Earlier this year, the "reverse comparison" trend — also known as "flaunting poverty" or "sharing struggles" — surged on social media platforms like Xiaohongshu, Weibo, and Douyin. Instead of showcasing expensive trips or career advancements, as was common from 2010 to 2020, some Gen Z individuals are now openly discussing low salaries, mounting pressures, and their frugal spending habits.

"My roommate snagged two bags of laundry detergent for one yuan (VND 3,500), which kept me awake all night with envy," read a post that garnered 52,000 likes on Xiaohongshu. In another post with thousands of interactions, a user shared: "I gritted my teeth in frustration when I learned my friend bought 100 sheets of A4 paper for just 0,99 yuan."

Beyond showcasing ultra-cheap finds, numerous posts sharing tips for surviving in megacities like Beijing and Shanghai on a budget of 3,000 yuan (over 400 USD) per month have also gone viral.

An influencer showcasing a cheap clothing style in Shanghai, 9/2025. Photo: SCMP

In late 2025, a report on consumption trends by McDonald's China identified "reverse comparison" as one of five defining youth trends. It highlighted that young people are now competing on "value for money" rather than extravagant spending. According to a survey by Xinmin Evening News, 55% of participants in this trend reported a shift in their consumption values, while 35% prioritized seeking high-quality yet affordable products.

This shift offers psychological relief. One user commented: "When everyone shares their failures, I no longer worry about comparing wealth; instead, I feel relieved knowing that everyone is struggling."

Gu Junhui, a strategy director at a Guangdong enterprise, believes that young people opting for cheap or second-hand goods does not mean they lack aesthetic taste. The core reason is their diminished financial capacity amidst an evolving economy. If conditions allowed, they would still aspire to a high-quality lifestyle.

From a sociological perspective, Professor Yang Xueyan from Xi'an Jiaotong University views this trend as reflecting young people's self-deprecating and defensive mindset. In a fiercely competitive environment, flaunting wealth can easily provoke envy. Conversely, "sharing struggles" helps them build empathy, reduce expectations, and alleviate pressure from those around them.

"However, if overused, this trend could stifle ambition, leading to widespread pessimism and obscuring young people's future prospects," Yang warned.

Ngoc Ngan (According to Sina Finance, SCMP)