Why 'useless' things sell: A 'crying pony' and emotional consumption

A stuffed toy horse that came with an unexpected flaw – a mouth stitched upside down into a frown instead of a cheerful smile – became a social media hit as its oddly expressive face struck an emotional chord with younger netizens.

Just days ago, toy manufacturer Zhang Huoqing shared a video on social media begging netizens to take the mis-stitched pony home. Unexpectedly, her video received swift feedback with many shoppers asking how they could buy a "crying pony."

To meet surging demand, a dozen production lines are now running at full capacity to produce more than 10,000 units daily.

"It looks like me when having to get up early on a Monday morning," and "This is me when asked to pay the rent!" were just two of the comments that overwhelmed Zhang's video. And this is why a flawed pony took the internet by storm – it struck a universal emotional chord that says it's fine to be unhappy or feel down.

In this market for melancholy, the "crying pony" is just one of many popular, cute knick-knacks that seem useless and gratuitous but actually offer priceless emotional comfort to their owners.

The designer toy brand CuriCure has perfectly tapped into consumer desire for inner peace and strength. Its founder, Qi Yuting, creates curly-haired elephants adorned with handmade clay decorations. Their eyes appear to talk, and their colorful decorations reveal their individual personalities. Qi hopes her designs convey a sense of inner power, reflecting the idea that everyone is independent and radiant.

Although they are priced at over 1,000 yuan ($143) for the largest size, CuriCure elephants attract buyers seeking companionship and encouragement as much as a toy.

Aesthetic trinkets play a unique role as an emotional outlet. They not only carry their owner's hopes and dreams, but also their ambitions.  

Art toy creators stay closely attuned to popular trends in society. Recently, a series of bag charms, key chains, and other decorative objects featuring the image of a mahjong "green dragon" – a symbol of fortune and prosperity – hit the market, and resonated deeply with the younger generation. They convey one overriding sentiment: "I want to get rich! Who can say no to getting rich?" Younger generations seem to be unabashed about their ambitions and yearning for wealth. And, to some extent, these "useless" items openly channel a generation's ambition and motivate their pursuit of wealth.

Furry toys, bag charms, key chains and an array of "useless" decorations are sweeping the market, not only for their adorable appearance, but most importantly, they are a form of emotional release.