Anxious about their prospects, younger Chinese are seeking a glimpse of the future through astrology and other forms of fortune-telling. By Minmin Low June 20, 2025 https://www.bloomberg.com/news/arti...z-turns-to-tarot-astrology?srnd=homepage-asia At a dimly lit bar in Beijing, the rattle of wooden sticks used for fortune telling blends with the clink of cocktail glasses. Patrons here aren’t just ordering drinks — they seek a glimpse into the future. These hybrid venues — where mixology meets mysticism — are cropping up across Chinese cities, offering drinks alongside tarot readings and other means of divining whatever is to come. It’s part of a broader boom in what analysts are calling China’s Xuanxue, or metaphysical, economy — an expanding sector that includes astrology, tarot and crystal healing. Long-held traditions (some might say superstitions) are becoming increasingly popular among the younger generation in China as post-pandemic anxiety and economic concerns drive people to seek out emotional solace and certainty. It’s also being fueled by technology and social media. On Xiaohongshu, one of China’s most influential social networking and e-commerce platforms, Xuanxue-related hashtags are racking up billions of views. “There’s the general environment, the post-pandemic uncertainty, and a lot of economic pressure people are going through, so they are looking for reassurance and more confidence in the future,” said Lisa Zhang of Daxue Consulting, which estimates the sector is worth $19 billion and growing about 10% annually, even as broader consumer sentiment remains fragile amid an economic slowdown. China’s relationship with spirituality is complex. While the government officially promotes atheism and maintains strict control over organized religion, spiritual practices remain an integral part of daily life for many. Buddhism, Taoism and folk beliefs — often blending philosophy, ritual and superstition — continue to shape cultural norms and personal habits, from lighting incense for ancestors to consulting Feng Shui masters before selecting an office space or choosing an auspicious name for a baby. These customs aren’t always seen as religious, but reflect a cultural reliance on the unseen to bring balance, luck and protection. Among the businesses benefiting from the boom is Qie Le Bar in Beijing. Stepping into the premises feels like entering a sacred space. A pair of towering paintings of Taoist deities guard the entrance. Inside, neat columns of red lanterns hang overhead. Soft yellow lighting bathes the space in a warm, ambient glow. In front of the bar counter, a small table holds a cup of divination sticks. Patrons are welcome to draw one and ask owner Jiahui Geng to interpret its meaning. Open up the drinks menu and you can pick a cocktail named after Chinese sayings associated with luck, prosperity, love or spiritual renewal. Some patrons have written prayers on yellow paper talismans and pasted them on a wall. Up a flight of stairs, behind a curtain, Geng has set up a private altar, a quiet corner above the hum of the bar. “A Xuanxue bar is not what people imagine, the sort of place where you beat or chase away demons,” Geng said. “It is the metaphysics of the heart. I hope when you come here, you can leave your unhappiness outside.” At least a dozen such bars are operating in Beijing alone, and similar establishments have sprung up in cities including Shanghai, Shenzhen, Chengdu, Zhengzhou, Wuhan and Xinjiang, a search on popular rating app Dazhong Dianping shows. Strolling through Beijing’s narrow alleyways, known as hutongs, the metaphysical economy is hard to miss. Tarot salons, gemstone boutiques and fortune-telling parlors are nestled among the cafes and eateries. Peering into a shop selling oracle cards, bracelets and potion bottles, a young woman, who didn’t give her name, said she started buying crystals after she graduated because she felt confused about life and was mentally exhausted. “When you can’t find help from the outside world, you turn to this,” she said. Daxing Han, founder of Aixing Tarot and Astrology Shop, said social media influeners on platforms like Xiaohongshu had provided a channel for self-exploration and increased demand for her services. Tech firms are tapping in, too. Cece, an astrology app backed by Tencent Holdings Ltd., had 2.57 million monthly active users as of May, a 36% increase year on year, according to MoonFox Data. People have also been flocking to Chinese startup DeepSeek’s AI model for free horoscope and birth chart advice. Such digital services have already drawn scrutiny from China’s internet regulator, which is cracking down on the spread of superstitious content and services such as fortune tellingonline. “For the Chinese government, anything related to superstition or unproven medical claims is highly sensitive,” said Zhang of Daxue Consulting. “Companies need to be cautious with how they market these services, especially in digital spaces.” Still, brands are finding ways to tap into the spiritual zeitgeist. Beauty company Proya Cosmetics Co. launched a co-branded skincare line with a temple in Hangzhou, blurring the line between ritual and retail. Heytea, a Shenzhen-based teahouse chain, introduced a “Hey Buddha” beverage series in partnership with a ceramics museum, featuring religious imagery on its packaging. It later pulled the products after criticism from authorities. As young consumers search for stability in an increasingly uncertain world, the metaphysical economy is no longer confined to incense-filled temples. It’s quietly making its way into shopping malls, apps and bars. Where once there was only a cocktail menu, now there’s one for fortunes too. — With assistance from Nikita Koirala