to boost their profits.
Social psychology is driving this shift. When a marathon finisher's medal and harvesting in a rural area tell the same story — one of earned competence — they dissolve the old binaries between work and care, public and private. Li Ziqi's chilly mornings in the field and a runner's breathless final stretch are both acts of determination and self-discipline. They are pieces of a larger narrative in which Chinese women seek both material and emotional satisfaction.
If American practical philosopher Henry Thoreau went to the woods "to live deliberately", as he described in his book Walden, many Chinese women today are walking into studios, onto stages, across borders and along running tracks to do something very similar: to choose what matters. The "she economy" is not a boutique trend; it is an emerging infrastructure of desire, supply and social meaning. It is society rewriting the terms of the good life, with women very much in the lead.
春节初一至初七逾130万人次访港 内地游客占近九成 中新网2月18日电 据香港《文汇报》报道，据香港特区政府入境处统计，今年年初一至年初七(2月10日至16日)共录得逾130万人次旅客访港，接近2019年春节的水平(140万人 傅园慧称在长白山包车被勒索 当地交通部门：正按流程处理 中新网北京2月17日电(记者 刘星晨)17日，游泳世界冠军傅园慧通过社交平台发布求助帖称，她在吉林长白山包车出行时遭遇勒索，询问网友是否需要报警。 图片 新华社济南2月22日电（记者陈国峰、张钟仁）连日来，山东多地迎来大风降温和雨雪天气。21日，受降雪影响，济南西站部分列车降速运行，出现晚点情况。售票大厅内，记者看到“晚点停运车次退票”窗口前排起长龙。国 新华社记者徐海波、王自宸、宋立崑连日来，湖北省交通运输厅视频调度室里时常灯火通明，各项除雪保畅决策和指令第一时间下发到各路段。20日起，湖北自西向东将出现一轮大范围雨雪冰冻天气，局部地区将出现大 日本两大航司近百名员工考试作弊 中新网2月23日电 综合日媒报道，日本两大航空公司全日空和日本航空近日均承认，旗下子公司共有近百员工在机场驾驶资格考试中作弊。 据朝日新闻、读卖新闻和日本放送协会等报道 春节档还是挣钱的好档期吗？ 中新网北京2月23日电(记者 张曦)2024春节档已进入尾声。 如果要用一个词来形容今年的表现，无疑是“魔幻”。 一边是80.16亿创纪录的票房成绩(2024年2月10日至17日)，一边是四部电 。本文链接：'She economy' a new momentum of good lifehttp://www.sushuapos.com/show-5-72606-0.html
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