Chinese Youth Splurge $28,000 a Year on Luxury Photo Shoots, Redefining 'Face' Culture

Haimati Photography has become a symbol of this shift in consumer behavior, with its high-end services and personalized aesthetic shooting techniques tailored to young people. The studio's annual revenue of around 2 billion RMB and peak valuation of 10 billion RMB indicate a thriving market for professional photography, particularly among young consumers.

However, not everyone is convinced of the value for money. Some comments on social media express skepticism about the quality of Haimati's services, citing issues with costume quality, makeup skills, and lighting. Others criticize the resulting photos as being overly edited and unrealistic, potentially causing issues for official documents like exam registrations.

Despite these criticisms, many young people see spending on Haimati photos as an investment in professional presentation, personal branding, or simply a way to achieve a desired aesthetic for social media. For some, it's about marking important life events, such as birthdays, graduations, or anniversaries, while others are passionate about photography and personal imagery.

The trend highlights a departure from traditional Chinese "face-saving" culture, where spending on visible status symbols was common. Young people are opting for more practical and personally fulfilling expenditures, even if they are high-cost. As one commenter noted, "It's not that they're unwilling to spend money, it's that they don't want to pay for superficial 'face' or be taken advantage of."

The phenomenon also raises questions about the authenticity of highly edited photos and the potential for distortion. Recent controversies, such as Haimati photos being banned for exam registrations due to excessive beautification, have negatively impacted user trust and brand reputation.

The growth of the photo industry, which exceeded 500 billion RMB in 2020 and is projected to reach 700 billion RMB by 2026, suggests a significant consumer willingness to pay for high-quality, personalized photographic experiences. However, the challenges faced by Haimati highlight the need for a nuanced understanding of the complex interplay between technology, self-image, and societal standards in contemporary China.

Ultimately, the trend of young people spending significant amounts on Haimati photography underscores the evolving landscape of consumer behavior, the power of personalized aesthetics, and the ongoing shift in values among young people in China. As one recent news headline noted, "Young people are no longer paying for face," but the high spending at Haimati suggests that "face" might still carry importance in specific contexts, like professional photos for personal branding or memories.