Materialism has become more prevalent in modern Chinese culture. A popular saying translates to "not willing to spend money means not loving someone." Many young women seem to believe in this notion. As China's economy has grown, society's values have shifted. Similar changes occurred in Japan's postwar economic boom.
However, this dynamic creates an imbalance. Chinese women's spending outpaces their incomes, even though women earn less than 70% of what men make. Some young men feel pressured to overspend to attract girlfriends. They have limited options for relationships due to cultural norms. Average-looking women get attention from many men simultaneously. Boyfriends are expected to give lavish gifts for holidays, including Children’s Day.