A new wave of Chinese fund managers is proving that understanding youth culture isn’t just for marketing — it’s also driving real alpha.
Take Xie Tianyuan, a 30-year-old at Penghua Fund. This year, his fund has surged 24%, ranking in the top 3% out of nearly 2,300 Chinese peers, according to East Money data.
The secret? Dumping traditional giants like Kweichow Moutai and jumping headfirst into stocks riding the Gen Z consumption wave — names like Pop Mart, the company behind the cult-favorite Labubu dolls.
Xie says he doubled down on Pop Mart after witnessing its frenzied popularity abroad, particularly in Thailand. He believes Gen Z’s "emotional spending" — fueled by social media and fandom culture — is creating new consumption trends that many older managers fail to appreciate.
His approach shows up across the portfolio: big bets on cosmetics brand Mao Geping, pet product maker Yantai China Pet Foods, and others targeting niche yet rapidly expanding consumer categories.
Of course, the risks are real. Regulators recently took aim at blind-box toys, and analysts warn that some Gen Z favorites are trading at lofty multiples that already price in years of earnings growth.
Still, Xie is staying bullish. As he puts it, "Even old trees can sprout new shoots."
MoneyMaster Take
What should investors consider here?
• The Gen Z boom is powerful, but valuations in this space are often sky-high. Stocks can tumble fast if sentiment or policy shifts.
• Pick your spots. Not every "youth trend" stock will become the next Pop Mart. Look for earnings-backed growth, not just hype.
• Keep an eye on regulation. China's government moves quickly — and often unpredictably — to rein in fast-growing sectors tied to youth culture.
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