At this year's local two sessions, 'Joyful Consumption' entered the local government work report and policy statement, becoming an important window for observing changes in consumption structure. Not long ago, the phrase 'love you, old self' sparked continuous discussions on social media, and also propelled this concept from a hot topic on the internet to a broader public perspective. Some people pay for a cup of coffee, some go to a performance, and some invest in sports, wellness, or interest courses. Seemingly scattered individual choices are converging into a consumption trend that cannot be ignored. The rise of 'self pleasing consumption' is not accidental, but closely related to the changes in the current consumer demand structure. With the increasing richness of material life nowadays, consumption is no longer just about basic living needs, but more about what quality and experience people are willing to pay for. Digital platforms have reshaped the way information is disseminated and expressed, making interests and preferences easier to see and allowing previously dispersed needs to converge and amplify. Currently, in the context of constantly changing lifestyles, people place greater emphasis on spiritual satisfaction and self-identity. It is under the combined effect of these conditions that "self pleasing consumption" has gradually become a representative phenomenon in the current consumption structure. 'Joyful self consumption' is becoming an important force in promoting high-quality consumption. It drives the steady development of service-oriented industries such as culture, tourism, sports, health, education, and cultural creativity, and also promotes the transformation of urban space towards a more experiential and public direction. Featured bookstores, creative markets, immersive exhibitions, etc. continue to emerge, transforming consumer scenarios from single transactions to complex experiences, enriching daily life content. At the same time, the increasing demand for personalization and aestheticization among the public has made the product supply side pay more attention to design quality, product connotation, and brand responsibility. A group of market entities that combine cultural expression and social value are gradually growing, providing more resilient support for consumer upgrading. Furthermore, this consumption change guided by quality and experience is becoming an important pivot for expanding domestic demand. Unlike the traditional model that relies on commodity driven consumption, "self consumption" is more embedded in the service and cultural industries, with a longer industrial chain and greater added value space. It is deeply integrated with digital technology and diverse scenarios, which not only stimulates residents' consumption potential but also promotes the evolution of domestic demand structure towards a more stable and sustainable direction. To ensure the stable and sustainable development of 'self satisfied consumption', a more mature institutional environment and stable and high-quality market supply are also needed. While pursuing efficiency, platforms should also strengthen their quality orientation, allowing high-quality products and cultural content to have more ample display space, shifting from "grabbing traffic" to "comparing quality". Market entities must continue to deepen their cultivation in design innovation, product quality, and brand responsibility, so that "pleasing oneself" can be precipitated as a consumer choice with aesthetic taste and cultural connotation. At the public level, efforts should be made to optimize the supply of cultural tourism and public culture, improve the layout of urban cultural spaces, enhance the accessibility and participation of public resources such as museums, libraries, theaters, and sports facilities, and create a more open and inclusive environment for experiential consumption. At the same time, by improving consumer rights protection, people are willing to pay for quality while also being able to consume with peace of mind. The maturity of the individual subject is equally crucial. The rational and moderate judgment and selection of products by the public determine whether "pleasing oneself" can transform from a momentary trend into a stable and healthy lifestyle. The value of 'self enjoyment consumption' lies in opening up more diverse paths for the realization of a better life. Only with quality as the guide and culture as the nourishment, can 'self enjoyment' unleash consumption potential and improve the quality of life. Author: Zhao Qian (Lecturer at the School of Marxism, Anhui Agricultural University)