Soul Zhang Lu and Fudan University Collaborate to Decode Gen Z Behavior

Under the leadership of the founder and CEO of Soul, Zhang Lu, the research wing of the social platform has released multiple reports highlighting Gen Z trends and the overall perception and approach to life that this cohort has.

The reports have always been insightful, thanks in part to the efforts put in by the researchers and of course to the fact that Soul Zhang Lu’s platform serves as a hub for China’s Gen Z. So data is plentiful and can be accessed through surveys conducted through the app.

For their latest, the “2025 Gen Z Social Trend Report”, the team of Soul Zhang Lu collaborated with Fudan University and used responses offered by more than 11,000 survey participants as well as publically available user-generated content on the platform.

The aim when compiling this report was to understand the social and emotional tendencies of Gen Z and the changes these will bring to the companionship, relationship, socializing, and buying trends of youngsters in China.

When observing the dynamics of romantic relationships, Soul Zhang Lu’s team found that there were polar opposites within the cohort. Plus, the reasons and motivations for choosing a particular life status were not only different from those of previous generations but also varied among genders.

For example, as was expected, the keyword “Romantic love” attracted about 3.59 million interactions and about 80% of those surveyed (below the age of 30) said that they wanted to transition out of single life and walk into a romantic relationship.

Those who said finding love was tough blamed this on small social circles, value differences, and communication disconnects. But, not everybody was keen on giving up their single status and this was evident in the fact that the hashtag #QualitySingleBeatsLowRel got 1.65 million views in 2024.

When the researchers of Soul Zhang Lu quizzed the survey participants about the impetus to stay away from romantic relationships, women attributed their choice to the desire for personal growth while men blamed previous relationship issues and financial constraints.

The researchers in the team of Soul Zhang Lu called these opposing views the “Paperclip Paradox”, terming it so because it reflects a journey that seems to bring people right back to the starting point. And this wasn’t the only paradox observed. Gen Z’s social behavior had its own blend of opposites.

For instance, in 2024, the “Gu Liao,” or guaranteed chat partners trend saw an impressive 76% rise in engagement, with users flocking to hashtags like #lookingforguliao. Also, #SearchingforZhangHuaimin went viral, which showed that youngsters are yearning for spontaneous and dependable friendships.

The responses received by Soul Zhang Lu’s team confirmed the affinity for these trends, with nearly 70% of respondents stating that they preferred sharing emotions with their Gu Liao over romantic partners or strangers. And the paradox continued with those who sought an “always present for chitchat” friend also seeking solace in silence with the new age concept of SilentConnectLive.

The hashtag about the trend received 800 million views which speaks volumes about its popularity. The concept promotes a form of silent live chat meant to foster a non-verbal sense of companionship. Instead of using words, participants connect through ambient life sounds, emphasizing that connection does not always require words.

While perusing data about Gen Z’s fascination with outdoor sports, Soul Zhang Lu’s team found that China’s Zoomers had developed quite a penchant for outdoor activities like hiking, jogging, and cycling. Hashtags like #today’scyclingcheck-in witnessed a 120% year-over-year growth and about 62% of the survey participants said that connecting with nature was their most preferred method of emotional healing.

Researchers also found another unique approach that Gen Z uses to handle emotional turmoil. It’s called E-Ibuprofen and it involves re-connecting with the simple joys of childhood through products that have no practical/material value but offer much more in the form of instant happiness.

Toys, including plush toys, collectibles, and anime-themed products were all included in this category of purchases, and surprisingly, Gen Z does not think twice when spending on such goods. In fact, an earlier survey by Soul Zhang Lu’s team revealed that over 40% of Gen Z prioritized joyful consumption—whether through travel, gaming, or hobbies.

A closer look at these trends reveals that Gen Z is committed to maintaining and improving emotional well-being and mental health. And these youngsters certainly do not mind using technology to meet these goals. In particular, a growing interest was observed in the role of AI companions in the lives of Gen Z.

Approximately 40% of respondents expressed a willingness to confide in these virtual entities and even pointed out their potential to alleviate loneliness. Moreover, Soul’s AI virtual partner feature, launched in 2024, engaged over 1.3 million users, confirming that Gen Z is indeed keen on befriending virtual beings.

While Zoomers spend a lot of time online and are quite comfortable in the digital world, they also want to get out there and explore the sights and sounds of the offline world. Soul Zhang Lu’s researchers observed that Gen Z prioritizes experiences that offer a balance of cost-effectiveness and emotional enrichment, with activities like music festivals and gaming interactions topping their list of joyful expenditures.

After analyzing all that information, Soul Zhang Lu’s research team finally came to the conclusion that through hobbies, creative pursuits, and meaningful connections, Gen Z continuously cycles between disenchantment and renewed inspiration. And as 2025 unfolds, Zoomers will redefine relationships, emotional well-being, and life satisfaction in their own unique way, which will undoubtedly impact the world of commerce as well the society.