'Emotional spending' a touch of holiday luxury

The Spring Festival holiday is not only a time for family reunions but also an opportunity for "emotional spending" for many Chinese people, who derive comfort and pleasure from splurging on luxury items or personalized experiences.

These indulgences can range from a photo shoot wearing traditional Chinese hanfu attire to a premium tourism trip, or booking an expensive Chinese New Year's Eve dinner.

Dressed for occasion

Zhang Xiaohan, 20, an undergraduate in Beijing, plans to share traditional Chinese-style photos she has taken with her family and friends during the holiday. The photo shoot was done in Xi'an, Shaanxi province, one of China's oldest cities. Zhang said the photo shoot also provided her with a memorable cultural experience.

"I'm fond of Chinese traditional culture, especially traditional clothing and architecture, as their subtle and classical vibes are very attractive," she said.

Zhang usually spends around 1,000 yuan ($144) on entertainment every month, including 300 to 400 yuan on hanfu, hair accessories, and cultural and creative products.

"The photo shoot in Xi'an in late January cost me about 2,000 yuan, including hanfu rental, makeup, the photographer's on-location shooting, and some tickets to scenic spots in the city. It was a bit pricey because of the coming Spring Festival, but it was worth it. Xi'an has very strong vibes of traditional Chinese culture and the hanfu I chose was exquisitely embroidered. The photographer also prepared red lanterns and Chinese paper-cuts as props and the photos have a very strong festive atmosphere.

"I still remember when I took photos at Grand Tang Dynasty Ever Bright City — a night tour destination in Xi'an featuring illuminated Tang-style architecture and live performances. I was surrounded by Chinese-style red lanterns and beautiful architecture. Many people and tourists also wore hanfu like me, and I was deeply touched by the festive atmosphere," she said, adding that the photo shoot provided her with an immersive experience beyond other Spring Festival expenditures like buying new clothes or eating a Chinese New Year's Eve dinner.