The Truth About Consumption: Who is Paying for Moutai, BAYC, and Labubu?Author: Manman
Contemporary consumption is deviating from its original logic.
From the Moutai on the state banquet table to the ape avatar on the Ethereum chain (BAYC Bored Ape), and then to the trendy Labubu toy on the desks of young people, these seemingly unrelated products are telling the same story in their own ways: we are no longer paying for "functionality," but rather for a certain desire to be seen.
In this consumption structure, the use value of goods is replaced by emotions, identity, recognition, and speculation, creating a new era map where "consumption is symbolic."
01 Micro: Consumption constructs the "persona", rather than satisfying needs.
Labubu's popularity can be attributed not so much to its successful design, but rather to its precise resonance with the urban youth's self-label of "adorable with a touch of rebellion." It is not a toy, but a "projection tool" for self-presentation.
BAYC (Bored Ape) is more straightforward - the user purchases.
DeepFlowTech·2025-06-18 02:33