Aweek before New Year’s Eve, 24-year-old Fang Yuxin scrolled through China’s largest online marketplace Taobao again, adding yet another item to her cart: a delicate, anime-themed gold bead. She already owned 11 gold luck beads, including a pendant based on Black Myth: Wukong and a tiny charm inspired by Japanese anime Chiikawa. But this one, she decided, would be her “year-end luck bead.”
“It’s like collecting a year of memories made of gold,” Fang told Beijing Review. “Every piece represents something I love: a game, a character, a moment. And now, as the year ends, it feels right to add the last one, as it will carry my hopes into 2026.”
Fang is among the millions of young Chinese regularly making emotion-charged purchases, a trend clearly reflected in Taobao’s freshly…
