From “Buying Milk Tea” to “Buying Emotions”: An Analysis of Milk Tea Co-branded Marketing and the Rise of Generation Z's Emotional Economy
Abstract
In the context of the backdrop of a global economic downturn and the rapid development of social media, the "emotional economy," a new consumption model centered on "emotional value," has rapidly emerged. This article takes the phenomenon of milk tea co-branded marketing as a starting point to explore how it precisely meets the emotional needs of Generation Z. It first analyzes the historical context for the rise of the emotional economy, including shifts in the global economic landscape, intergenerational shifts in perspectives, and the catalytic role of social media. It then decodes the sophisticated mechanisms by which milk tea co-branded marketing creates emotional value through IP selection, product design, and marketing strategies. Finally, drawing on Jean Baudrillard's theory of symbolic consumption and Ali Hochschild's theory of emotional labor, the study critically reflects on the underlying social concerns of the emotional economy, such as emotional alienation and health and environmental protection, and offers perspectives and recommendations for brands and consumers.
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