President-elect Donald Trump’s return to the White House and his announcement of new tariffs on China threaten to destabilize the Chinese economy. Meanwhile, the nation is experiencing its own crisis marked by an economic slowdown and a complicated labor market, particularly for young people.
In the summer, many expressed a desire to escape their circumstances by pretending to be birds. More recently, a new trend has gone viral online: surviving on a minimal monthly budget.
Eating for $70 a month. In the face of an uncertain economic outlook in China, The Washington Post recently reported that young people are embracing a radical money-saving challenge. It consists of feeding themselves on no more than $70 a month.
The movement, known as “proudly stingy,” is gaining traction on Chinese social media platforms like Xiaohongshu. Online, participants share photos of their meals, break down their costs, and seek to further minimize their monthly budgets.
From conspicuous consumption to strategic austerity. This money-saving phenomenon represents a cultural transformation. According to Nikkei, China’s younger generations are moving away from the lavish lifestyles once flaunted by the elites, who showcased luxury cars, expensive watches, and branded accessories.
In fact, companies like LVMH, the world leader in luxury goods, are experiencing declines in sales in China. In contrast, the nation’s middle class appears to be adopting a more austere lifestyle, prioritizing home cooking and savings strategies amid a pessimistic economic climate.
Stories of resilience. In late 2023, 28-year-old Xue Yang lost her job as a financial adviser in Shanghai due to a recession in the technology industry. Previously, she enjoyed a comfortable lifestyle that included frequent travel and regular shopping. After becoming unemployed, Xue had to start cooking at home, managing to reduce her food expenses by two-thirds. Now, with a budget of about $46 a month, she buys food online and takes advantage of bargains. She even plans to maintain her frugal lifestyle once she finds a new job, aiming to avoid living paycheck to paycheck.
Meanwhile, 32-year-old engineer Zhao Yongfang embraced the food-spending challenge while working temporarily in Beijing. She combined her diet with her goal of cutting expenses and finding inspiration in simple and inexpensive foods such as bread, milk, and vegetables. She discovered that she could spend around $2.75 a day by cooking soups, fried rice, and DIY hotpots. This approach not only proved sustainable but also allowed her to reflect on the efficiency of her diet and lifestyle.
Saving to buy a house. 30-year-old Helena Lui took on the challenge with the goal of saving for a house. A university professor in Henan province in Central China, she lives rent-free but wanted to cut her food costs, which had previously been around $100 a month. By focusing on simple meals like steamed buns and vegetables, Lui found satisfaction in a more modest lifestyle, learning to prioritize her true needs over impulsive consumption.
A cultural transformation? Some might say that this frugality movement highlights a transition in the values of Chinese millennials, who seem to prioritize simplifying their lives and saving for long-term goals. The stories of Xue, Zhao, and Lui reflect how the economic crisis has fostered greater self-reliance and creativity in resource management.
Perhaps this cultural shift could signal a lasting trend toward more conscious and sustainable consumption within a generation that, like many around the world, faces unprecedented economic challenges. Chinese youth are already showing a desire to break away from the patterns of previous generations.
Image | Michael Wu
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