"Einstein's Brain: Snap it up and let the brainy vibes roll onto yours! Users can't get enough of its genius." A whimsical statement paired with a portrait of Albert Einstein has made it one of the most popular products on Taobao, China’s biggest e-commerce platform, with over 100K monthly orders. What do you get from this buy? Pure emotional satisfaction. And that's the whole deal.

In the face of mounting pressures from school, work, and family, "emotional value" has become the primary gauge for young Chinese consumers evaluating a product. Those that can evoke positive emotions such as relief, stability, or happiness are deemed to have higher emotional value. The idea of putting Einstein’s brain online originated from a Gen Z individual, who aims to offer buyers a pocket-friendly dose of fun conversation or a wild dream — priced at just 0.5 CNY (0.064 EUR). Other quirky products that have gone viral include sending "wild mosquitoes" to a friend with a ton of "buzz" messages pouring into their chatbox, or chatting with a human tree hollow that holds secrets.

These virtual products embody the hottest 'mood economy' trend in China, catering to young consumers.  Consequently, building a worry-free atmosphere centered on relaxation and healing could provide brands with a unique path for effective marketing in a tension-filled society.