Trending in China: Don’t freak out if you see ‘Einstein’s Brain is for sale’ on e-commerce platforms

When Taobao unveiled its top 10 trending products for 2023, ‘Einstein's Brain’ was the top seller that captured people’s attention. The service is representative of China’s youth increasingly embracing businesses offering emotional services.

A leading seller clocked in over 90,000 orders for ‘Einstein’s Brain’ on Taobao, priced between ¥0.1 to ¥1 ($0.01-$0.14) each. These brains cater to various needs like ‘exam preparation,’ ‘financial success,’ or ‘romantic relationships,’ claiming that orders will ‘automatically boost intelligence’. Interestingly, sellers don't ship physical products but instead send encouraging messages. ‘Einstein's Brain’ has seen a remarkable surge in sales and on the popularity index, particularly during exam seasons.

Beyond ‘Einstein's Brain,’ other emotional services like ‘Tree Hollow’ have gained traction by offering virtual companionship. For a nominal fee, people experience moments of ‘emotional massage,’ creating a self-care buffer against stress and anxiety. These services essentially act as an ‘emotional cushion’ for individuals seeking relief, which seems to be an increasing need in China at present.