Forget dusty thrift stores and predictable online marketplaces. In China, there’s a digital realm that’s more akin to a bustling night market meets a hyper-futuristic bazaar: Xianyu (闲鱼). With a staggering 178 million young users logging in monthly, it’s a cultural phenomenon, a side-hustle generator, and a playground for China’s Gen Z.

Originally conceived by Alibaba as a simple platform for offloading pre-loved items, Xianyu—AKA “Idle Fish”—has exploded into something far more eclectic. Here, the transactional can become deeply personal, even bizarre. Need a custom-trained AI boyfriend for companionship? Xianyu has you covered. Looking to hire someone to walk your pet pig or rent a cosplay outfit for a weekend event? It’s all within a few taps. This unique landscape speaks directly to what we call the ‘earned value’ mentality among China’s youth. For this generation, snagging a half-price gym membership or adeptly flipping a rare collectible is a victorious flex—a badge of honor in the game of modern consumption.

The hustle on Xianyu is undeniably real. Last year alone, nearly 10 million individuals leveraged the platform to earn an average of $500 a month through a myriad of unconventional gigs. From offering expert gaming coaching to, surprisingly, impersonating a significant other for family gatherings, the diversity of services highlights an entrepreneurial spirit fueled by adaptability and digital savviness. It’s chaotic, yes, but built on dynamic chat interactions and community trust within its niche ‘Fishpond’ groups. Think less eBay, more a vibrant mash-up of Reddit’s community ethos and Depop’s marketplace flair.

For anyone trying to grasp the evolving purchasing power and cultural leanings of Gen Z, particularly in China, a deep dive into Xianyu is essential. It’s a compelling peek into how the next generation is not just consuming, but actively creating value and culture in ways we’re only just beginning to understand.

Cover image via Alizila.