Spring Festival 2.0: How Gen-Z Is Rewriting the Rules of China’s Biggest Holiday

China’s Spring Festival is getting a Gen-Z glow-up.

Red envelopes? Digital. New Year feasts? Delivered. Family? Yeah, they’re still there—but so are “cyber relatives,” the friends, online communities, and interest groups popping up in group chats, filling the role of extended family for a generation that’s redefining what it means to celebrate.

For China’s Gen-Z, the Spring Festival is still the year’s most important holiday. But how they celebrate it? That’s changing. It’s more online, more personalized, and dripping with the influence of social media, niche traditions, and a digital-first mindset.

Two recent reports—one from the social app Soul and another from e-commerce giant Taobao—paint a vivid picture of how younger generations are reshaping the holiday.

Here’s the breakdown.

The Digital-First Spring Festival

Let’s get one thing straight: Gen-Z isn’t abandoning tradition. They’re just giving it a 21st-century upgrade.

According to Soul’s 2025 Gen-Z Spring Festival Attitude Report, over 60% of young respondents still consider the Spring Festival the most significant holiday of the year. But while the emotional core remains intact, the way they celebrate is shifting.

More than a third of Gen-Z users say they spend more time socializing online than in person during the holiday. Virtual red envelopes—often personalized with animations or private messages—have replaced the physical ones. Group chats buzz with animated stickers, memes, and New Year greetings.

And then there are the “cyber relatives.” These are the friends and online communities young people engage with daily in the cities where they work. During the Spring Festival, these digital connections step in as a modern-day extended family, offering support, banter, and a sense of belonging.

It’s not just about convenience. For many young Chinese, these digital interactions are a way to balance family expectations with personal freedom.

The Pressure Points

But let’s not sugarcoat it—family reunions still come with their fair share of stress.

The Soul report highlights intergenerational tensions, particularly for young women and those aged 18-29. Awkward questions about education, careers, and marriage are still a staple of family gatherings.

For those aged 25-29, the pressure to marry is especially intense, particularly in smaller cities where traditional family structures remain rigid.

And then there’s the financial strain. The Spring Festival is one of the costliest times of the year, with social obligations and family responsibilities piling up. Young people in smaller towns report feeling the greatest financial pressure, juggling expenses for gifts, travel, and festive gatherings.

It’s a lot. But Gen-Z is finding ways to cope.

The New Spring Festival Economy

Here’s where things get interesting.

Amid the financial strain, Gen-Z is spending differently—and in the process, reshaping the holiday itself.

Virtual red envelopes have become a staple, often personalized with animations or private messages. Shopping has turned into a more interactive experience, with young consumers increasingly turning to livestream sales and social commerce to purchase New Year goods.

According to the Soul survey, half of young consumers spend more during the holiday, with livestream shopping becoming a key part of the experience. Women are leading the trend, while men are more likely to splurge on gaming—investing in skins, virtual items, and character upgrades as part of their celebrations.

Even older generations are warming up to online shopping. Taobao’s data shows that while 18-24-year-olds have seen the fastest growth in New Year spending, elderly family members are increasingly embracing e-commerce, replacing crowded market trips with the ease of home delivery.

The Emotional Economy

What’s driving this shift? Emotional value.

Unlike older generations, who prioritized practicality, Gen-Z is reshaping the Spring Festival economy around aesthetics, personalization, and emotional resonance.

They’re not just buying things; they’re buying experiences. A beautifully packaged gift, a limited-edition item, or a virtual red envelope with a personalized message—these are the things that matter.

It’s a trend that’s not just changing how Gen-Z celebrates the Spring Festival but also setting the stage for a new kind of holiday economy.

What’s Next?

As Gen-Z continues to reshape the Spring Festival, one thing is clear: the holiday is still dominate in the culture. But how it’s celebrated will keep evolving.

For brands, this means tapping into the emotional economy, embracing digital-first strategies, and understanding the unique pressures and priorities of younger consumers.

For families, it means finding new ways to connect—whether that’s through virtual red envelopes, group chats, or shared livestream shopping sessions.

And for Gen-Z? It means creating a Spring Festival that’s true to who they are.

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