Tik Tok brought with it many new trends, some fun, some a bit more concerning. Among the most “New Age” trends on the platform, was the idea that “Healing crystal” could give you health, fortune and love. Superstars such as Kim Kardashian have supported the benefits of crytals worldwide.
These products, often manufactured in China, have now started to get traction in their home market. Let’s study the spread of “Crystal fever” in China.
Crystals go viral
Mentions and sales of crystals have boomed in the last few months :
- On e-commerce platforms, the crystal market reached 3 billion RMB in 2024, a 319.84% YoY growth, led by beaded bracelets and hand chains, which accounted for over 36% of the total category share.
- Over 2.48 million crystal-related posts have been published on REDnote over the past year, generating 2.32 billion views, making “crystals” one of the most discussed lifestyle categories on the platform.
- During the 2025 618 sales season, crystals ranked as the No.2 most popular jewelry material on RED, with a 22% increase in popularity. 9 out of the top 10 jewelry products featured crystals, reaffirming their continued dominance in the category.
Demographics & usage
Crystals are particularly popular among 18–23-year-olds, with a TGI (Target Group Index) of 239.01, suggesting an extremely high affinity among Gen Z. They emerged as part of China’s booming “ritual economy,” with young consumers turning to crystals for spiritual comfort, emotional expression, and aesthetic value.
Crystals serve as metaphors for inner healing, in a country where economic prospects can sometime seem uncertain, especially for the younger generation. Creators are driving virality with content on “manifestation rituals,” “good luck crystal pairings,” and “cleansing guides”. Platforms like RED and Douyin have seen a surge in engagement on crystal meditation and emotional manifestation. Users share “activation rituals” and “energy experiences” building a form of spiritual social networking.
Because crystals are linked with moods and hopes, the idea of choosing crystals based on mood can also turn OOTD styling into a form of emotional self-expression.
Given the young target audience, price accessibility is a major factor: nearly 30% of crystal products are priced between 50–100 RMB, offering a cost-effective entry point for “self-care consumption.”
How do brands leverage crytals ?
Amber Lollipop (Founded in London 2021)
Amber Lollipop partnered with over 60 KOLs on REDnote to promote its new crystal collection. Crystal rings surpassed 3,000 sales, ranking No. 8 among Tmall’s fashion jewelry brands.
Tender Society (Founded in 2018)
Rising indie label Tender Society has captured attention by fusing Eastern aesthetics with spiritual storytelling. Their viral “Fu Yun Series” bracelets got high impression on REDNote with celebrity mentions. Tender Sociey cooperate with Top-tier livestreaming Dongjie and other KOLs with more than 1 million sales during 2025 sales season on RED.
What’s to learn from this trend ?
First of all, it is useful to remind customers not to be too naive: crystals marketing often rely on scams preying on people’s insecurities and hardshops to offer quick-fix solutions. As such, brands should not confuse marketing with emotional manipulation.
Usage of labels like “Job Interview Stone,” “Heartbreak Recovery Bracelet,” or “Obsidian for Toxic People” resonate deeply with specific life scenarios, but also risk making false promises to customers.
This trend however remind us that, in what many feel accross the world as uncertain times, customers are looking for solutions to feel more grounded and safer. Brands can choose to adjust their communication and positionning to provide much-needed confidence and hope, while remaining within the boundaries of ethics and law.