Text/Yangcheng Evening News reporter Huang Yinglin 

　　A concert that ignites enthusiasm, a relaxing trip, a hearty skiing session... In recent years, a "happy factor" called dopamine has quietly sneaked into daily life, stirring up a focus on "personal experience and The new trend of dopamine consumption is "instant gratification".

While young people are paying for their passion, they are also driving the recovery of markets such as entertainment performances, hotel accommodation, cultural tourism, catering, and related supporting equipment.

However, some experts reminded that it is necessary to grasp the proportion based on reality and long-term planning to avoid falling into the "trap" of over-consumption and blindly following the trend.

Ushering in “blowout” performances and tourism

　　The year 2023 that has just passed has been a year of "long drought and good rain" for offline performances.

　　Ms. Huang (pseudonym), a "post-95s generation" from Guangzhou, has a special summary of 2023 at the top of her WeChat circle of friends: 5 concerts, 1 Livehouse, 1 League of Legends professional league... She told the Yangcheng Evening News reporter, Last year I went to the concerts of Miriam Yeung, Mayday, Wu Bai, Hu Xia, and Eason Chan. The total number was not that many, but as a fan, I was very satisfied.

　　It is true that the performance market is recovering, and it is also true that tickets are hard to get. Tickets are gone within seconds.

Ms. Huang said: "The price threshold is not low, starting from 500 yuan. If you can't get it on the ticketing platform, you can collect tickets on the second-hand idle platform. It costs nearly 5,000 yuan."

　　"At first, I wanted to join in the fun and re-experience the atmosphere of watching an offline concert. Following the rhythm of the exciting band, everyone at the scene held glow sticks, sang along loudly and even stood up to sing and dance. That moment was really It was very relaxing and happy, and I didn’t have to worry about the outside world to express my emotions boldly. Then I couldn’t stop at all, one show after another. I hope I can watch Phoenix Legend’s concert this year.” She described her journey of watching the performance like this.

　　In addition to watching performances, young people's emotional outlets include traveling.

　　Ms. Li (pseudonym), a "post-95s generation", is engaged in brand planning in Guangzhou.

"As a working person, I cherish every short vacation I have and usually choose to travel to relax. Around 2023, I went on about 10 tours with a group, going to Zhangzhou in Fujian, Hezhou in Guangxi, Hong Kong, Macau, Dunhuang in Gansu, and Qinghai , Fuzhou, Fujian, Ganzi, Sichuan, and Harbin, Heilongjiang.”

　　The most impressive one was undoubtedly the trip to the Northwest.

“Watching the sunset at Mingsha Mountain in Dunhuang at 9:30 pm, lying on the beach next to Qinghai Lake in the early morning to watch shooting stars, and climbing up the Qilian Mountains, which I have seen countless times in geography books, the beauty of nature’s creation is just like this. In front of you." Ms. Li added, "At the beginning of this year, I bravely climbed the three snow-capped mountains of Yala, Gonggar, and Siguniang Mountain. Traveling is a very happy and relaxing thing. You can travel in a new city, A new place explores a new world, comes into contact with new people and things, and creates new perceptions.”

　　When asked whether this was "blowout tourism", she admitted to reporters that compared to the past few years, the frequency of travel has indeed increased significantly. Everyone cherishes the good time outdoors, which can also relieve work anxiety and exhausted.

In addition, many young people, especially the "post-95s" and "post-00s", will choose to be travel bloggers, or "people from major Internet companies" in their twenties and thirties who quit their jobs and live a sojourn life, making money in their own way while traveling. .

They are more willing to pay for their emotions and spirit than material consumption.

Pursue happiness while avoiding “falling into traps”

　　Data from the China Performance Industry Association shows that in the first three quarters of 2023, there were 342,400 commercial performances across the country, with a cumulative attendance of 111 million and performance box office revenue of 31.541 billion yuan, both exceeding the full-year level of 2019 and experiencing substantial growth. .

In terms of "draining traffic", during the May Day period in 2023, large-scale concerts and music festival projects drove comprehensive consumption of transportation, food and accommodation in addition to box office performance to exceed 1.2 billion yuan.

　　According to calculations by the data center of the Ministry of Culture and Tourism, the number of domestic trips in 2023 will be 4.891 billion, a year-on-year increase of 93.3%; the total travel expenditure of domestic tourists will be 4.91 trillion yuan, a year-on-year increase of 140.3%.

During the just-concluded Spring Festival holiday, there were 474 million domestic tourist trips, with a total expenditure of 632.687 billion yuan. A phenomenon of "people following the herd" that was rarely seen in the past appeared in many places.

　　Behind the vivid and hot numbers is a lively and prosperous consumption scene, and the "consumption philosophy" of the young main force is hidden.

　　Wang Peng, a researcher at the Beijing Academy of Social Sciences, said in an interview with reporters that the rise of dopamine consumption is related to the current life pressure, social needs, and pursuit of instant gratification among young people.

"They are no longer just satisfied with material possessions, but pay more attention to the quality of life and emotional experience, and gain pleasure when experiencing new things and enjoying fun. This change in consumption concepts is also in line with the trend of diversification and individualization in social culture. It matches.”

　　However, it should be noted that "paying" for happiness needs to be measured and measured based on reality.

Wang Peng reminded that on the one hand, excessive pursuit of happiness and satisfaction may fall into the trap of "consumerism" and produce waste; on the other hand, this new consumption model causes some young people to ignore long-term planning and savings, which will have a negative impact on their future life. potential impact.

In addition, dopamine consumption may also cause some social problems, such as blindly following the trend, comparison psychology, etc.

As for whether dopamine consumption can continue to play music and dance, it depends on the influence of various factors such as changes in consumers' perceptions of price and value, market competition, and social culture.

(Yangcheng Evening News)