China’s urbanites have embraced a new seasonal trend that combines relaxation, creativity, and a touch of nostalgia: jiǎn qiū (捡秋), or “picking up autumn.” This creative idea has quickly become popular on Chinese social media as a path to return to nature and enjoy the coming seasons. With increasing trends, this provides very impressive indicators of shifts in consumer behavior and lifestyle trends which pose great potential for the market research and branding aspects.
What is Jiǎn Qiū?
Traditionally, the term jiǎn qiū in the past meant farmers gathering stalks remaining during harvest time. Presently, it has been like a simple recreational activity when people of a society go out for the collection of leaves, fruits, and other natural elements that are found during autumn. This trend is especially popular among Gen Z and millennials, who share their experiences on platforms like Weibo and Xiaohongshu, where hashtags such as “Reverse Tourism: Picking Up Autumn” garnered millions of views.
A New Take on Nature-Based Activities
To the urban populations, jiǎn qiū gives a chance to leave the city and get in touch with nature. Some of the things that the participants do include collecting the leaves and the other items to make their crafts or arranging the collected articles more systematically and scientifically. Families are also using this time as a way to teach children about the environment, and in the process turn something as simple as going outside into a learning experience.
Also similar to the so-called “city walk”, which recently appeared in China, jiǎn qiū is the practice of leisure. Adult camps except for their severe lack of creativity, can be seen to excel in the fact that they promote a largely direct engagement with nature which is a big plus, especially when many these days are trying to get away from the screen.
Creativity Meets Nostalgia
One of the aspects that stimulate creativity is one of the primary motivations for playing jiǎn qiū. Some make beautiful constructions out of used fall leaves, and cups of coffee among other items while others engage themselves in cycles of collection and records. This blend of arts, science, and memories appeals to growth-conscious Chinese consumers who are very concerned with individuality and authenticity.
This is also showcased in the trend because alot of people consider this as the best method of capturing the memory of imperialism during the period of jiǎn qiū. These moments are shared on social media since similar platforms are designed to have users share their collections and be part of the discourses.
Boosting Local Tourism and Lifestyle Brands
Local tourism is also getting a fillip due to the emergence of jiǎn qiū. Parks; museums, and gardens among other facilities are aligning themselves with this trend by popularizing themselves as perfect venues for outings during the autumn. Nanjing has been among the many cities promoting the movement which seeks to have the people in the urban areas discover ‘Other Nature’. To lifestyle brands, this trend should be seen as the chance to sell sustainable products, artistic supplies, or even equipment for outdoor activities that include these practices.
What Jiǎn Qiū Says About Consumer Trends
From a market research perspective, jiǎn qiū reveals key insights into Chinese consumer behavior:
- Experience-Driven Consumption: It can be seen that consumers, especially the younger ones, are more inclined towards experience goods than search and transaction ones.
- Nature Connection: With Urbanization, the trend is shifting to activities that can represent nature to persons in the cities.
- Creativity and Self-Expression: It is interesting to note such trends as personalization and creativity, such as jiǎn qiū, are appealing to youth.
- Social Media Amplification: Xiaohongshu and similar platforms serve as all-important enablers of these processes that transform specific obsessions into global trends.
Leveraging Jiǎn Qiū for Marketing
Brands and businesses can tap into this trend by offering products and services that enhance the jiǎn qiū experience. Carefully Designed kits, reusable and recyclable packaging, and even outdoor campaign themes could be useful for this user base. Also, engaging influencers to work with the tourism boards and the cultural organizations to market the destinations and encourage visitor attendance to these natural regions.
Conclusion
Jiǎn qiū is more than just a fleeting seasonal trend; it reflects deeper shifts in how Chinese consumers interact with nature, creativity, and each other. For businesses, understanding these trends offers a pathway to align with consumer values and preferences, fostering deeper connections and driving engagement. As autumn comes and goes, jiǎn qiū serves as a vivid reminder of the power of shared experiences in shaping modern lifestyles.