Recently, Soul App research division joined hands with Fudan University’s Center for Communication and State Governance Research to compile the “2025 Gen Z Social Trend Report.” For the study, data was collected through a survey, which involved 11,000 participants, as well as content from the social networking platform.
The theme of the report was “Embracing the Era of Self-Pleasure and Enchanting the World”. Because all the information needed to compile the report came from the platform’s Gen Z users, it’s an insider’s account of how this generation thinks, feels, and perceives the world and what they hope for.
Society, as a whole, is undoubtedly more riddled with complexities and challenges than it ever was and Gen Z is coming into its own bang in the middle of this chaos. So, it comes as no surprise that China’s Zoomers have extraordinary approaches to connection and discovery that are challenging social paradigms.
For instance, connections, be they for friendship or relationship, primarily occur online now, so one would think that Gen Zers with their unprecedented access to technology and information, would have no problems forging new ties.
But, Soul App’s survey respondents continued to sing the same melancholic tune as their predecessors when discussing reasons for being single. Most cited a small circle of friends, communication problems, and mismatched values as the causes for not finding a suitable partner.
The researchers found that like millennials and boomers before them, Zoomers in their twenties pine for romantic love. This was made obvious by the year-on-year growth of 41% seen by hashtags like #IWantSweetLove. Also, almost a third of the people who responded to Soul App’s survey expressed a desire for a relationship.
At the same time, Soul App’s team found that many Zoomers, particularly women, were holding on to their single status out of choice. For them, the independence offered by the singleton lifestyle provided the room they needed for personal growth. In contrast, single men made it clear that they were staying away from relationships because of financial issues and unsavory experiences in the past.
As far as friendship was concerned, Soul App’s report revealed that youngsters want a friend who will be there when needed the most and who will listen to their woes empathetically. But, these Zoomers were certainly not willing to compromise on boundaries.
It is this desire for ideal social interactions that are neither overbearingly close nor too distant that is making youngsters search for their “Gu Liao (guaranteed chat partner). When discussing the conversations with these guaranteed chat partners, nearly 70% of surveyed users explained that they turned to Gu Liao to share emotions, celebrate joys, or seek comfort after breakups. They admitted being more comfortable sharing emotions with their Gu Liao than with romantic partners.
Beyond digital interactions, the Soul App survey found that physical experiences are becoming increasingly important for Zoomers. Outdoor activities such as jogging, hiking, and fitness are among the most popular pastimes for young people, with hashtags like #today’scyclingcheck-in gaining significant traction.
The fact that outdoor activities promote physical health is a definite plus for young people and the emotional reset these activities provide is a bonus. For instance, of the survey respondents, over 61% cited nature as their preferred remedy for stress. Moreover, in emerging urban hubs outdoor sports have become cornerstones of youth culture that blend personal wellness with community building.
In addition to physical activity, China’s youth are also using the pursuit of comfort and nostalgia for emotional health. For example, Soul App’s researchers found that plush toys, often associated with childhood, have taken on a new role as “electronic ibuprofen.”
This has led to a significant rise in demand for brands like Jellycat and characters such as Chiikawa. Rooted in the “kidult (kid-adult)” phenomenon, this fascination with holding on to a part of their childhood is indicative of the fact that Gen Z appreciates simplicity and even finds solace in it.
But, it’s not just toys that are attracting the attention of young adults. In general, Zoomers are all for “joyful consumption” which explains why discussions about anime-themed merchandise and products that are all about happy experiences saw an astonishing 576% monthly growth on Soul App in 2024.
Moreover, Gen Z is also opening their wallets for experiences such as music festivals and travel. For Zoomers, the idea is to spend money on experiences that act as mood enhancers today and leave lasting memories for tomorrow.
Another peculiar trend that created a buzz on Soul App was that of “SilentConnectLive”. The unconventional approach attracted almost 800 million views. This trend allows users to bond over shared ambient sounds rather than direct conversation. Simply put, this is a quiet method to combat isolation, one that does not overburden or overwhelm.
In addition to these findings, the Soul App team also found that Zoomers are very excited about the idea of having AI entities as chat buddies. In fact, many survey participants strongly believed that these digital entities could be the perfect solution to battle loneliness.
Also, unlike previous generations, Zoomers are open to discussing mental health issues in public forums. The aim for these youngsters is not only to confront their emotional baggage but also to create a non-judgmental space for others to do so. In keeping with this profound desire for self-awareness, themes like Narcissistic Personality Disorder (NPD) and “Separation of Tasks” sparked widespread discussions on the platform in 2024.
Finally, Soul App’s research team noted that Gen Z is making a fervent attempt to re-enchant themselves with life and everything it has to offer albeit in their unique way. Be it the rebellious act of pushing back against workplace norms or seeking hobbies that spark joy, young people are embracing the cyclical nature of disillusionment followed by enchantment as a means of personal growth.
In essence, by balancing tradition with innovation, and introspection with outward exploration, Zoomers are not only shaping their futures but also redefining the societal norms that surround them. And in doing so, they are reminding us all of the enduring power of curiosity, resilience, and the human spirit.