From Symbol to Emotion: Exploring the Consumption Culture of "The First Cup of Milk Tea in Autumn"

Abstract

The "first cup of milk tea in autumn" phenomenon is a typical case of emotional consumption among young people in the era of social communication. Combining semiotic and consumer culture theories, this paper analyzes the evolution of this phenomenon from a spontaneous social behavior of users to a large-scale consumption practice, and clarifies the logic of its symbolic transformation. With the combination of concrete symbols such as "autumn", "the first cup" and "milk tea" as the carrier, it connects emotional and social meanings, including "the warmth of being cared about", "a signal of social connection" and "a label of young people's lifestyle". Eventually, it completes the mythologization of symbols and becomes an annual consumer culture ritual. The study draws the following key points: Firstly, this phenomenon is a "bottom-up" sample of consumer symbol generation, which supplements the research dimension of non-brand-led consumer symbols. Secondly, it reveals the path for lightweight consumption to carry emotional and social demands, enriching the research framework of emotional consumption. Finally, this local case provides empirical support for understanding the cultural characteristics of domestic young people constructing a sense of life ritual through low-cost methods.