At the turn of the year, JD Health, the health and pharma arm of JD.com, teamed up with the Shanghai Mental Health Center (SMHC) and Sanlian Lifeweek (三联生活周刊) magazine for a special edition, looking back at our emotions in the past year. The three parties worked together to compile a list of 10 emotional keywords for 2024 and created 100 “emotional outlets” (情绪流转处) in Beijing and Shanghai to raise awareness about emotions.
With the help of experts from SMHC, aka 600 South Wanping Road, JD Health’s list of 10 emotional keywords of 2024 includes“淡淡的” (indifferent), “那咋了” (so what?), “红温” (heated but not melt-down), “xx岁正式xx的年纪” (certain age is for certain things), “又幸福了” (I feel happy again), “硬控” (dominated by something), “偷感很重” (guilty pleasure), “passion”, “随时发疯” (go a little crazy sometimes), and “短逃离” (short escapes, or “gap moments”). These are all self-care trends that went viral in the past year.
For the offline campaign, the three partners also launched 100 “emotional outlets,” i.e. inspirational or relatable quotes about emotions painted or printed on random places like signs, on the pavement, or in shop windows to raise awareness of emotional and mental well-being. A huge public bulletin board with the words “100 emotional outlets” was put up in the Sanlian Taofen Bookstore (三联韬奋书店) in Beijing for people to post their own notes on their emotional journey through the year of 2024.
JD Health collaborated with SMHC in November to launch a large installation in Shanghai to raise awareness of emotions. The campaigns are to promote the online counselling service available on the JD Health app. With the economic headwind in 2025 and people’s increasing awareness of holistic wellness that includes emotional and mental well-being, services like these will likely grow in demand.
