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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

View original content:https://www.prnewswire.com/news-releases/moonfox-analysis–as-the-year-end-approaches-can-the-mysticism-economy-of-selling-solace-drive-the-first-major-success-in-new-years-marketing-302339268.html

SOURCE Aurora Mobile Ltd

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Ellucian Recognizes Partner Award Winners

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Key Highlights:

Ellucian honors eight strategic partners for exceptional collaboration, innovation, and measurable impact on customer success across the global higher education ecosystem.Award winners demonstrated leadership in advancing SaaS adoption, delivering seamless integrations, and enhancing the student and institutional experience.The Ellucian Partner Network continues to drive shared success through deep alignment across technology, services, and go-to-market execution.

RESTON, Va., April 20, 2026 /PRNewswire/ — Ellucian, the leading higher education technology solutions provider, announced the winners of the 2025 Ellucian Partner Awards. The annual awards program recognizes Ellucian Partner Network (EPN) members for their collaboration and impact in delivering excellent customer experience to higher education institutions.

“Our partners play a critical role in helping institutions navigate transformation and deliver better outcomes for students, faculty, and staff,” said Jeff Dinski, Chief Strategy and Corporate Development Officer, Ellucian. “The 2025 Partner Award winners exemplify what’s possible, and also the strategic expansion of our partner program as whole. We are proud to recognize their contributions and the meaningful impact they continue to drive across the higher education community.”

Celebrating Excellence Across the Partner Ecosystem

Ellucian’s Partner Awards program recognizes industry partners for outstanding achievements across categories including Innovation Excellence, Sales Excellence, Integration Excellence, Customer First, SaaS Transformation Leader, Most Enabled Partner, Service Partner of the Year and EPN Partner of the Year.

The Ellucian 2025 Partner Award Winners are:

EPN Partner of the Year: TouchNet, A Global Payments Company
Driving scale, adoption, and shared customer success
TouchNet achieved a major milestone in 2025 by surpassing 1,000 mutual customers and successfully supporting Ellucian SaaS implementations to live status. Their deep collaboration on integrations and consistent execution has strengthened the overall SaaS ecosystem and elevated the customer experience.

Service Partner of the Year: Strata Information Group (SIG)
Outstanding delivery and commitment
SIG was recognized for outstanding delivery across both sales and services, consistently ensuring smooth implementations and high customer satisfaction. Their commitment to quality and operational excellence has made them a trusted partner for institutions navigating transformation.

SaaS Transformation Leader: Amazon Web Services (AWS)
Accelerating cloud adoption and modernization
AWS continues to play a pivotal role in enabling institutional transformation through scalable cloud infrastructure and close collaboration across Ellucian teams. Their expertise helps institutions reduce migration complexity and confidently adopt SaaS solutions.

Innovation Excellence: Entrinsik, Inc.
Elevating product excellence through innovative technology
Entrinsik’s Informer AI platform brings governed, personalized AI assistants into the Ellucian ecosystem, transforming how students, faculty, and staff engage with institutional data. Their innovation enables real-time, contextual insights to enhance decision-making and student success.

Sales Excellence: Emburse, Inc.
Delivering aligned, high-impact co-selling execution
Emburse demonstrates exceptional collaboration with Ellucian through a highly coordinated co-selling approach that strengthens pipeline conversion and customer confidence. Their ability to align strategy, execution, and customer engagement has driven measurable outcomes and competitive wins.

Integration Excellence: Illumia (formerly Transact)
Most inventive and extensible integration
Illumia delivers a robust, real-time integration with Ellucian SaaS solutions ensuring continuous synchronization of student financial data. This approach enhances data accuracy, reduces manual processes, and strengthens trust in institutional systems.

Customer First: Evisions
Prioritizing collaboration and customer success
Evisions exemplifies a customer-first mindset through proactive collaboration and rapid response to shared customer needs. The strong partnership with Ellucian ensures institutions receive timely support, reliable solutions, and a consistently high-quality experience.

Most Enabled Partner: Ferrilli
Investing in expertise, training, and ecosystem readiness
Ferrilli demonstrates a strong commitment to enablement through deep investment in training, certifications, and product expertise. Their readiness and knowledge empower institutions to maximize the value of Ellucian solutions and accelerate success.

Driving Impact Through the Partner Ecosystem
Ellucian works with approximately 3,000 higher education institutions around the world supporting more than 21 million students on their education journey. The Ellucian Partner Network focuses on shared success through joint marketing, sales collaboration and technology enablement. With more than 150 members, Ellucian maintains one of the largest networks of strategic partners providing solutions specific to the needs of higher education.

To learn more about the Ellucian Partner Network, visit: https://www.ellucian.com/partners

WHAT IS ELLUCIAN
Ellucian powers innovation for higher education, partnering with approximately 3,000 customers across 50 countries, serving more than 21 million students. Ellucian’s AI-powered platform, trained on the richest dataset available in higher education, drives efficiency, personalized experiences, and strengthened engagement for all students, faculty and staff. Fueled by decades of experience with a singular focus on the unique needs of learning institutions, the Ellucian platform features best-in-class SaaS capabilities and delivers insights needed now and into the future. These solutions and services span the entire student lifecycle, including data-rich tools for student recruitment, enrolment, and retention to workforce analytics, fundraising, and alumni engagement. Ellucian’s innovative solutions, vast ecosystem of partners and user community of more than 45,000 provides best practices leading to greater institutional success and achieving better student outcomes.

Media Contacts
Greg Giangrande, Chief Marketing Officer
Greg.Giangrande@Ellucian.com 

Jess Weston, Manager, Communications
Jess.Weston@Ellucian.com

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/ellucian-recognizes-partner-award-winners-302747281.html

SOURCE Ellucian

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Lorex for Business Launches X Series: AI-Powered Security for Modern Businesses

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TORONTO, April 20, 2026 /PRNewswire/ — Today, Lorex Technology announced the launch of the new X Series, a line of AI-powered security cameras and Network Video Recorders (NVRs) designed for professional security applications. The X Series combines high-performance video surveillance with AI-powered analytics, helping businesses not only capture critical evidence, but also gain insights to improve security, operations, and day-to-day decision-making.

As AI continues to reshape how businesses operate, security systems are evolving beyond basic monitoring. The X Series brings together reliable wired hardware, AI-powered analytics, and the new Lorex Connect app into a single, connected system that helps businesses monitor, manage, and respond in real time.

Built for both installers and business owners, the X Series is designed to be easy to deploy, scalable, and reliable in demanding environments. From retail stores and warehouses to gyms, convenience stores, and construction sites, it combines dependable performance with AI-driven capabilities to support and improve a wide range of business operations.

“At a time when businesses are facing more complex operational and security challenges, the X Series represents a shift from passive monitoring to intelligent protection,” said Steve Hong, VP, Global Sales and Marketing at Lorex Technology. “We’re enabling businesses not just to see incidents, but to understand, respond, and even prevent them.”  

X Series: Clear Visibility and Proactive Protection

The X Series delivers high-performance video surveillance designed for demanding environments. Combining crystal clear 4K video with proactive deterrence, it provides clear, reliable footage while helping businesses actively prevent incidents before they occur. 

X Series: AI-Driven Security and Business Intelligence

Beyond video surveillance, the X Series uses AI to help businesses better understand and manage their environments. By analyzing activity in real time, it provides actionable insights that improve security, support faster response to incidents, and enhance day-to-day operations. From identifying people, vehicles, and behaviors such as loitering and line crossing to delivering insights through people counting and heat mapping, it enables a more proactive and informed approach to security and operations. 

Lorex Connect: A Unified Platform for Control and Insight

At the center of the X Series is the Lorex Connect app, providing instant access to your system from anywhere. It enables businesses to monitor live and recorded footage, receive intelligent real-time alerts, and view multiple cameras at once, helping them stay connected, respond faster, and maintain control at all times.

X Series: A Comprehensive Lineup for Every Business Environment

X5 4K PoE Fixed Cameras (Bullet & Turret)

Delivers top-tier surveillance with the most advanced AI capabilities, built for environments where visibility, awareness, and prevention are critical. Featuring real-time 4K at 30 FPS and True AI Color Night Vision (AI-ISP), it provides smooth, clear video with enhanced detail, helping capture more accurate evidence at any time of day. Combined with Advanced Deterrence, including a built-in siren, white-light illumination, red and blue strobe lights, and 2-way talk, it not only records incidents but actively helps prevent them by drawing attention and discouraging unwanted activity in real time.

X3 4K Motorized Varifocal Cameras (Bullet & Turret)

Along with 4K video and Color Night Vision, the X3 delivers added flexibility through its motorized varifocal lens, allowing users to remotely adjust the field of view using its 4× optical zoom to capture detail at a distance without sacrificing image quality. With built-in white-light deterrence and audio capabilities, including two-way talk on bullet models and listen-in audio on turret models, it adds an extra layer of awareness and control.

X PTZ 4K Dome Camera with 30× Zoom

Equipped with 4K resolution and 30× optical zoom, it enables operators to monitor large areas and capture fine detail from a distance. With pan, tilt, and zoom capabilities, it supports active monitoring by allowing users to follow movement and respond to activity in real time. Built for wide-area coverage, it is ideal for environments where visibility and control across large spaces are critical. 

X Series Network Video Recorders (NVRs)

Provide secure, centralized recording and system management across deployments of all sizes. Built to support advanced and evolving AI analytics, they enable smarter monitoring, improved awareness, and more informed decision-making for businesses. Available in 8, 16, and 32-channel configurations.

Together, the X Series combines reliable hardware with AI-powered intelligence, helping businesses move beyond monitoring to smarter, more proactive operations. Now available on pro.lorex.com.

About Lorex Technology

Lorex is a leading provider of smart security and monitoring solutions, with over 30 years of experience delivering reliable video surveillance across North America. Founded in Canada, Lorex offers a comprehensive ecosystem of solutions for both residential and commercial applications. Lorex for Business, its professional division, supports security installers, integrators, and business owners with scalable, professional-grade systems that combine proven reliability with intelligent features to enhance visibility, streamline operations, and support growing businesses.

To learn more, visit Lorex.com

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SOURCE Lorex Technology

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CANADIAN FIBER OPTICS COMING SOON TO WHITECOURT ALBERTA

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Select Homes and Businesses to Receive 100% Pure Lightning-Fast Fiber Internet

CALGARY, AB, April 20, 2026 /CNW/ – Canadian Fiber Optics Corporation (CFOC), a leading Alberta-based fiber broadband provider, today announced plans to invest in a state-of-the-art fiber optic network to over 1,500 businesses and residences in Whitecourt, Alberta. Construction will start immediately with service expected to be available before the end of the summer.

“Whitecourt is a vibrant, growing community, and we’re proud to be building a world-class 100-percent pure fiber network to support their momentum,” said Jodi Bloomer-Kaput, Co-Founder and Executive at Canadian Fiber Optics Corporation. Added Bloomer-Kaput,” Thank you to the Whitecourt Town Council and Mayor Hilts for the encouragement and support.”

Whitecourt Mayor Ray Hilts added, “I am delighted that Canadian Fiber Optics has chosen to invest millions of dollars in our town, to bring world-class fiber optics to residents and businesses, enabling different connectivity options and availability of service throughout the community. This investment supports our growing community and aids in our economic development and growth.”

Construction of the fiber network will commence right away, with construction crews showing up on select streets of Whitecourt starting this month. While there will be some disruption to traffic, by the end of summer roads will be properly restored and fifteen hundred residences and businesses will be able to enjoy ultra-fast, reliable and affordable Internet.

Bloomer-Kaput added: “We are looking-forward to bringing more reliable, faster fiber internet services at affordable prices to Whitecourt. Being an Alberta-based company, we know what powerful world-class infrastructure means to our local communities and our growing Alberta economy. We can’t wait to start offering fiber services to our neighbours later this summer.”

To stay current on our construction progress, or to learn more about our products and service availability dates for Whitecourt, Alberta, please visit our service brand website at www.northernlightsfiber.ca

About Canadian Fiber Optics Corporation

Headquartered in Calgary, Alberta, Canadian Fiber Optics Corporation (CFOC), is a privately-owned and operated Alberta-based fiber broadband provider, offering internet connectivity over its 100% pure fiber optic network. Canadian Fiber Optics Corporation designs, builds, owns, and operates fiber optic networks, providing symmetrical, multi-gigabit bandwidth services to residential, business and enterprise customers in rural communities. The flagship brand, “Northern Lights Fiber” (www.northernlightsfiber.ca) provides internet to its retail customers. For more information about Canadian Fiber Optics Corporation please visit www.canadianfiberoptics.ca.

Why this Announcement Matters for Whitecourt

The construction of this new fiber network is important because across parts of the town of Whitecourt, many residents and businesses still rely on outdated cable or copper infrastructure, which were never designed to handle today’s internet needs and speeds. With our true end-to-end fiber network, Canadian Fiber Optics Corporation is ensuring towns and communities like Whitecourt have world-class, state-of-the-art infrastructure needed to support today’s digital demands and the capacity for generations to come.

SOURCE Canadian Fiber Optics Corp.

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