Post-gaokao spending marks rite of passage for Chinese teens
BEIJING (June 27): As the plane touched down at Beijing Capital International Airport, 18-year-old Zhao Zhixing from east China's Fujian Province snapped a selfie from his window seat, marking the start of his first solo trip after the grueling national college entrance examination, or gaokao.
'After the intense pressure of high school, I want to relax by traveling and, at the same time, broaden my horizons by experiencing the charm of different cities,' said Zhao, who planned his post-gaokao trip to Beijing and Nanjing – over a week of sightseeing, theme parks and no textbooks – as soon as the exam ended.
For millions of Chinese teens like Zhao, the end of the gaokao signals more than just academic relief.
It ushers in a unique consumer trend known as the 'post-gaokao economy' as students and their families celebrate hard-earned freedom with a surge in spending on travel, electronics, lifestyle upgrades, and self-discovery experiences.
This week, gaokao results have begun to roll out across the country, giving graduates even more reason to unwind and enjoy the summer break.
Emotional spending spike
Across China, industries ranging from tourism and consumer electronics to personal training and medical services have reported a spike in activity in the weeks following the gaokao, which is held in early June every year.
According to data from Ctrip, bookings for travel packages departing between June 9 and June 11 rose by 88 per cent compared to the previous week, as many high school graduates chose to begin their trips immediately after the exam.
Destinations such as Beijing, Chengdu, Hangzhou and Xi'an are attracting large numbers of student travelers, with many scenic spots offering discounted or free admission for this year's high school graduates.
Retailers are also experiencing growth, with electronics ranking among the top purchases.
Sun Jian, store manager of JD MALL in Chongqing, said that alongside popular items like smartphones, laptops and tablets, sales of learning devices, digital notebooks and wearable gadgets have risen by 40 to 50 per cent compared with the pre-gaokao period.
Given the immense importance of the gaokao in Chinese society, both students and parents often turn to travel, shopping, or celebration as a way to find emotional release after years of academic pressure.
'My son enjoys gaming, so we promised him that if he focused on preparing for the exam, he could fully relax and have fun afterward,' said a customer surnamed Zhuang, who was shopping for a laptop at a store in Fujian's Quanzhou City.
Zhuang added that he was willing to buy the best he could afford for his son, as it would also be useful for college.
Style makeovers soar
Beyond just spending, the post-gaokao period provides a glimpse into how today's youth are starting to explore their identities and passions.
From solo trips and comic con visits to photography workshops and fitness classes, students are using the time to pursue their personal interests.
A community gym in Beijing's Xicheng District has seen a surge in visitors this June.
'We receive numerous inquiry calls daily, and many new members are recent high school graduates,' a gym staff member said.
'They hope to use the summer for structured training to enter university better prepared both physically and mentally.'
Zhang Qingxi, a high school graduate from Huangping County in the southwestern province of Guizhou, began driving lessons just days after the gaokao.
'I hope to get my license this summer,' she said.
'Once I have it, I plan to travel with friends and see the places I've only read about in books.'
According to Zhang, nearly 100 students who recently took the gaokao attend driving lessons at her training center daily.
Many students are also taking greater interest in their appearance and personal style.
Wang, a hairdresser from Xi'an, said the number of students coming in for hair dyeing has surged since the gaokao, and to keep up with the demand, the salon has even extended its hours.
'Graduates often choose trendy and unique hairstyles, and some even bring in anime-style designs from comics for inspiration,' said another hair salon employee.
According to data from Meituan, orders for vision correction surgery rose by 108 per cent in the first week after the gaokao, while orders for orthodontics and teeth whitening each saw a nearly 30 per cent increase week-on-week.
From test takers to decision makers
Like most post-gaokao travelers, Zhao planned his trip and handled all the bookings – from train tickets to hotel reservations – largely on his own.
'We don't know much about his plan. He's an adult and it's all up to him now,' said Zhao's father.
''Post-gaokao consumption' is not only a wave of youthful spending, but also an important window into the consumption trends among younger generations,' said Long Shaobo, professor from the School of Public Policy and Administration, Chongqing University.
According to Xia Ri, assistant researcher at Anbound, an independent think tank in China, high school graduates often seek novelty, quality and variety in their spending, which are traits typical of young people.
'As they gradually become independent decision-makers and key players in the market, their preferences are driving consumption toward greater personalisation and experiential value, accelerating consumption upgrades and product innovation,' Xia said. – Xinhua China gaokao national college entrance examination Xinhua
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