Bag charms mirror new consumption trends in China

Tourists buy cultural and creative products at a scenic spot in Changsha, central China's Hunan province, July 25, 2025. (Photo/Lin Daohui)

Since the start of the year, bag buddies and charm accessories have experienced a surge in popularity in China. On city streets, it is common to see young people carrying bags decorated with plush toys, pins, or tiny trinkets.

These small accessories, known in Chinese as baogua, are more than mere decoration. Whether inspired by classic figures such as Ne Zha or designed with whimsical originality, they serve as "portable emotions," expressing personal tastes and moods while swaying gently with every step. Delicate yet distinctive, their appeal has rapidly captured the imagination of young consumers, offering a window into shifting patterns of consumption.

The popularity of bag charms highlights a broader shift from prioritizing function to seeking emotional resonance. According to surveys, 64 percent of consumers now prioritize spiritual and emotional satisfaction in their spending decisions, with young people being especially motivated by the pursuit of personal joy. Emotional value has become a decisive factor in their spending decisions.

Bag charms embody this trend. Some are modeled on beloved film and anime characters, allowing fans to keep cherished memories close at hand; others draw inspiration from museum collections, turning millennia of culture into tangible keepsakes. Each charm conveys its own narrative of passion, memory, or aspiration, turning consumption from a simple commercial transaction into an act of emotional connection.

Social media has further fueled the craze. Online discussions about "bag charm styling" and "niche charm recommendations" frequently draw widespread attention, as users exchange photos, pairing ideas, and shopping tips, creating vibrant interest-based communities. Offline, a simple moment of recognition, where two strangers spot the same charm on each other's bags, can spark instant camaraderie.

Shoppers browse trendy toys at a night market in Lianyungang, east China's Jiangsu province, June 27, 2025. (Photo/Zhu Huanan)

For young consumers, these shared symbols enrich self-expression while opening new avenues for social interaction. Businesses have responded quickly, launching do-it-yourself workshops and limited-edition collaborations that enhance consumer participation and add a warmer, more participatory dimension to the market.

The rise of bag charms also illustrates supply-side changes, with production shifting from large-scale manufacturing to flexible customization. In the past, the bag and accessories industry was dominated by mass manufacturing, with minimum orders often in the tens of thousands, leaving little room to accommodate niche preferences. Today, digital workshops and smart manufacturing have reshaped the industry. Small-batch production, as few as 50 or 100 pieces, is now feasible, enabling creative ideas to reach the market far more quickly.

For example, following the box-office success of the animated film "Nobody," bag charms featuring its characters were quickly introduced, translating audience enthusiasm into consumer demand. This responsive supply chain ensures that even specialized interests can be recognized and satisfied.

Photo shows a wood toy component carving workshop at a cultural and creative product company in Suqian, east China's Jiangsu province. (Photo/Ding Huaming)

From collectible figurines to cultural creations, and now bag charms, toys and accessories are moving steadily from specialist communities into the mainstream, becoming an increasingly dynamic component of China's consumption landscape.

According to the Annual Report on China's Pop Toy and Animation&Comic Industries 2024, released by the Chinese Academy of Social Sciences and the China Animation Association, the production value of the Chinese trendy toy market is projected to reach 110.1 billion yuan ($15.44 billion) by 2026, with an annual growth rate of more than 20 percent.

This thriving sector not only reflects the robust vitality of new consumer demand but also underscores the agility of supply-side innovation in meeting the expectations of younger generations. Looking ahead, as demand continues to expand and supply grows more adaptive, more products like bag charms - creative, personal, and full of emotional warmth - are likely to enter the market, injecting fresh vitality into China's evolving consumer economy.