China is facing a number of economic challenges, and its government wants the next generation of consumers to start spending more for the good of all, but it is not having much luck convincing them to do so. Officials say insufficient domestic consumption across much of society is dragging on growth, but recent graduates have more reasons than most to be cautious. Youth unemployment has been hovering at just under 20% for some time; those who have jobs fear they could lose them, and the ongoing property crisis can make the prospect of home ownership seem unreachable, especially in big cities. This uncertainty is encouraging many of China's youth to embrace frugality, with social media awash with survival tips for living on a budget.

One influencer, known as Zhang Small Grain of Rice, promotes a minimalist lifestyle, showcasing how to use simple products, like a bar of soap for all personal cleaning needs. Another, Little Grass Floating In Beijing, demonstrates how to prepare meals that cost just over $1. With an impressive savings of over $180,000 over six years, he emphasizes the importance of cutting costs in a tough job market. As China's economy transitions from a producer of cheap goods to a high-tech economy, many worry that their education doesn't align with available job opportunities. The country's consumption patterns are under scrutiny, and analysts believe that without encouraging spending, the long-term economic outlook remains grim.