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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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AI-Powered Connectivity: APAC Charts a Path to a Smarter Digital Future

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Asia-Pacific’s first Broadband Development Summit brings regulators and operators to Bangkok to set the agenda

BANGKOK, July 19, 2026 /PRNewswire/ — Government officials, standards bodies and telecom operators gathered in Bangkok on 14 July for the inaugural Broadband Development Summit APAC 2026, convened by the World Broadband Association (WBBA) to build consensus on AI-era networks.

Participants included the ITU, Thailand’s National Board of the Digital Economy and Society, WBBA, IAB, FNCAP, WAA, NIDA and the IPv6 Council, alongside operators Telkomsel, XLSmart, Surge, Globe, AIS, CMI and HKT and Huawei.

Denny Deng, President of Huawei Asia Pacific Carrier Business, envisions a “faster, smarter, greener” Asia-Pacific.

VOICES FROM THE SUMMIT

“To seize the opportunities of the AI era, we call on the industry to accelerate broadband evolution, advance computing-network synergy, and strengthen the cross-border connectivity. Together, let us build faster, smarter, and greener digital infrastructure for Asia-Pacific.”
— Denny Deng, President of Asia Pacific Carrier Business, Huawei

“High-speed broadband is no longer just about ‘getting online’ — it is the vital infrastructure upon which the entire AI revolution is being built. We view AI not merely as a tool, but as a primary engine for national competitiveness and a catalyst for improving the quality of life for all.”
— Wetang Phuangsup, Ph.D., Secretary-General, the National Board of the Digital Economy and Society, Thailand

“Three initiatives define the road to 2030. We must close the quality divide so the value of broadband reaches everyone. We must build AI-ready networks — 10G access, 800GE cores, intelligence end to end. And we must do it together, through shared standards.”
— Martin Creaner, Director General of WBBA

“Moving towards next-generation networks, network architectures must continue to evolve to deliver broader connectivity, superior quality, enhanced security, and greater intelligence. This evolution is essential for Net5.5G, positioning the network not simply as infrastructure, but as the foundation that enables AI, strengthens resilience and efficiency, and supports digital transformation across industries.”
— Dhruv Dhody, Industry Standardization Expert at Huawei, Chair of the IAB, IETF

“Across Asia-Pacific, fibre is extending beyond homes and offices into rooms, devices, and machines. By working together, we can accelerate fibre innovation and adoption to build truly AI-ready infrastructure.”
— Ilham Nandana, Chair of the Market Intelligence Committee, Fiber Network Council APAC (FNCAP)

“We fixed it before you feel it!  AIS is redefining premium home broadband by combining ultra-fast connectivity with AI-driven network intelligence and smart home ecosystem — delivering proactive, invisible service excellence that transforms connectivity into differentiated customer value and sustainable ARPU growth.”
— Thanit Chaiyaboonthanit, Head of Technology Department, Broadband Business, AIS

“Connecting the Unconnected: Affordable Broadband at Scale. Create equal access to global information and empower Indonesia’s digital society.”
— Shannedy Ong, CTO of Surge Indonesia

“Beyond Connectivity: Telkomsel is transforming into a true value creator. By leveraging our FBB market-leading footprint, we power growth through service excellence, customer loyalty, and a next-generation home ecosystem.”
— Stanislaus Susatyo, Director of Sales, Telkomsel Indonesia

“We stopped treating AI as an add-on feature. Instead, our approach at Globe starts with architecture, embedding intelligence into the very core of how we build, how we sell, and how we operate.
AI continuously monitors network health, customer behavior and service quality. Rather than waiting for failures, the system predicts degradation and initiates corrective actions. By maintaining minute-level awareness of network health, our systems automatically resolve 30% of all Wi-Fi issues without any human intervention.”
— Danny Theseira, Head of Broadband Business Group at Globe Telecom

“Huawei is driving the Optics-AI Synergy to foster their collaborative growth. Through AI-ON, operators could build an AI-centric all-optical target network and establish 1-5-20ms latency circles across the Asia Pacific region. AI-ON also supports efficient computing access and usage while delivering an ultimate network experience through gigabit/ultra-gigabit home broadband, accelerating the widespread adoption of AI services.”
— Kim Jin, Vice President & Chief Marketing Officer Optical Business Product Line, Huawei

“Connectivity is not just about technology. It is a lifeline, a platform for opportunity, and a driver of sustainable development. I believe the intersection of connectivity and artificial intelligence will shape the future of smarter, more resilient networks.”
— Dr. Cosmas Zavazava, Director of the Telecommunication Development Bureau, ITU

“Performance and user experience are the essential path to the next-generation WLAN. Based on standards and AI-driven innovation, let’s jointly explore the path to the future autonomous WLAN with all the stakeholders.”
— Dr. Crane H. Yang, Secretary-General, World WLAN Application Alliance (WAA)

“At the summit, NIDA and WBBA signed an MOU to accelerate next-generation network evolution and establish pioneering smart city benchmarks through the co-development of industry standards, the harmonization of global regulations, and the sharing of vertical industry insights.
NIDA focuses on advancing network architecture standards, while WBBA drives global consensus on broadband evolution. This natural strategic complementarity creates vast opportunities for future collaboration.”
— Joey Deng, Secretary-General of NIDA

“ION-2030 develops the global standard for next generation optical networks in the AI era. It provides exceptional AI application and service experience. The WBBA and ITU will jointly accelerate its development, and this is a unique opportunity for Asia-Pacific stakeholders to actively influence the future of optical broadband networks.”
— Dr. Marcus Brunner, Chief Expert Standardization, WBBA WG1 Chair and Vice-Chair of ETSI ISG F5G

“The transition into the AI era demands a high-quality, deterministic digital foundation. By releasing Net5.5G policy guidelines, Malaysia is accelerating the evolution of next-generation network standards based on IPv6, establishing an innovative infrastructure to unleash AI’s value and drive a prosperous digital economy for 2030.”
— Prof. Sureswaran Ramadass, Chair of APAC at IPv6 Council, Industry Partner of WBBA

“The digital economy is thriving across the Asia-Pacific region, with AI emerging as a core catalyst for intelligent transformation. China Mobile International (CMI) is driving regional growth by integrating China’s advanced AI capabilities with comprehensive communications, computing, and AI services. Moving forward, CMI will collaborate closely with industry partners to foster a shared, AI-driven future for the region.”
— Paul Lin, Managing Director of Commercial and Technology, Asia Pacific, China Mobile International

“Next-generation network infrastructure is the oxygen of the intelligent economy. By integrating cutting-edge 800G connectivity with quantum-safe security, HKT is laying the essential foundations to keep Hong Kong’s enterprises highly competitive, secure, and ready for the computing paradigm shifts of tomorrow.”
— Wilson Cheung, Vice President, Broadband Design & Cyber Security, HKT

“The evolution toward Net5.5G AI WAN is an important step in strengthening XLSMART’s transport network for the future. By progressively adopting AI-assisted operations, SRv6, SDN, service differentiation, and higher-capacity transport infrastructure, we are enhancing network intelligence, operational efficiency, and service resilience while supporting long-term sustainability. This transformation is a continuous journey that aligns with the industry’s vision of AI-native broadband networks. Through collaboration with our technology partners and the broader ecosystem, we will continue to develop capabilities that deliver better network performance and support Indonesia’s growing digital connectivity needs.”
— Regie Ginanjar, Head of Transport Autonomy & Orchestration, Transport Network Transformation, XLSMART

“For the AI era, Huawei upgrades the IP bearer network via security resilience, multi-dimensional awareness, and network autonomy. This empowers carriers to guarantee service experience, accelerate monetization, and enhance efficiency, ushering in a new chapter of intelligent connectivity.”
— Arthur Wang, Vice President of Data Communication Product Line, Huawei

A CONVERGING VIEW

Speakers agreed AI is shifting networks from connectivity to intelligent connectivity, as broadband, IP, computing and cross-border infrastructure converge to support innovation and coordination.

WBBA launched the AI-Net Certification, a global benchmark for national policy, industrial ecosystems and network intelligence. XLSmart was named first AI-Net Champion, and Indonesia was among the first with a certified operator, backed by its Net5.5G roadmap.

In another high-profile segment, WBBA Director General Martin Creaner presented the Gigacity Certification to KOMDIGI, SURGE, Telkomsel, AIS, TRUE, HKT and Globe, recognizing regional broadband pioneers.

 

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SOURCE HUAWEI

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Laifen Expands U.S. Retail Footprint with Costco Launch of Best-Selling SE Hair Dryer

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Starting July 18, Costco Members Can Shop Laifen’s Award-Winning Hair Dryer in Select Warehouse Locations Across the U.S.

NEW YORK, July 18, 2026 /PRNewswire/ — Laifen, ranked the world’s No.1 high-speed hair dryer brand, today announced the launch of its best-selling SE High-Speed Hair Dryer at select Costco warehouse locations, marking the brand’s largest U.S. retail expansion to date and bringing its award-winning haircare technology to Costco members across select U.S. markets.

The launch brings Laifen’s award-winning haircare technology to Costco, making it easier for consumers to experience the brand through one of the nation’s leading membership retailers. Laifen joins Costco’s growing portfolio of premium beauty and personal care brands. The initial rollout includes select Costco warehouse locations across the United States, with a strong presence across the Western U.S., including California, the Pacific Northwest and the Southwest.

Costco’s reputation for quality and its highly selective merchandising approach make this partnership especially meaningful. The Costco launch reflects Laifen’s continued expansion beyond direct-to-consumer channels as the brand accelerates its U.S. omnichannel retail strategy. “Costco represents an important milestone in our U.S. retail strategy,” said Romeo, General Manager of International Business of Laifen. “As more consumers seek salon-quality performance at an accessible price, we’re excited to make Laifen available through one of America’s most trusted retailers.”

Engineered to deliver professional-level performance in a sleek, lightweight design, the Laifen SE is powered by the brand’s proprietary high-speed brushless motor, delivering fast drying, reduced heat damage and smoother styling. An intelligent temperature control system continuously monitors airflow to help minimize frizz while protecting hair from excessive heat.

The Costco launch represents the next phase of Laifen’s U.S. retail expansion as the brand continues to grow beyond its direct-to-consumer and online channels. By expanding into one of the nation’s most trusted retailers, Laifen aims to broaden access to its category-disrupting haircare solutions while advancing its mission to bring more thoughtful design and everyday excellence into more homes.

The Laifen SE High-Speed Hair Dryer in White will be available at select Costco locations, while Costco.com shoppers will have access to additional color options including Purple and Pink, alongside the White model.

For more information on Laifen, please visit LaifenTech.com.

About Laifen: 

Founded in 2019, Laifen is a global personal care technology brand combining high-performance engineering with modern design across hair care, oral care, and grooming categories. Ranked the world’s No. 1 high-speed hair dryer brand by Euromonitor International, Laifen first gained recognition for its self-developed 110,000 RPM high-speed brushless motor, the proprietary technology behind its award-winning hair dryers.

Building on this innovation, Laifen has expanded its portfolio to include electric toothbrushes and shavers, delivering premium technology and elevated everyday experiences to consumers worldwide. Today, Laifen products and accessories are used by over 22 million households across more than 60 countries, supported by more than 600 patents and recognized with over 50 international design and innovation awards. Driven by continuous technological breakthroughs, Laifen is committed to making cutting-edge personal care technology more accessible to consumers around the world.

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SOURCE Laifen

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Pillsbury Notice of Data Breach

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NEW YORK, July 18, 2026 /PRNewswire/ — Pillsbury Winthrop Shaw Pittman LLP (“Pillsbury”) was among many law firms targeted by sophisticated social engineering attempts in an incident last year. While the firm quickly detected and blocked the activity, an unauthorized actor was able to access some of the firm’s documents during a short window of time. Pillsbury notified any impacted clients last year and undertook a detailed process to review the accessed documents for personal information. Pillsbury then began notifying individuals whose personal information was affected. That process is now complete, and today, Pillsbury is publishing substitute notice as a final step.

For more information, please visit the substitute notice on our website at https://www.pillsburylaw.com/en/breach-notice.html

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SOURCE Pillsbury Winthrop Shaw Pittman LLP

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