By Emily Qiu
Do you hate loneliness? Well, I would say, it’s definitely bittersweet. A healthy dose of loneliness helps me organise my thoughts and rediscover who I am. It feels almost perfect in that moment right after the crowd disappears.
In China, loneliness has become deeply ingrained among younger generations. The same applies to Chinese people living in Australia, such as international students and new immigrant families who have left their social circles behind in China and now spend their time looking for ways to cope with loneliness.
One of the most prevalent social trends emerging from this shift is the Loneliness Economy. But for Australian local business owners with a Chinese audience, how can you stay ahead of the curve?
What is the Loneliness Economy?
Simply put, the loneliness economy is driven by tens of millions of people who use the thought “I’m feeling lonely, so I need this” as a reason to purchase what they love. The concept was first introduced by Japanese sociologist Miura Atsushi in 2023. And now you see China embracing this trend too.
This shift is not a short-lived fad. It is here to stay and continues to grow. According to Toutiao, a leading Chinese media platform under ByteDance, China’s loneliness economy is driven by over 300 million single adults (about 21% of the population) and is now worth 1.7 trillion AUD. It spans a wide range of consumption categories, reflecting the rise of a new consumer culture that is expected to persist for the long term.
As a trendsetting social media platform popular among young Chinese users, RED (Xiaohongshu, RedNote) has undoubtedly become the go-to marketing and communication tool for brands seeking to tap into this phenomenon.
What Types of Content on RED can Resonate Well in this Wave?
Tap into Niche Interest
In today’s rapidly expanding loneliness economy, content on RED that truly resonates with users’ needs must go beyond generic lifestyle posts. One effective approach is to start from users’ interests, such as cosplay, collectibles, or other niche hobbies. Content that taps into these passions not only attracts attention but also fosters a sense of identity and belonging, encouraging engagement and repeat interaction.
Incorporate solo living touchpoints
One key function of marketing is to create consumer needs (sounds notorious, but it’s true), and creating posts that showcase relatable, real-life living scenarios definitely helps. Whether it’s decorating a personal space, preparing meals, or getting ready for a solo trip, these activities can be combined with must-have reasons that derive from deep consumer insights. Thus, brands can build a deeper emotional connection with their Chinese audience while gaining potential leads in an effective way.
Add sensory appeal to your content
Content that emphasises soft, tactile, and comforting experiences addresses the anxiety and stress many users face during loneliness. Brands can leverage mind-soothing colour palettes, meaningful graphic designs, or well-crafted storytelling rooted in Chinese culture, arousing a sense of security to alleviate emotional vulnerability during fragile moments. These provide both aesthetic satisfaction and emotional reassurance, leading to an increased inclination towards your brand.
Create social value and recognition
If we say the previous tips are just sidekicks, this one is the hero tip. You definitely have heard that the best way to confront something you fear is to acknowledge it and face it. At its core, loneliness often stems from an unsettled sense of disconnection and a lack of social value or belonging, especially in unfamiliar environments.
That’s why brands can take a step further by uncovering the social value behind their products or services. Through authentic and engaging storytelling, brands can show how their offerings help users regain confidence, earn social recognition, and rebuild a stronger sense of self-worth.
Similarly, content that focuses on self-improvement and personal growth can strike a deep chord. When brands highlight the wellness, emotional, or physical benefits of their products, they present them as tools for independence, skill, and personal fulfilment. This perfectly aligns with users’ desire to invest in themselves and their futures.
Your Roadmap to Winning Australian Chinese Marketing doesn’t have to be Lonely
Authenticity always wins. It can be challenging for Australian local brands to engage audiences who speak a different language, live distinct lifestyles, and carry unique cultural memories.
But you are not alone. CHIN is here to help.
If you need assistance, please don’t hesitate to reach out to our team for professional marketing support (full of deep cultural insights!). You can email us at info@chincommunications.com.au or call us at 1300 792 446.
