How Gen Z app Soul is tackling China’s ‘friendship recession’ ...Middle East

China is in a “friendship recession,” where young people have an average of 2.5 close friends, according to a survey by Chinese social app Soul. The term, which was one of the platform’s buzzwords in 2023, reflects the difficulties Gen Z users face in making and maintaining friendships. Other keywords this year, such as “buddy search,” “authentic personas,” and “anti-emo,” paint a clearer picture of their emotional turmoil and desire for belonging. “We think it is due to the increased geographical mobility and the fast pace of life,” says Amanda Fan, head of marketing center at Soul. “But socializing is a must-have for everyone, so we can see that younger generations are now trying to explo

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How Gen Z app Soul is tackling China’s ‘friendship recession’ ...Middle East

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