With Trump’s return to the US presidency and theoretical tariffs on China threatening to blow up the status quo in the room, the country remains mired in its own crisis of economic slowdown and market complication. especially for young people. A few months ago we said that most of us decided to “become” birds who are tired of everything, and now there is a big challenge that has gone viral on the networks. Survive on minimal monthly “payments”.

$70 a month for food. Amid the uncertain economic outlook in China, the Washington Post reported this weekend that thousands of young people are embracing what they call a radical austerity challenge: feeding themselves on less than 500 yuan (about $70) a month.

Known in the country as “proud frugality,” the movement is gaining popularity on platforms like Xiaohongshu, where participants share photos of their meals, break down food costs, and try to improve themselves by further reducing their monthly budgets.

From conspicuous consumption to strategic austerity. In fact, this event marks a cultural period. As Nikkei explained a few months ago, new generations are in some ways doing the opposite, leaving behind the ostentatious consumption of recent years when Chinese elites shamelessly flaunted luxury cars, hugely expensive watches and branded accessories.

In fact, as we said before, companies such as the very powerful LVMH, the world leader in luxury goods, have reported a decline in sales in China; this reflects that this change is now strengthened by the latest challenge. In contrast, the middle class appears to be embracing simpler living, for example, by prioritizing home cooking and savings strategies in the face of pessimistic economic conditions.

Stories of resilience. For example, the case of 28-year-old Xue, who lost her job as a financial advisor in Shanghai following the recession in the tech industry. He previously lived a comfortable lifestyle with frequent travels and regular shopping. After becoming unemployed, Xue was forced to cook at home and was able to reduce her food expenses by two-thirds. Now, with a budget of 332 yuan (about $46), he says he buys groceries online and takes advantage of deals. He even plans to continue his frugal lifestyle once he gets a job in order to avoid living paycheck to paycheck.

There is also the case of Zhao, a 32-year-old engineer who decided to join the challenge while working temporarily in Beijing. He combined his diet with the goal of reducing expenses, finding inspiration in simple and inexpensive foods such as bread, milk or vegetables. He found that he could spend less than 20 yuan a day to cook soup, fried rice, or makeshift hot pot. The approach was not only sustainable, but also allowed him to reflect on the efficiency of his diet and lifestyle.

Or save for a house. Here as an example, we see the case of 30-year-old Helena Lui, who decided to face this challenge with a basic idea: to achieve her goal of buying a house. A college professor in Henan province, he was already living rent-free, but wanted to cut back on food costs, which had previously been about $100 a month. Like others, Lui found satisfaction in a more modest life through simple meals like steamed buns and vegetables, and learned to prioritize his real needs over impulsive consumption.

A transformation? cultural. This frugality movement highlights a shift in the values ​​of Chinese millennials, who are now looking for ways to simplify their lives and save for long-term goals. The above stories and examples are a reflection of the extent to which the economic crisis has encouraged self-sufficiency and creativity in resource management.

Who knows, the cultural shift could signal a permanent trend towards more conscious and sustainable consumption in a generation that, like much of the world, is facing unprecedented economic challenges and is already showing signs of not wanting to follow in the footsteps of previous generations.

Image | Zhao Yongfang, Xue Yang

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