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MoonFox Analysis | As the Year End Approaches, Can the Mysticism Economy of “Selling Solace” Drive the First Major Success in New Year’s Marketing?

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About us: Aurora Mobile (NASDAQ: JG) established in 2011, is a leading customer engagement and marketing technology service provider in China. Its business includes notification services, marketing growth, development tools, and data products. As its sub-brand, MoonFox Data is a leading expert in data insights and analysis services across all scenarios, aiming to help companies gain market insights and empower precise decision-making.

SHENZHEN, China, Dec. 26, 2024 /PRNewswire/ — “Seeking guidance from mysticism when in doubt” has become a daily routine for the younger generation. Amid growing social pressure, contemporary youth appear to embrace mysticism as a crucial outlet for emotional release and stress relief. According to official data, the number of university graduates in China is entering an expansion phase, with the total expected to reach 11.79 million in 2024 and 12.22 million in 2025. However, alongside this increase, the unemployment rate for those aged 16-24 remains significantly higher than for other age groups. This generation, overwhelmed by pressure, embodies anxiety itself. The commercialization of anxiety has undoubtedly intensified their struggles. What they need now is the power of solace.

National University Graduate Numbers

Year 

Number of Graduates (Unit: 10,000) 

2015

749

2016

765

2017

795

2018

820

2019

834

2020

874

2021

909

2022

1076

2023

1158

2024

1179

Unemployment Rate for Urban Labor Force by Age Group (Excluding Students)

Year/Month

16-24 Years

25-29 Years

30-59 Years

January 2024

14.6 %

6.2 %

4.1 %

February 2024

15.3 %

6.4 %

4.2 %

March 2024

15.3 %

7.2 %

4.1 %

April 2024

14.7 %

7.1 %

4.0 %

May 2024

14.2 %

6.6 %

4.0 %

June 2024

13.2 %

6.4 %

4.0 %

July 2024

17.1 %

6.5 %

3.9 %

August 2024

18.8 %

6.9 %

3.9 %

September 2024

17.6 %

6.7 %

3.9 %

October 2024

17.1 %

6.8 %

3.8 %

Data Source: Ministry of Education, National Bureau of Statistics

I. The Trend of Mysticism Becoming More Popular among the Younger Generation Is Evident, with Young People Turning To Mysticism for Solace 

Faced with anxiety and uncertainty, contemporary young people seek to bridge the gap between reality and expectations through mysticism. According to data from MoonFox iMarketing, the group installing astrology and divination-related apps primarily consists of young individuals, with women making up 68.8% and 57.3% of users being 25 years old or younger. This demographic aligns closely with the high-pressure workforce, indicating a significant interest in mysticism content.

Portrait of Users Interested in Astrology and Divination Apps on the Mobile Internet

Gender Distribution

Gender 

Proportion 

Female

68.8 %

Male

31.2 %

 

Age Distribution

Age 

Proportion 

≤ 25 

57.3 %

26 – 35 

22.7 %

36 – 45 

12.0 %

Aged 46 and above 

8.0 %

Data Source: MoonFox iMarketing, Data Cycle: October 2024

Comparing the current growth trends of popular astrology and divination apps, the “Cece” app recorded 2.49 million Monthly Active Users (MAU) in October 2024, reflecting a year-on-year growth of 57.3% and indicating a strong upward trend. In addition to the increase in user numbers, user stickiness has also shown positive signals. In the fourth quarter of 2024, “Cece” users averaged 14.8 minutes of daily usage time, marking a year-on-year increase of 5.5 minutes. This rise not only highlights the high engagement of young users with the app’s content but also suggests a growing dependence on astrology and divination apps among this demographic.

MAU Data for Popular Astrology and Divination Apps (Unit: 10,000)

Year/Month

“Cece” App 

“Zhunle” App 

2023-10

158.3

72.6

2023-11

159.2

70.0

2023-12

148.5

67.6

2024-01

132.3

66.5

2024-02

135.3

62.2

2024-03

162.8

66.2

2024-04

175.5

65.6

2024-05

188.4

65.3

2024-06

180.1

61.2

2024-07

169.2

60.1

2024-08

203.8

60.4

2024-09

221.3

56.2

2024-10

249.0

56.5

Data Source: MoonFox iApp, Data Cycle: October 2023October 2024

Average Daily Usage Time (Minute) per User for Popular Astrology and Divination Apps (Quarterly)

Year/Quarter

“Cece” App 

“Zhunle” App 

2023-Q4

9.26

2.68

2024-Q1

10.67

2.64

2024-Q2

14.79

2.53

2024-Q3

14.57

2.53

2024-Q4

14.85

2.51

Data Source: MoonFox iApp, Data Cycle: October 2023October 2024

Contemporary young people are not limited to electronic astrology or digital incense burning; they are also actively participating in rituals, choosing to burn incense between work and study. According to third-party data, topics related to popular temples like Lama Temple and Lingyin Temple on the Xiaohongshu (Little Red Book) platform continue to gain significant traction, with monthly interactions consistently increasing by over 100,000. Ctrip’s public data reveals a remarkable rise in ticket bookings for temple-related tourist attractions in 2023, with an increase of up to 310%. Notably, individuals born in the 1990s and 2000s account for nearly 50% of these bookings, positioning the younger generation as an emerging force in temple tourism. Unlike the older generation, who traditionally visited temples for religious beliefs or family customs, today’s youth increasingly view temple visits as a way to relieve stress, reconnect with nature, and find inner peace. Additionally, their enthusiasm for temple culture has spurred the popularity of related cultural and creative products, including temple-themed coffee, tea, handicrafts, and clothing inspired by temple aesthetics, all of which serve as avenues for seeking spiritual solace.

Partial Popular Temple Topics on Xiaohongshu

Topic 

Total Views

Interaction Growth in Last 30 Days

#Lama Temple

623 million

206,500

#Lingyin Temple

603 million

668,500

#Jiming Temple

218 million

29,200

#Xiangji Temple

65.303 million

15,300

Data Source: XH Data, Data Cycle: As of December 4, 2024

II. Mysticism Marketing: Unlocking the Demand for Solace in the Modern Youth Economy

As the mindset of young people shifts, brand marketing must pivot to “selling solace.” According to a public report by JD.com, during the “2024 Chinese New Year Shopping Festival,” the popularity of mysticism-themed accessories, such as beaded bracelets, notably increased among young consumers. The purchasing volume of eighteen-seed beaded bracelets and yellow crystal beaded bracelets among those born in the 1990s grew over three times year-on-year, while the purchasing volume of Bodhi beaded bracelets among consumers born in the 2000s surged over 32 times. Additionally, the growth rates for golden rutilated quartz and obsidian beaded bracelets exceeded five times.

From temple tourism to mysticism-themed products, both demonstrate strong growth momentum. For brand marketing, this presents an opportunity to align with the evolving mindset of young consumers and their inclination toward solace. Mysticism marketing serves as a promotional method that assigns emotional value to products through content. The key lies in targeting specific group demands by segmenting products, integrating relevant objectives, and creating and conveying the corresponding value associated with those objectives.

The brand Dove strategically focused on the Gaokao (Nationwide Unified Examination for Admissions to General Universities and Colleges) and civil service exams. During the peak exam period in May and June, Dove launched the “Use Dove, Score More” campaign—a clever pun that links the brand name “Dove” with the Chinese phrase “Duo Fen,” meaning “more points” in exams. By collaborating with key opinion leaders (KOLs) to embed their product into real-life scenarios, Dove positioned itself as part of the pre-exam ritual associated with mysticism. Following the campaign launch, interactions related to Dove on Xiaohongshu increased by over 434%, and the number of popular posts surged by more than 242%.Hope Water taps into the Chinese pursuit of good fortune by using puns in its product names, such as “Wang Xing Fu” (Wishing for Happiness), “Wang Mei Hao” (Wishing for Good Luck), “Wang Tao Hua” (Wishing for Romance), “Wang Ji Li” (Wishing for Prosperity), and “Wang Yong Gan” (Wishing for Courage). These names are thoughtfully crafted to resonate with the symbolic meanings that align with the emotional needs of various customer groups.In high-frequency consumption sectors like milk tea and coffee, mysticism marketing has demonstrated considerable appeal. For example, the coffee brand M Stand launched a “Back-to-Work Set” after the Chinese New Year, which included a wooden fish toy with the meal. The brand capitalized on the trend of young people tapping wooden fish to stabilize their emotions, turning it into a marketing highlight. Similarly, HEYTEA introduced the “Start Work with Joy” campaign, aligning with the positive connotations of its brand name. Cotti Coffee featured a product made with black sesame, leveraging the symbolic meaning of “Like sesame flowers growing higher and higher” to enhance its marketing efforts.

For fast-moving consumer goods (FMCG) brands, including milk tea companies, facing challenges like high product substitutability, low consumer loyalty, and high mobility, mysticism marketing can serve as an effective differentiation strategy. By addressing and satisfying consumers’ spiritual needs, it helps strengthen the emotional connection between the brand and its audience. However, mysticism marketing has specific timeliness and situational aspects; it should be seen as a short-term marketing strategy rather than a long-term direction. As such, it can act as a supplementary tool within the marketing mix, aimed at generating topics and drawing attention to increase short-term brand exposure and sales, thereby fostering a positive brand image among consumers.

For today’s generation of young people, the significance of the mysticism economy and the solace economy lies not in their actual utility or tangible benefits, but in the peace of mind they offer during the mysticism experience. According to MoonFox iMarketing data, audiences interested in mysticism content, such as astrology and divination, exhibit emotional and self-focused behavior patterns in the mobile internet space, showing a higher preference for applications related to mental health, beauty, and body care.

Target Group Index (TGI) of Mobile Internet Astrology and Divination Interest Group Industry Preferences

Industry

TGI 

Mental Health

511

Beauty & Cosmetics

464

Luxury E-commerce

346

Culture & Religion

342

Health & Wellness

328

Entertainment & Fashion

321

Weight Loss & Shaping

302

Data Source: MoonFox iMarketing, Data Cycle: October 2024

As the year comes to a close, accompanied by curiosity and anticipation for the fortunes of the coming year, we can reasonably expect a cyclical rise in the popularity of mysticism-themed cultural tourism, mysticism consumption, and related activities. For today’s young people, mysticism serves primarily as an emotional outlet in a high-pressure environment; it is essentially a solace economy shrouded in mystery. As long as social pressures and challenges remain structurally unresolved, mysticism and other forms of the solace economy are likely to continue capturing the attention and minds of young people for the foreseeable future.

Our Information:

Website: https://www.moonfox.cn/
Contact number: 400-888-0936

Contact us:

Name: Felix
Title: Director of Sales, Industry Insight Division
Tel: +86-13366276383
Email: zhouzt@jiguang.cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road, Chaoyang District, Beijing, China

Name: Janette Zhou
Title: Marketing Manager
Tel: +86-13928239332
Email: zhouxt@jiguang,cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road, Chaoyang District, Beijing, China

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SOURCE Aurora Mobile Ltd

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LYKSTAGE Launches Patented Video Platform That Pays Creators and Viewers — Now Live Across Five Countries

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MUMBAI, India, April 20, 2026 /PRNewswire/ — LYKSTAGE, a video-sharing platform owned by LYK Inc., a Delaware-based entity, and founded by New York-based entrepreneur Adris Chakraborty, is redefining how the creator economy works — with a patented monetization model no other platform can legally replicate.

Built by a technology team in India under Manhattan Tech Ventures, LYKSTAGE runs on a patented Watch-Time Monetization Model that fundamentally changes who earns from video content. Creators earn whenever their content’s watch time gets monetized — no subscriber minimums, no waiting periods, and no thresholds to cross before earning begins.

What makes the model unprecedented is that viewers earn too. Logged-in viewers are rewarded whenever their watch time gets monetized — when they watch content uninterrupted and the ad served during viewing is fully consumed. When that happens, the creator earns, the viewer is rewarded, and the platform earns. Every reward is funded by actual ad revenue — not venture capital subsidies. The model is entirely self-sustaining.

The platform serves both skippable and non-skippable ads, determined by an ad server algorithm that optimizes based on viewing patterns and content traction. For advertisers, impressions are served intelligently — matching the right ad format to the right moment, delivering higher completion rates and genuine attention.

LYKSTAGE is now live across five markets — India, the United States, the United Kingdom, Canada, and the UAE — and available on Samsung TV, LG TV, Roku, Apple TV, Android TV, Amazon Fire TV, desktop, mobile web, and native apps on both the App Store and Google Play Store.

Adris Chakraborty, a Kolkata-born Columbia Business School alumnus based in the US since 2003, co-founded Mediamorphosis Advertising & Technology Inc. in New York in 2006 with his spouse and business partner Poulami Mukherjee. The company expanded to the UK in 2012, followed by Manhattan Communications in India — building a multicultural advertising group spanning five countries with over 100 clients, providing LYKSTAGE with built-in advertiser relationships and market intelligence.

The platform has crossed over one million users across all markets, with more than 20,000 creators on board and growing across all five countries — achieved with minimal paid marketing.

LYKSTAGE is a transparent, patented system where the people who create the value are the ones who earn from it.

Sign up at:
Android – https://play.google.com/store/apps/details?id=com.lykstage.app
Apple – https://apps.apple.com/in/app/lykstage-video-streaming/id6754064834

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Towngas and Tencent forge strategic partnership to drive “Energy + Tech” smart digital transformation

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HONG KONG, April 20, 2026 /PRNewswire/ — The Hong Kong and China Gas Company Limited (Towngas) and Tencent have signed a strategic partnership agreement in Hong Kong. The two companies will collaborate extensively on unified cloud resource management, digital platform development, large artificial intelligence (AI) models and applications, customer engagement enhancement, and R&D tool synergy. Together, they aim to drive the smart digital transformation of the energy sector.

The partnership dates back to 2020, when Towngas Lifestyle, the extended business division of Towngas, first teamed up with Tencent Cloud. In 2021, Towngas Energy, the Group’s renewable energy arm, worked with Tencent Cloud to build a smart energy ecosystem, which currently supports over a hundred integrated energy projects for the business segment. In 2023, Towngas Lifestyle and Tencent Cloud entered into a comprehensive strategic partnership spanning cloud platforms, big data, AI, and customer engagement, delivering one-stop lifestyle solutions to 46 million household customers across Hong Kong and the Chinese mainland. This latest agreement marks a comprehensive, group-level strategic partnership between Towngas and Tencent. It is designed to pool their resources, achieve cross-divisional synergy, drive quality and efficiency gains, and accelerate AI innovation.

Over the past six years, this collaboration has yielded remarkable results. Powered by Tencent Cloud, Towngas Lifestyle has upgraded the digital foundation and driven application innovation for its Towngas Lifestyle Cloud (TLC) platform. Furthermore, leveraging Tencent Cloud’s TBDS (Tencent Big Data Suite), it built the Towngas Analytics Platform (TAP), which currently supports big data applications for over 70 affiliated city-gas companies as well as its Hong Kong operations.

In terms of AI applications, Towngas Lifestyle has capitalised on Tencent’s AI computing power and large model technology to launch innovative tools such as smart safety inspections and AI service agents, significantly boosting the efficiency of frontline staff at gas companies. To better serve its customers, the company has deeply integrated Tencent’s WeCom to improve customer outreach. On the R&D front, Towngas Lifestyle has widely adopted Tencent’s AI development tools to streamline workflows. Moreover, the partners have successfully replicated their mainland successes in Hong Kong, completing the cross-border deployment of the TAP platform and advancing the upgrade of the city’s business systems.

Mr Peter Wong Wai-yee, Managing Director of Towngas, said: “Tencent’s leading position in AI and digital technology is obvious to all. Since 2020, the two parties have established a strong partnership, expanding from Towngas Lifestyle’s extended business to cooperation on the smart energy platform for the renewable energy segment, and gradually extending from the mainland to Hong Kong. As an enterprise with a 164-year history, Towngas has grown to possess a customer base of over 120 million since entering the mainland gas utility business in 1994. Facing such a massive number of customers, data security is of paramount importance. How to build a secure and efficient system for management and service has become a critical issue for business development. We are confident in joining hands with Tencent to co-build a secure and efficient digital system, comprehensively elevate the customer service experience and operational efficiency, and jointly pioneer more possibilities for ‘Energy + Tech’.”

Mr Dowson Tong, Senior Executive Vice President of Tencent and CEO of Tencent Cloud and Smart Industries Group, stated that as a household brand in Hong Kong, Towngas’s “customer-centric” service philosophy aligns closely with Tencent’s corporate mission of “Value for Users, Tech for Good”. Over the past six years, Tencent has engaged in deep collaboration with multiple segments under Towngas, empowering businesses with technology to achieve precise operations. Tencent looks forward to taking this exchange as a new starting point, further consolidating the “Cloud + AI” technological foundation based on existing cooperation, and deeply integrating Tencent’s digital capabilities with Towngas’s rich application scenarios. Through technological innovation, the goal is to achieve better customer service delivery and enhance operational efficiency, exploring a new path to sustainable development for the smart upgrade of the energy industry while ensuring data security and user privacy.

Looking ahead, the two companies will continue to deepen their collaboration in migrating core businesses to the cloud, co-building digital platforms, deploying large models and AI applications, and enhancing customer engagement. This will not only deliver a superior experience for gas customers but also set a benchmark for the high-quality transformational development of the energy industry.

 

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SOURCE Tencent Cloud

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DMEGC Solar Achieves EcoVadis Gold Medal, Underscoring Its Commitment to ESG Excellence

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JINHUA, China, April 20, 2026 /PRNewswire/ — On April 15, DMEGC Solar, a global leader in magnetic materials and renewable energy solutions, achieved a milestone breakthrough in sustainable development. With outstanding performance in environmental protection, social responsibility, and other key areas, the company earned a Gold Medal from the internationally recognized rating agency EcoVadis, scoring 82 points. This places DMEGC Solar in the top 3% of all rated companies worldwide, surpassing 97% of participants.

EcoVadis is a globally leading sustainability assessment platform, having rated over 150,000 companies across more than 250 industries and 185 countries. Its evaluation framework covers 21 indicators across four core themes: Environment, Labor & Human Rights, Ethics, and Sustainable Procurement. The platform aims to assess the sustainability performance and social responsibility of companies within global supply chains.

DMEGC Solar participated in the assessment at the group level rather than as a single factory, demonstrating outstanding strength across all four dimensions. In the Labor & Human Rights dimension, the company has established a comprehensive employee rights protection system, strictly implemented occupational health and safety standards, and promoted employee development and career growth, ranking in the top 1% of its industry.

In the Sustainable Procurement dimension, the company has built a full-chain green supply chain management mechanism, collaborating with core suppliers to create a “cooperative carbon reduction” ecosystem. Initiatives such as packaging material recycling, green electricity usage, and localized collaborative production have enabled a low-carbon, traceable supply chain, also ranking in the top 1% of the industry.

Coupled with strong performances in environmental governance and business ethics, the company achieved an impressive score of 82, surpassing 97% of evaluated companies and earning the Gold Medal. This distinction places DMEGC Solar at the top in the global solar module manufacturers to receive such recognition.

This Gold Medal rating will for sure strengthen the company’s competitiveness in overseas markets. On one hand, its industry-leading ESG performance helps meet policy requirements related to sustainable supply chains, enhancing both the premium pricing of its products in international markets and its ability to secure orders. On the other hand, this recognition will boost customer and partner trust in the company’s brand, supporting the expansion of market share for its core products—such as photovoltaic modules, residential energy storage systems, and magnetic materials—while consolidating its market leadership.

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