In 2025, “dopamine” marketing became the buzzword across major Chinese platforms, capturing the attention of brands and consumers alike.
Trending hashtags such as #DopamineFashion, #DopamineLiterature, #DopamineEmotions, and #DopamineGirls began dominating platforms like Xiaohongshu (RED), Weibo, Douyin, and Kuaishou (Kwai). The concept quickly transcended fashion, giving rise to dopamine-themed supermarkets, ice creams, copywriting styles, and even travel experiences. It seemed that nearly every consumer product or service could be linked to dopamine.
Dopamine is a neurotransmitter that plays a critical role in transmitting nerve impulses and is closely associated with human desire, excitement, and happiness.
At the heart of this trend is” Dopamine Fashion”, characterized by the use of bold, highly saturated, and vibrant colors designed to spark joy and evoke a sense of relaxation and positivity.
However, this “color trend” extends beyond aesthetics. It represents a strategic approach to emotional marketing, tapping into consumers’ desire for happiness and emotional well-being. By creating immersive emotional experiences, brands are meeting people’s deeper psychological needs, leveraging this vibrant trend to establish stronger connections.
Everything Can Be “Dopaminized”: How Can Brands Spark Emotional Flames of Consumers?
Exploring Emotional Leverage Points
At first glance, the dopamine trend seems to promote positivity in fashion and culture. Yet, on a deeper level, it serves as a mental reprieve in an era marked by widespread anxiety. After three years of emotional suppression during the pandemic, the easing of restrictions left many young people seeking outlets to combat feelings of despair. The rise of the “dopamine trend” has answered this call, providing a much-needed emotional release and filling a significant void.
Emotional Concretization and Visualization
The prioritization of happiness and self-expression, central to “dopaminization,” has resonated deeply with people. This sentiment finds tangible representation in marketing through the use of vivid, high-saturation colors, which symbolize joy and individuality. This form of emotional marketing bridges specific feelings like happiness and self-empowerment with a visual and actionable representation. By using bold color palettes, brands have tapped into a concept that is not only eye-catching but also easily replicable. This accessibility has spurred widespread adoption, as consumers eagerly replicate and personalize the trend through DIY creations, fueling its reach.
The “dopamine” concept has extended into other sensory realms, particularly fragrance. The emergence of “dopamine girl” perfumes, inspired by the movement’s ethos of positivity and self-expression, has captivated consumers. These fragrances now rival the popularity of “slay boy” scents, underscoring the trend’s versatility and cross-industry appeal.
Mastering Emotional Marketing: The Art of “Dopaminizing” Products
By incorporating vibrant, high-saturation colors into its products, the brand associates them with happiness and confidence while capitalizing on the buzz surrounding dopamine. Through a blend of marketing techniques such as experiential campaigns and promotional strategies, brands translate emotions into tangible experiences. Tools like color, imagery, and music create an emotional bond with consumers, enabling them to feel a sense of emotional satisfaction when using the products.
The high saturation colors of the dopamine trend captivate attention, stimulate the senses, and convey a youthful, positive, and fashionable image. While attracting consumer interest, this approach also imparts positive emotional value to the brand’s offerings.
Despite its appeal, the dopamine trend is inherently transient. Brands should avoid over-relying on “dopamine trend” color marketing as their primary focus. Instead, they must investigate the underlying psychological and cultural factors driving the trend.
“Dopamine” represents a fleeting psychological boost, and the “dopamine economy” often capitalizes on temporary excitement rather than fostering enduring engagement. While color marketing is a compelling tool for drawing attention, it should be seen as a gateway to deeper consumer interaction rather than an end goal. To sustain relevance, brands must go beyond superficial trends, delving into the evolving attitudes, desires, and values of modern consumers.
