Singapore’s youth embrace underconsumption lifestyle as economic realities bite

From unboxing designer lipsticks to reviewing the hottest tech gadgets, TikTok and other platforms turned every swipe into a frenzy of ‘must-buys’ often hyped by influencers.

But the novelty of endless consumption has worn off and a new narrative has emerged on the same platforms that were the gateway to excessive shopping, giving rise to the countermovement among Asian youth: underconsumption.

In the past, Lim Yi Ying, a 35-year-old Singaporean business owner, could spend over S$1,000 (US$767) on Singles’ Day sales, even making repeat purchases without realising.

“During sales, or even when I’m bored, I would open shopping apps and scroll through and just find a reason to buy something – whether you need it, you will find a reason like it’s cheap or on offer or the deal is too good to resist,” the reformed shopaholic said.

“During a sale event in 2021, I accidentally bought two of the same Dyson vacuum cleaners – one on Shopee and another on Lazada. I didn’t even realise I bought the same product until both arrived. When you’re in the mood to shop, you can forget that you already bought it because there are so many purchases.”

But Lim has changed her habits since by being more “intentional” with her purchases, opting for hand-me-downs over new items and reducing waste wherever possible, all while documenting her journey and sharing tips on social media.

In a 30-second TikTok video posted two weeks ago, Lim shares how she maintains her underconsumption lifestyle, such as investing in simple or timeless clothes that outlast transient fashion trends and downsizing her wardrobe and shoe collection.

Her video is among thousands of social media posts celebrating frugality and romanticising conservative spending, with the