Facing the slowdown in consumption growth and uncertainty in job and income expectations, the “living a simple life” trend has recently gained popularity in mainland China, becoming a trending term on the internet.
The concept of “living a simple life” refers to no longer pursuing materialistic comparisons and external validation, it is not about being idle (“lying flat”), but gradually giving up the competition of “having to live better than others”, shifting the focus from external evaluations and materialistic comparisons back to the most basic daily activities such as eating, sleeping, working, saving money, and spending time with family.
In August of this year, the idea of “everyone entering the era of living a simple life” spread widely on social media platforms like Weibo, with netizens sharing their simple daily routines. The related posts evolved from “no longer internal conflict” to reducing consumption, reducing social interactions, and less pursuit of external validation, garnering a lot of support from internet users. Middle-class individuals from Beijing, Shanghai, Guangzhou, post-2000s Shanghai drifters, and investors from the 1980s have all joined this discussion.
This trend is also reflected in the physical consumption during the extended National Day holiday this year. In September, many local governments in China further incentivized car purchases, while car dealers simultaneously launched limited-time promotions. However, according to the Securities Times on October 7, with the boost from car purchase subsidies and limited-time promotions by car dealers, there has been a noticeable increase in consumers visiting car dealerships during the National Day holiday.
However, looking at cars does not necessarily mean buying them. Sales personnel noted that most customers were attracted by the subsidies. At present, consumers are generally more rational, visiting multiple dealerships to compare prices and check subsidy eligibility criteria.
In recent years, long holidays have often been accompanied by intense social showcasing— from checking in at popular tourist spots, expensive dining gatherings, to purchasing luxury goods to display status, much of the consumption was aimed at conveying a certain social label to the outside world.
Now, people are inclined to reject brand mark-ups and social labels, shifting their consumption from “performing for others” to “living a peaceful life for themselves”.
Some internet users mentioned that, faced with the risks of unemployment and income fluctuations, safeguarding savings in the bank, reducing personal financial leverage, and avoiding excessive consumption are the safety bottom line for most families.
In the discussions on social media, there are several distinct characteristics of those who choose to “live a simple life”.
Firstly, there is a decrease in material desires: prioritizing money and energy for daily meals, cooking at home instead of ordering takeout; no longer paying for brand mark-ups and face-saving expenditures, shifting the focus of consumption from showmanship to safety and practicality.
Secondly, their social circles have become smaller: voluntarily withdrawing from ineffective gatherings and forced social interactions, and allocating time for family and self-care.
Thirdly, they have shifted from seeking external validation to finding inner peace: no longer expecting external approval, no longer curating a “polished social circle”, but living life for themselves— going to the market, basking in the sun, waking up naturally, and cooking a simple meal with earnestness.
Internet users summarized that those living a simple life are “embracing their fate without giving up”. They do not compete with themselves, avoid internal conflicts, comparing salaries, and are no longer fixated on achieving grand outcomes scripted by others. Their consumption is more conscious; they unsubscribe from unnecessary memberships, avoid trendy places for social media check-ins; they proactively reduce social interactions, skip pointless gatherings, and prioritize spending time with family and self.