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, and social media has been flooded with tips on how people can survive on small amounts of money.
My work is dedicated to a minimalist way of life, one full-time influencer tells the BBC.
Videos by the 24-year-old, who goes by the online name Zhang Small Grain of Rice, feature content where she uses a bar of ordinary soap for all her personal cleaning requirements rather than expensive products, and showcases items that are good value for their longevity.
I hope more people will understand consumption traps so they can save. This will reduce their stress and relax them, she said.
Others focus on budget eating. A 29-year-old known as Little Grass Floating In Beijing posts videos preparing basic dishes, claiming he can have two meals for a little over $1.
I am just an ordinary person... I have neither a good educational background nor a network of influential contacts, so I must work hard for a better life, he explains.
This mindset has encouraged a culture of saving; China’s recent graduates are increasingly worried about job security and economic prospects. Many express a desire for greater job stability over spending.
Analysts underline the potential ramifications on China's economy if trends do not shift towards increased domestic spending. With household consumption a mere 39% of GDP versus 60% in developed countries, urgent reforms may be necessary.
Economic experts like Helena Lofgren emphasize the need for a reevaluation of current strategies, which rely heavily on exports. People save more than they consume, and you need consumption to make up a bigger share of the economy. If China loses significant export revenue, it could struggle to empower its domestic market, she concludes.
