Relying on emotional value to go global, are the first wave of metaphysics making money worldwide?
This is the 1896th sharing of Shenke New Consumption:
How did the first group of people selling metaphysics make money around the world?
Author | Donald
Source | Shenke New Consumption [ID: xinshangye2016]
Cover image | Pixabay
Metaphysics can also attract foreign consumers and even become an unassuming but lucrative gold - mining industry chain.
Foreigners are willing to pay up to 4,000 yuan for a feng shui consultation. The search volume of the word "fengshui" on TikTok has exceeded 3 billion. This is the money - making power of Chinese metaphysics.
Compared with well - established money - making products overseas such as short dramas and cross - border e - commerce, metaphysics is relatively unknown. However, most people don't realize that the industrial chain of this spiritual consumption has reached hundreds of billions.
When it comes to metaphysics, it is not like the meticulous commercial layout of the Shaolin Temple overseas, nor is it as eye - catching as the recently popular song "Achieve Great Success". Instead, it quietly makes money and makes foreigners willing to pay for it.
How did the first group of people selling metaphysics make money around the world?
01 Chinese Outbound Entrepreneurs Reaping the Benefits of Metaphysics
It is said that the end of science is metaphysics. So, what is metaphysics? Baidu Encyclopedia explains that "Metaphysics is an important branch of traditional Chinese philosophy. Its core characteristic is to explore the unknowable noumenon. This theory originated in the Wei and Jin Dynasties, with 'Laozi', 'Zhuangzi', and 'Zhouyi' (collectively known as the 'Three Metaphysical Classics') as the classical basis. It constructs an ontological system through propositions such as 'valuing nothingness' and 'advocating existence'."
In other words, metaphysics originated from the ancestors of the Chinese people, who believed in destiny and studied the five elements. This is actually fundamentally different from the early Western theology of God. Chinese metaphysics pays more attention to the combination of the laws of heaven and the ways of humanity. That is, through human calculation, evolution, and discrimination, it gives a popular explanation that is close to and beyond nature.
However, this theory is not only applied in the daily life of the Chinese people. It has also begun to become a spiritual sustenance overseas.
In an apartment in Manhattan, New York, at 3 a.m., 28 - year - old designer Lillian was carefully writing down a series of Chinese pinyin - "Guimao Year, Gengshen Month, Renwu Day" on her phone screen.
On the other end of the screen, a Chinese woman in a modified cheongsam was explaining in accented English: "There is a lack of fire in your eight - character horoscope, which means you are likely to be ignored in teamwork. It is recommended that you carry a red agate crystal with you." For this 20 - minute paid consultation, Lillian spent $1,000.
But this is not a psychological counseling service. It is a real payment for psychological comfort.
Similar scenarios are playing out around the world. Some foreigners don't believe in God but are obsessed with traditional Chinese folk knowledge.
On TikTok, the playback volume of the #ChineseFengShui tag has exceeded 8.7 billion, a 12 - fold increase compared to three years ago. On Amazon, the monthly sales of Pixiu bracelets marked as "blessed" exceed 20,000 pieces. Even Silicon Valley entrepreneurs are starting to invite people to use the "Six - Line Divination" to predict financing nodes. These things collectively known as "metaphysics" are being packaged as "emotional solutions" by a group of Chinese outbound entrepreneurs and are making huge profits in the global market.
Specifically, among the various Chinese metaphysical products going overseas, crystals are the most popular. Crystals seem to stand at the "crossroads" of Chinese and Western metaphysics.
Whether it is the Chinese theory of yin and yang and the five elements or Western tarot divination, stories and origins can be found in crystals. Not long ago, for Mother's Day, the best - selling gift on Amazon was a 25 - centimeter - tall life - tree ornament inlaid with about 300 natural crystal beads. Most of the merchants indicated that the crystals were from China.
Some media have reported that the most well - known crystal brand in the overseas market at present is Energy Muse. Its logo is a pattern similar to the Chinese Bagua. Its biggest selling point is the combination of crystals with Chinese elements such as copper coins, jade, and feng shui. It involves every element of traditional Chinese culture. Relying on the power of metaphysics, Energy Muse's annual revenue exceeds $2 million.
The "Research Report on Outbound Metaphysical and Feng Shui Products in 2025" points out that currently, Eastern feng shui and metaphysics are sweeping overseas under new identities such as "space energy science" and "environmental psychology". From 2022 to 2032, the CAGR of the global feng shui jewelry market will reach 5.8%. Crystal bracelets, fortune - attracting ornaments, etc. have become trendy "healing" products for Generation Z. Young users in Europe and the United States regard feng shui as a lifestyle, and the search volume has increased by 44% annually. "Crystal healing" and "AI fortune - telling" have become popular social terms.
It is not difficult to find that seeking psychological comfort and following social trends have increasingly become important factors for many foreigners to fall in love with Chinese metaphysics. Chinese metaphysics has thus become a veritable spiritual industrial chain.
02 How Did It Become an Industrial Chain?
Interestingly, rather than saying that the above - mentioned phenomenon has emerged in recent years, it is more accurate to say that foreigners' pursuit of Chinese metaphysics has a long - standing precedent.
As early as the 1970s, Bruce Lee turned kung fu into a global symbol, leading to the opening of tai chi studios all over Europe and the United States. After 2000, during the "Harry Potter" craze, many people studied the "Zhouyi" as an "Eastern magic book". In the past, it was mostly cultural curiosity, but now it has turned into real - money consumption. According to data from market research firm Statista, the global "occult services" market reached $48.7 billion in 2024, and the annual growth rate of the segments related to China exceeded 40%.
From the spread of Taoist culture decades ago to the current outbound expansion of metaphysics, these people actually have their own unique ways.
When Wang Ying first set up a stall in Los Angeles, she never thought she would become a "cross - border influencer". In 2019, she brought a box of compasses and feng shui books to a night market in the San Gabriel Valley. At first, she only read the eight - character horoscopes for Chinese people. Later, she noticed that many foreigners were curiously looking at the compass. "An American old lady asked me if I could help her figure out where to place the sofa in her home to make her husband drink less."
Wang Ying had an idea. She explained "the conflict between water and fire" in simple English and sold her a brass gourd. "Later, she brought five neighbors with her. That's when I realized this business could work."
Now, Wang Ying has her own team and has rented an office in Los Angeles. She specializes in "Sino - Western combined divination" - using tarot cards to draw a hexagram, interpreting it with the eight - character horoscope, and finally giving modern - style suggestions.
Her TikTok account "Ying's Magic" has 1.2 million followers. The rewards from live divination and private - domain consultations brought her revenue of over $3 million last year. "Foreigners don't understand the traditional Chinese concepts. You have to say 'feng shui is environmental psychology' and 'the eight - character horoscope is the code of personality'. Only then will they be willing to pay."
More "professional" than Wang Ying is "Lingji Culture" in Shenzhen. This company, founded in 2014, started with a fortune - telling app in China. In 2021, it turned its attention overseas and launched an English - version app called "Divine". There is no mention of "fortune - telling" in the app. Instead, it is packaged as a "life navigation tool". After users enter their birthdays, they will receive classified reports such as "career trends" and "interpersonal relationships". Unlocking a single report costs $3.99, and the annual membership is $99. According to its internal data, the number of overseas users reached 18 million in 2024, and the payment rate is three times higher than that in China. Among them, 65% are from Europe and the United States.
There are also more lightweight ways to do business.
Li Zhe, a post - 95s, posts short videos on TikTok about "before - and - after feng shui transformations": After moving the living - room mirror, the homeowner said "there are fewer arguments between husband and wife"; placing a green plant on the left side of the desk "increased work performance by 20%". These videos have an average of over 100,000 likes. He then put the overseas version of WeChat (WeChat) QR code in his profile and set up a group to sell courses - a $99 "Introduction to Home Feng Shui" course. He sold 5,000 copies in half a year and also managed to sell $12,000 worth of crystals.
The common point among these outbound entrepreneurs is that they "know how to package". They hardly mention "superstition" and instead use words like "Eastern wisdom" and "energy management". Just like the promotional slogan of a metaphysical studio in Los Angeles: "We don't predict the future. We only help you find the best frequency to get along with the world."
Gradually, the outbound expansion of feng shui and metaphysics has become a promising and low - key track, and it has迎来 new opportunities in the global market.
However, the rise of the global market for feng shui and metaphysical products is not so - called superstitious consumption. It is a real exchange of emotional value. The reason is that metaphysical consumption has become a new dark horse in the fields of "spiritual consumption" and "life aesthetics".
Data shows that the global market for physical and mental energy healing reached $78.58 billion in 2023, and it is expected to have a compound annual growth rate of 26.2% from 2024 to 2030. The market size of spiritual products and services was $180.18 billion in 2024 and is expected to reach $249.03 billion by 2032, with a compound annual growth rate of 4.4% from 2024 to 2032. Among them, spiritual books are very popular due to themes such as guiding personal growth and occupy a large market share.
Over time, feng shui and metaphysical products have formed a complete industrial chain ecosystem of "tools - decorations - consumables - digital products - services".
Among them, popular categories have more business opportunities. For example, the obsidian seven - star set in crystal ornaments is sold with the selling point of being bound to the energy field and constellation fortune. The purple crystal zodiac bracelet in metaphysical jewelry features zodiac protection and a blessing certificate. Feng shui plants like the money tree and divination products like tarot cards all focus on psychological healing and interest - based collection.
Taking the crystal healing market as an example, relevant data shows that its market size was $106 million in 2024 and is expected to reach $270 million by 2033, with a compound annual growth rate of 11.15% during the forecast period. In addition, the global feng shui jewelry market was worth $13.5 billion in 2022, with an expected annual compound growth rate of 6.2%. It is expected to reach $24.3 billion by 2032.
The core consumer groups willing to pay for these products include Generation Z, the new middle class, small and medium - sized business owners, and overseas users. Their purchasing motives are also diverse, ranging from psychological comfort to creating social currency, from cultural identity to utilitarian investment, with all kinds of niche consumers.
Different from the domestic market, overseas users are more willing to pay.
Zhang Lei, who is engaged in the cross - border metaphysical supply chain in Shenzhen, noticed an interesting phenomenon: Most of the Pixiu statues supplied to the domestic market are large - sized and shiny gold, as customers want "good fortune". However, the Pixiu ornaments sent to Europe and the United States are more likely to be small silver accessories, and most of the buyers' messages say "hoping to bring peace".
Behind this difference is the completely different payment logic of Chinese and foreign consumers. Overseas customers often say "I'm very confused recently" or "I feel that my life has lost its direction". What they want is not a specific answer but emotional comfort.
"In essence, they are buying 'certainty'," analyzed Chen Xi, a psychologist focusing on the overseas market. "After the pandemic, the global economy has been volatile, and the youth unemployment rate has risen. Many people can't find a foothold in life. Chinese metaphysics provides a complete explanatory system - if you're not doing well, it's not that you're not capable; it might be 'bad luck in the current year'. If you quarrel with your partner, it might be 'the conflict of the five elements'. This way of attribution can reduce people's self - negation."
To meet this demand, outbound entrepreneurs have made many local adaptations. For example, they changed "marriage compatibility based on the eight - character horoscope" to "relationship energy analysis" and "feng shui layout" to "space energy optimization". Amy, a divination master in Los Angeles, even developed a "workplace feng shui course" to teach foreigners how to balance work and life with the "five elements": "People with the fire element are suitable for starting a business, those with the water element are suitable for communication - related jobs, and those with the wood element should have more contact with nature."
In this way, this industrial chain has become more resilient, and the commercial monetization methods have become more flexible. For example, the common "voluntary reward" model in China doesn't work overseas. They prefer clearly - marked prices: a 15 - minute voice consultation costs $30; an on - site home feng shui inspection starts at $200; a customized "fortune - turning plan" (including crystals, talismans, and courses) can be sold for $500. Some people have also combined AI to develop an "intelligent divination" tool - enter your birthday and question, and the system will automatically generate an "Eastern astrological report", charging $1.99 per time. Last year, the download volume of a similar tool exceeded 10 million.
Now, the outbound expansion of metaphysics has evolved from individual retail operations to industrialization. In the early days, it was mostly part - time jobs for overseas students and immigrants. Now, professional teams have emerged: some are responsible for content promotion (shooting short videos, writing blogs), some for consultation conversion, and some for the supply chain (selling crystals and magical artifacts).
Last year, a Hangzhou - based company engaged in overseas metaphysical MCN received tens of millions of dollars in financing. The investor believes that "this is a new entry point for the emotional economy".
03 Feeding the World's Emotions: China's "Soft Power" Going Global
Ultimately, metaphysics meets the pursuit of self - satisfaction of the spiritual emotions of overseas consumers. Looking at the bigger picture, while metaphysics entrepreneurs are teaching foreigners how to set up feng shui arrays on TikTok, another group of Chinese people are reaping global emotions with short dramas, trendy toys, and Hanfu.
In Indonesia, Chinese - produced "CEO short dramas" have made local audiences crazy about paying $1 to unlock the ending. In Europe and the United States, Pop Mart's blind boxes have become a "stress - relieving artifact" for young people, with annual sales exceeding 1.2 billion yuan. Even Hanfu has sold 3 million pieces on Amazon thanks to the "time - travel costume - changing" videos on TikTok.
Even the recently popular global song "Achieve Great Success" or the Pop Mart dolls that sold out as soon as they were launched are essentially providing "emotional value".
The reason is simple. After the pandemic, the sense of loneliness and anxiety has soared globally. According to data from the US CDC, 60% of young people aged 18 - 29 had anxiety symptoms in 2023. A survey by the Japanese Cabinet Office found that 30% of office workers felt that "life is meaningless". When people's spiritual needs are magnified, whoever can provide solutions can occupy the market.
Chinese merchants have just seized this opportunity. On the one hand, there are too many "emotional symbols" in Chinese culture that can be transformed: metaphysics provides "certainty", short dramas provide "a sense of excitement", trendy toys provide "a sense of companionship", and Hanfu provides "a sense of ritual". These symbols don't require complex technological barriers like high - tech products. As long as they are well - packaged locally, they can be quickly replicated.
On the other hand, the Internet has completely lowered the threshold for going global. In the past, Chinese culture went global mainly through Confucius Institutes and foreign - trade products, which was slow and costly. Now, with just one person and one mobile phone, millions of people on TikTok can see Chinese feng shui. Zhou Ming, the overseas head of Lingji Culture, calculated: "The customer - acquisition cost of posting a metaphysics - popularizing video on YouTube is 40% lower than in China, but the users' willingness to pay is twice as high."
Of course, there are also controversies. Some people say it is "cultural simplification", turning profound philosophy into a money - making tool. Others are worried that excessive commercialization will lead to misunderstandings of Chinese culture overseas. However, it is undeniable that when New York white - collar workers adjust their schedules according to the eight - character horoscope and Parisian girls go out confidently wearing Pixiu bracelets, Chinese culture is entering the lives of ordinary people around the world in a more "light - weight" way.
As more and more Chinese cultural products go global, the phenomenon of foreigners being willing to pay for "emotional symbols" is becoming increasingly prominent. From this perspective, the outbound expansion of metaphysics is not the end but the beginning of Chinese culture's participation in the global emotional economy.
After all, in this uncertain world, whoever can provide comfort can win people's hearts and wallets.
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This article is from the WeChat official account "Shenke New Consumption". Author: Donald. It is published with permission.
