Abstract: Behind the wave of emotional consumption of Generation Z lie three fundamental emotional dilemmas. Firstly, the virtualization of social contexts has weakened emotional connections, fostering compensatory consumption. Secondly, digitalized communication patterns have eroded emotional competence, leading to convenience-driven consumption. Thirdly, accelerated societal changes have induced emotional fatigue, resulting in low-energy consumption. These dilemmas stem from three root causes: 1) disordered spatiotemporal experiences under capital control that have dismembered the hitherto stable emotional foundation; 2) restricted subjective meaning formation due to pervasive digital fantasies that has resulted in loss of meaning of life in symbol consumption; and 3) widespread self-exploitation within a competition-driven environment that has seized the youth with wide spread fatigue. To address these issues, efforts should focus on three key areas: first, rebuilding the spatiotemporal foundation for emotional connection by grounding practices in daily life; second, enhancing comprehensive literacy to strengthen emotional foundations and overcome competency gaps; and three, reinforcing value-oriented guidance to shape healthy emotional patterns through proper ideological education. A multi-pronged approach with sustained commitment is essential to promote positive and healthy emotional development among young people.

Key words: generation Z, emotional consumption, emotional dilemma, emotional dilemma-alleviation, governance strategy