Consumerism has undeniably emerged as a prominent aspect of contemporary Chinese society, permeating various facets of modern life. The proliferation and immense popularity of social media video channels such as Douyin, Billibilli, and WeChat have played a pivotal role in reinforcing and amplifying this consumerist trend in recent years. This phenomenon has been ideologically labeled as “consumerism as economic individualism,” signifying the intertwining of consumerism with notions of personal economic pursuits and individual aspirations.

Chinese citizens have noticeably embraced the role of self-managing consumers, adopting consumer values as a defining characteristic of China's modern culture. The pursuit of material goods, lifestyle upgrades, and the constant pursuit of the latest trends have become deeply ingrained in the mindset of Chinese consumers. This conspicuous manifestation of consumerism has not only transformed the economic landscape but has also brought about profound social and cultural changes. Within this context, it becomes imperative to explore the relationship between consumerism and nationalism in China.

This chapter focuses on the examination of nationalistic behaviors exhibited by Chinese citizens, shedding light on how consumerism intertwines with and shapes nationalist sentiments. By delving into the intricacies of the younger consumer base and scrutinizing their evolving consumer preferences, this chapter seeks to answer the compelling question: How is nationalism embedded in consumerism in China? Understanding the complex dynamics between consumerism and nationalism is crucial for comprehending the broader sociocultural and economic landscape in China. By unraveling the interplay between these two powerful forces, we can gain valuable insights into the multifaceted nature of Chinese society and its ever-evolving relationship with consumerism, ultimately shedding light on the intricate tapestry of modern Chinese culture. Consumerism in China (from Big Three to Luxury)

Consumerism, as a phenomenon, extends far beyond the borders of any single country. Nevertheless, it is in China that the scale and rapidity of its development have made it a remarkable case study for exploring the history and dynamics of this universal trend (Gerth, 2015). The embrace of consumerist values has sparked passionate debates, with proponents highlighting its ability to empower individuals by providing a means of self-expression through consumption—an attribute scholars often refer to as “agency.” On the other hand, critics of consumerism argue that it fosters a narcissistic culture, placing excessive emphasis on material possessions and superficial desires.