Nowadays, in the fast-paced urban life, "emotional consumption" has become a new way of consumption. Data shows that over 90% of young people recognize emotional value, and nearly 60% of young people are willing to pay for emotional value. Recently, some media have found that spending small money to do big things and paying for happiness is the consumption attitude of many young people. On the second floor of a shopping mall in Huangpu District, Shanghai, a "Happy Gift House" sign stands out, attracting a continuous stream of consumers who choose to pay. In traditional consumption patterns, people pay more attention to the practical value and cost-effectiveness of goods, and consumption behavior often revolves around meeting basic living needs. But after the material needs are greatly satisfied, people's pursuit of the spiritual level becomes increasingly strong. Young people grow up in an era of relatively abundant material resources and have a higher sensitivity to the spiritual world. Emotional consumption provides them with a way to release stress, express themselves, and pursue happiness. By purchasing emotionally valuable goods or services, young people can find a moment of tranquility and satisfaction in their busy lives, gaining emotional comfort and spiritual pleasure. This shift in consumer attitudes not only reflects people's yearning for a better life, but also injects new vitality into the consumer market, prompting companies to pay more attention to the emotional connotation and cultural added value of their products, thereby enhancing the quality and level of the entire consumer market. Behind the flourishing development of "emotional consumption", there are also some problems. This consumer sector is still in its early stages of development and lacks clear industry standards and regulations. Some businesses are willing to produce low-quality products in order to quickly cater to the market. In addition, some consumers, driven by emotions, may blindly follow the trend of purchasing, ignoring their actual needs and economic capacity, leading to overconsumption and waste. Some unscrupulous merchants take advantage of consumers' emotional weaknesses to carry out false advertising and induce consumption, further disrupting market order and damaging consumers' legitimate rights and interests. Faced with the growing demand for emotional consumption, it is particularly urgent to increase product innovation efforts. Enterprises should conduct in-depth research on the emotional needs and psychological characteristics of young people, and develop more creative and personalized emotional consumption products based on fashion and cultural trends. For example, launching some meaningful cultural and creative products that combine traditional culture with modern design; Develop interactive experiential consumption projects, such as theme parks and immersive theaters, to provide consumers with a comprehensive emotional experience. By continuously innovating products and enriching the categories and forms of "emotional consumption", we can better meet the diverse needs of consumers. At the same time, it is crucial to cultivate a rational consumption concept and maintain good market order. Strengthen consumption guidance to make consumers understand that although "emotional consumption" can bring temporary happiness, it should not be the entirety of life, and should be consumed reasonably according to their actual situation and economic ability. At the same time, we will strengthen market supervision, establish and improve market access and exit mechanisms, severely crack down on illegal activities such as false advertising and counterfeiting, maintain market order, and safeguard the legitimate rights and interests of consumers. Only by allowing consumers to consume rationally and in a fair, just, and orderly market environment can the sustainable development of "emotional consumption" be achieved. The rise of "emotional consumption" is a product of the development of the times and an inevitable upgrade of the consumer market. It has brought people new consumption experiences and enjoyment of life, as well as some challenges and problems. For this emerging consumer sector, we should not only be satisfied with the current prosperity, but also take a long-term perspective, provide good services and guidance, and make this new consumption model an important force to improve people's quality of life and vigorously boost consumption. (New Society)