In the era of big data, as more and more young people opt for plush toys, the toy market has expanded to encompass an even larger segment. Consequently, mascot‑themed plush toys are increasingly becoming a familiar presence in everyday life. Yet many still wonder: in this age of big data, why have toys become one of the key consumption priorities for young consumers?

Some people regularly share photos of their plush toys, while others take them along on trips. A growing number even treat these soft companions as living beings, imbuing them with a sense of soul and turning them into cherished items that offer comfort and healing. Behind this emotional attachment to plush toys and the phenomenon of anthropomorphization lies a manifestation of the “healing economy,” which continues to expand in China. As an emerging business model, the healing economy stems from people’s genuine need for stress relief and relaxation, which in turn shapes its core approach: providing consumers with spaces, products, and services designed to ease tension and promote well‑being.

Despite ongoing socio-economic development and rising material standards, many people continue to face significant stress in both their work and personal lives. This stress exacerbates feelings of loneliness and leaves their needs for belonging and security unfulfilled. Prolonged exposure to stressful environments can disrupt normal social interactions, making emotional relationships more fragile and rendering it increasingly difficult to rely on others for emotional support. As the number of individuals seeking ways to relieve stress and find emotional solace grows, a “healing economy” has emerged—centered around products like plush toys.

Research indicates that, in the adult world, a plush toy with a soft, delicate texture can significantly alleviate the stress young people experience at work and in their daily lives.

Psychologist Donald Winnicott referred to plush toys as “transitional objects,” which become cherished companions in the childhood of only children, providing them with a greater sense of security. As children grow, their reliance on these comfort objects does not diminish with age; rather, it tends to strengthen over time. Research indicates that this bond between individuals and their comfort items continues to help young adults better cope with life’s stresses, even after they have matured.