---
title: "Young People Support the \"Living Alone Economy\" with Seven New Tracks"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/229857118.md"
description: "With the increase in the number of single-person households, the solo economy is becoming an important new consumption track. It is expected that by 2030, the number of single-person households in China will reach 150 million to 200 million, with a significant increase in young people aged 20-39 living alone. The unique needs of solo youth in areas such as dining, housing, and entertainment have given rise to new business models, such as restaurants designed specifically for single diners. \"Eating alone\" has become a hot topic, with related content receiving significant attention and discussion on social media platforms"
datetime: "2025-02-27T05:21:00.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/229857118.md)
  - [en](https://longbridge.com/en/news/229857118.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/229857118.md)
generator: "portal-rs"
---

# Young People Support the "Living Alone Economy" with Seven New Tracks

With the continuous improvement of productivity levels, significant enhancement of urbanization quality, and ongoing improvement of living environments, people's lifestyles and values have undergone tremendous changes.

According to the "New Era of Living Alone Report" released by Beike Research Institute, by 2030, the number of people living alone in China is expected to reach 150 million to 200 million. Among them, the number of young people aged 20-39 living alone will increase from 18 million in 2010 to 40-70 million, a growth of about 1-2 times.

As more and more young people choose to live alone, their unique living habits and consumption needs have subtly influenced various segments such as housing, dining, entertainment, and socializing, thus giving rise to the "living alone economy," a highly potential new consumption track.

### **Solo Dining Restaurants - Cafeterias Suitable for One Person**

For the solo living group, "going out to eat alone" is often accompanied by awkwardness, with unattainable two-person meal deals and forced socializing during shared tables creating an invisible barrier. Currently, the increasing number of single individuals and their unique dining needs have finally led to the commercial value explosion of this "overlooked demand."

On Douyin, videos related to "solo dining" have been viewed over 2.9 billion times, while on Xiaohongshu, "solo dining" has attracted 1.7 billion views and over 4.4 million discussions. Undoubtedly, "solo dining" has become one of the key topics of concern for today's young people living alone. "Even if alone, one should eat well" is not only a lifestyle attitude for young people but has also given rise to a brand new consumer market.

"Solo dining," understood literally, means dining alone. Common "solo dining" products include single-serving self-heating rice, self-heating hot pots, or small bottled wines. However, beyond fast-moving consumer goods, "solo dining" has also led to the emergence of restaurants specifically designed for solo dining needs.

For example, Japan's "Ichiran Ramen" features a design where each seat is equipped with bamboo curtain partitions and an independent ordering system, even including a call button for "additional noodles without speaking." This dining experience, which provides a strong sense of boundary, has allowed it to open over 80 branches worldwide. Similar business models are spreading globally, innovating in menu design and service processes to further reduce the psychological burden of dining alone. For instance, Chengdu's Meat Room and Guangzhou's Xian Ramen are attempting to create a private dining space for consumers that is free from disturbances.

 Image source: Ichiran Ramen official Weibo

On food delivery platforms, "solo dining" presents a more diversified form. Some merchants specifically launch "single-serving meals" and "solo exclusive" customized packages, combining emotional copywriting and scenario-based recommendations, such as "midnight healing solo meal" and "weekend exclusive little happiness," further enhancing users' emotional resonance. This consumption upgrade from "eating enough" to "eating well" and then to "eating with emotion" is injecting new vitality into the "solo dining" economy Today, modern young people face pressures from various aspects of work and life. "Solo dining" restaurants can be seen as a brief escape from the hustle and bustle of the city. From this perspective, "solo dining" restaurants not only provide consumers with delicious food but also offer psychological relaxation, similar to emotional value, which is the core driving force behind the rapid development of the "solo dining" economy.

### **"Raising Kids" Culture - Emotional Value Empowering the Toy Industry**

In the traditional toy industry, when users cross the threshold of adulthood at 18 years old, the product lifecycle of toys also "comes to an abrupt end." However, the current doll economy is breaking through age constraints, as it coincides with a generation of young people reluctant to grow up.

According to survey data from the China Toy and Juvenile Products Association, those born after 2000 have become the main consumer force in the plush toy market, accounting for 43% of the market share, while those born in the 1990s are not far behind with a 36% share. This data clearly indicates that dolls are no longer exclusive to children; they are also an important medium for young people to express emotions and pursue a fun life.

As individuals increasingly need companionship and healing, and as young people begin to replace the impulse to have children and intimate relationships with the purchase of dolls, the "raising kids" culture gradually develops into a unique consumption phenomenon among single groups.

Taking Jellycat, which quickly became popular online with its "playing house" style packaging, as an example, the Dolphin Research Institute mentioned in its "Annual Review | Eight Key Words in the 2024 Consumer Market" that Jellycat officially entered the Chinese market in 2013 but only experienced explosive growth in recent years. In the fiscal year 2023, Jellycat's revenue was approximately RMB 1.85 billion, more than tripling compared to 2020. Behind this phenomenon is a strong demand for emotional value in the current consumer market.

The demand for emotional value has not only spawned "bestsellers" but also cultivated heavy users. For example, BJD (Ball-Jointed Dolls) attracts a large number of enthusiasts with its high degree of customization and artistry. Unlike Jellycat's "pay and take away" model, the production process of BJD is complex and time-consuming, with users typically needing to wait a month or even more than half a year to receive their orders, and some doll communities may face risks of delayed delivery. Additionally, since the production molds for BJD cannot be used for long periods, many popular styles become limited editions due to "closing warehouses," making the rush to purchase limited editions a norm in the doll community.

The reason it is called "raising kids" is that the enthusiasm of BJD enthusiasts extends beyond the dolls themselves to related areas such as clothing, accessories, scene design, and photography. For example, the price range for a set of BJD doll clothing varies greatly, from everyday styles costing dozens of yuan to high-end handmade custom pieces costing thousands. High-end custom clothing often requires a production cycle of one to two months, and this "slow work produces fine products" model not only enhances the scarcity of the products but also adds higher added value to them. Furthermore, services derived from BJD, such as makeup, photography, and clothing customization, are gradually becoming an important part of the "doll economy." Image source: "GEM Noble Doll" store display image

In fact, the rise of the "raising children" culture is not only a reflection of the solitary economy but also a typical representation of the consumer market's shift from material needs to emotional needs. As the scale of the solitary population continues to expand and consumption concepts are constantly iterated and updated, the "raising children" culture may drive the toy industry to new heights.

### **Adopting Animals and Plants — "Zero Interference" Cloud Raising of All Things**

In the past, the younger generation often joked, "If I can't even take care of myself, how can I raise a pet?" But now, young people are not only keen on raising pets but are also looking towards a broader field, with more and more people beginning to engage in the emerging lifestyle of adopting animals and plants.

Against the backdrop of increasingly cramped urban spaces, rising breeding costs, and the younger generation's growing pursuit of personalization and unique experiences, the limitations of the traditional pet market have become more pronounced. However, these challenges have not hindered young people's steps to connect with nature and establish emotional bonds with animals; rather, they have become a powerful driving force for extending the adoption model into broader areas.

The wild animal adoption model is a product of this contradiction. For example, in the Dalian Forest Zoo's "Love Adoption" project, individual users can adopt a black panther for 2,000 yuan or adopt a hippopotamus named "Manman" for 3,000 yuan. In addition to the love adoption certificate, free park visits, and in-depth feeding experiences, they can also receive two recent cloud reports about the adopted animal. This "zero interference" adoption model not only satisfies people's yearning for wildness and freedom but also avoids the physical limitations and ethical controversies of direct breeding.

As for the plant adoption market, a distinct price stratification is forming. Taking Shanghai as an example, the plants available for adoption include park trees, ancient trees, green spaces, and specialty plants, creating a multi-tiered pricing system. Adopting ordinary trees only costs dozens to hundreds of yuan, making it very affordable, while ancient trees with historical and cultural value can reach tens of thousands of yuan. For instance, a seven-leaf tree numbered 1616 available for adoption in Shanghai's Guyi Garden has an annual adoption fee of up to 20,000 yuan.

Image source: "Green Shanghai" mini-program screenshot

In addition to direct adoption, related peripheral products and services have also emerged, such as offering plant science courses or providing professional plant care tool kits. On one hand, this allows adopters to better understand the growth habits and care techniques of plants, further enhancing their sense of responsibility and participation in adopting plants; on the other hand, it also realizes a diversified business model.

"Even if you place many flower pots on your balcony, you can't let a puppy run wild or attract wild birds to sing, but now you can go see your own estate..." Adopting animals and plants, as an emerging phenomenon, not only changes the lifestyle of young people but also reflects the emotional breakthroughs of urban dwellers in solitary living

### **Game Companion - "Emotional Compensation" in the World of Spending**

With the booming development of the gaming industry, the demand for game companion services, especially among single individuals living alone, has gradually increased. Whether to enhance the gaming experience or to alleviate feelings of loneliness, companion services have become an important part of their entertainment lives, even giving rise to the profession of professional companions. Professional companions not only play games with clients but also provide technical guidance, meeting the dual needs for entertainment and social interaction among the solitary population.

As a profession that has emerged alongside the growth of the gaming industry, the market scale of game companions is showing explosive growth. According to the "Analysis of the Competitive Landscape and Investment Potential of China's Game Companion Industry" report released by Zhiyan Consulting, the market size of China's game companion industry reached 23.928 billion yuan in Q1 2024. Even more strikingly, Zhiyan Consulting predicts that the market growth rate of China's game companion industry will remain between 32% and 36% from 2024 to 2030, with the market size expected to exceed 55.3684 billion yuan by 2030.

To stand out in a fiercely competitive market, professional companions must not only be proficient in various popular games but also possess excellent communication skills and provide ample emotional value. They must also flexibly adjust their strategies based on the gaming style and needs of the players, offering personalized companion services.

For example, when facing players of "Honor of Kings" who seek competitive experiences, "technical companions" will focus on "ranking up" as the core goal. Service packages are divided into "MVP Package (helping players achieve MVP)," "Win Package (helping players win games)," and "Star Package (helping players reach a certain star level)," with pricing standards determined by specific game levels. Conversely, for players who prioritize entertainment and social interaction, the most important goal is not winning or losing but providing sufficient emotional value during the gaming process.

-   Price list for companions on e-commerce platforms

It should be noted that due to rapid development and a lack of unified qualification certification and regulatory mechanisms, some companion businesses exhibit false advertising and varying service quality. For instance, if a companion's gaming skills do not meet standards, it can affect the overall companion experience, or they may induce users to spend extra during the companionship. Additionally, the pricing system for companion services is quite chaotic, with significant price differences between different platforms and companions, lacking a unified standard, which often makes consumers worry about "stepping on a landmine" when choosing.

As an emerging sector, game companionship needs to quickly find a balance between commercial interests and user experience industry standards, thereby building a sustainable industrial ecosystem. Moreover, game companionship has also inspired the consumer market: when "ranking up" and "companionship" become clearly priced commodities, the service consumption sector is undoubtedly undergoing an innovative revolution

### **Companion Slow Live Streaming - A Slow Motion in a Fast-Paced Era**

As the most prominent form of content dissemination today, online live streaming has gradually evolved from an emerging medium into a popular content consumption method. According to the 55th "Statistical Report on China's Internet Development" released by the China Internet Network Information Center (CNNIC) in Beijing, by December 2024, the number of online live streaming users in China reached 833 million, an increase of 17.37 million from December 2023, accounting for 75.2% of the overall internet users.

With the continuous growth of the user base, the content forms of live streaming have shifted from early singularity to diversification, permeating into daily life beyond mere entertainment. Whether it is e-commerce live streaming, gaming live streaming, or lifestyle sharing and knowledge dissemination, live streaming is reshaping people's entertainment methods and social habits. Meanwhile, terms like "Net Depression" and "Electronic Pickled Vegetables" have become social buzzwords, as users watch live streams to obtain information, pass the time, and develop skills, enriching the value support of online live streaming.

Against this backdrop, "Companion Slow Live Streaming" has successfully attracted the attention of a segment of the solitary population, gradually rising in popularity. "Companion Slow Live Streaming" does not feature exaggerated sales performances or loud shouting; it only has the rhythmic sound of a keyboard under a desk lamp and occasional bullet screen interactions. This quiet and peaceful form of live streaming is becoming a "digital companion" for contemporary young people living alone.

 Image source: "Slow Live Streaming" on Xiaohongshu

The business logic of companion slow live streaming is entirely different from traditional live streaming. It abandons the "traffic is king" rule and instead focuses on cultivating users' emotional dependence. This type of live streaming usually proceeds at a soothing and calm pace, without intense competitions or complex storylines. The host may simply read, draw, craft, write, or share their daily life, but this seemingly mundane content often attracts a large number of loyal viewers.

From a psychological perspective, the audience's "gaze" at others' private daily lives satisfies their curiosity. At the same time, in the fast-paced modern life, the live streaming room becomes a virtual companionship space, forming a relationship of "mutual alleviation of loneliness" among viewers. Additionally, the content of slow live streaming acts like white noise, providing a form of mental healing amidst their busy work lives. Therefore, although the traffic and exposure of companion slow live streaming may not match traditional live streaming, it is building a unique business model with a stable user ecosystem and high stickiness, becoming an undeniable force in the live streaming industry.

As digital technology fills the spiritual void of modern individuals, companion slow live streaming has transcended commercial boundaries, becoming a "buffer" for regulating social emotions. This deep intertwining of algorithms and emotions not only allows companion slow live streaming to carve out a new digital economic blue ocean in the fiercely competitive live streaming market but also marks a significant shift in the value measurement standards of the live streaming industry—traffic is no longer the only currency; emotional resonance is the true hard currency

### **Single Fitness Pods - Breaking the Social "Spell" of Fitness**

In recent years, as the concept of a healthy lifestyle has gained popularity, the fitness industry has experienced a consumption boom. However, traditional gyms are often filled with social pressure, whether it's being sold courses or being approached by strangers, which makes many people uncomfortable. Single fitness pods provide a completely private space, one person per room, fully equipped, open 24 hours, allowing users to exercise freely according to their own schedule without worrying about being watched or disturbed, precisely hitting the pain points of socially anxious individuals.

Traditional gyms usually market themselves based on their "social attributes," emphasizing group classes, coach interactions, and member communities. However, for many fitness enthusiasts, especially those with social anxiety, such an environment can become a burden. The core of single fitness pods lies in "solitude" and "freedom." Users can book time slots through a mobile app and, once inside the independent room, can exercise entirely at their own pace without worrying about others' gazes or interruptions.

The rooms are equipped with basic fitness equipment, such as treadmills, dumbbells, and yoga mats. Some high-end locations even offer real personal trainers and AI trainers, forming a 2V1 dual-teacher class model. Artificial intelligence can point out mistakes in movements at any time, and personal training sessions can be purchased on a per-visit basis, eliminating concerns about waste. Before visiting, trainers also provide body measurement tests to create more targeted training plans, avoiding blind training and greatly improving efficiency and effectiveness.

Moreover, the business model of single fitness pods is also fundamentally different from traditional gyms. Traditional gyms rely on membership cards and personal training course revenues, achieving profitability through high customer prices and low usage rates. In contrast, single fitness pods adopt a "pay-per-use" or "time slot rental" model, allowing users to pay only for the actual time used, lowering the consumption threshold.

Of course, single fitness pods also face some challenges during their development.

For example, how to continuously update and optimize fitness equipment within limited space to meet the growing demands of members; how to further enhance service quality and create a more personalized and differentiated service experience, etc. But overall, the emergence of single fitness pods reflects the diversification and personalization trends in the consumer market, prompting more people to think deeply about the state of modern social life.

### **AI Companionship - Technology Leading "Emotional Inclusivity"**

In the current wave of digitalization sweeping the globe, large language models are continuously evolving, and AI is gradually becoming a new carrier for the emotional needs of single individuals. From early electronic pets to today's AI psychologists, virtual partners, AI plush toys, and AI robots, beneath the rational facade of technology, AI emotional companionship has become a new choice for single individuals to fill emotional voids.

The integration of AI technology with the single economy and loneliness economy has greatly expanded market boundaries.

On one hand, professional psychological counseling services are expensive and often require appointments and face-to-face interactions, resulting in a high consumption threshold. AI psychologists, leveraging large language models, can provide 24-hour online psychological counseling services at affordable prices without waiting, reducing the cost of emotional companionship services, making mental health services accessible to more people, allowing more individuals to afford them, and achieving "emotional inclusivity." On the other hand, the highly customizable nature of AI technology meets the diverse needs of different users. Taking virtual partners as an example, these AI products can not only simulate real emotional interactions through text and voice conversations but also provide personalized customization based on users' preferences and personality traits. Users can share snippets of their lives with virtual partners and even receive emotional advice and support.

In recent years, AI plush toys and AI robots have gradually become new favorites in the emotional companionship market. AI plush toys combine the warm tactile feel of traditional toys with intelligent technology, enabling interaction with users through voice interaction and emotional recognition. These products, which blend physical touch and emotional interaction, are not only suitable for children but are also popular among single adults.

However, the rise of AI emotional companionship services has also sparked some controversies. First, can AI truly understand human emotions? Although large language models excel at simulating conversations, they ultimately lack genuine emotional experiences and cannot empathize like humans.

Secondly, will excessive reliance on AI emotional companionship lead to further alienation in interpersonal relationships? If people become accustomed to communicating with AI, it may reduce real-life interactions and lead to social disconnection. These issues are not only technical challenges but also social concerns.

From a macro perspective, the rise of AI emotional companionship services reflects the complex relationship between technology and humanity. The essence of technology is rational, yet it can be used to meet human emotional needs. This contradiction precisely embodies the core characteristics of the solo economy— in a highly digitalized society, people crave independence while needing connection; they pursue freedom yet fear loneliness. AI emotional companionship services have found their place within this contradiction, using the power of technology to fill emotional voids.

Overall, the rapid iteration of AI large model technology is reshaping the way humans communicate emotionally and bringing new opportunities to the solo economy and loneliness economy. However, technological advancement cannot fully replace the complexity of human emotions; finding a balance between technology and humanity will be a topic that requires continuous exploration in the future.

### **Summary**

From single-person dining restaurants to AI emotional companionship, from parenting culture to solo fitness pods, these emerging business models reflect the complex needs of contemporary young people for independence, freedom, and emotional connection. Today, the solo economy, which young people have enthusiastically embraced, is thriving, opening up new avenues for the industry and providing society with an opportunity to re-examine emotional needs. In the future, the solo economy may no longer just be a commercial form that meets emotional needs but could become an important force driving the reconstruction of social emotional values.

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> **Disclaimer: This article is for reference only and does not constitute any investment advice.**