Emerging Paradoxes in the Consumption Economy: A Socioeconomic Examination of the Lipstick and Labubu Economies

Öz

This study examines youth consumption practices during periods of economic uncertainty through the conceptual lenses of the Lipstick Economy and the Labubu Economy. The research adopts a qualitative-oriented design combining systematic literature review, secondary data analysis, and social media content analysis. Official datasets from TÜİK, ILO, OECD, and the World Bank were analyzed, and social media posts shared under the “#Labubu” hashtag on TikTok and Instagram between 2022 and 2024 were examined using thematic coding. Findings indicate that youth unemployment intensifies symbolic and micro-scale consumption behaviors, while social media visibility transforms consumption into a form of identity performance. The Lipstick Economy explains the shift toward accessible luxuries during economic downturns, whereas the Labubu Economy represents digitally mediated, nostalgia-driven micro-consumption patterns. The study argues that these consumption dynamics should be understood not merely as individual choices but as structurally embedded responses shaped by neoliberal economic conditions and digital culture.

Anahtar Kelimeler

• Consumption Habits
• Lipstick Economy
• Labubu Economy
• Youth Unemployment
• Financial Literacy

Tüketim Ekonomisinde Yeni Paradokslar: Ruj ve Labubu Ekonomilerinin Sosyoekonomik Analizi

Öz

Bu çalışma, ekonomik belirsizlik ve kriz dönemlerinde genç bireylerin tüketim pratiklerini “Ruj Ekonomisi” ve “Labubu Ekonomisi” kavramları çerçevesinde analiz etmeyi amaçlamaktadır. Araştırma, nitel ağırlıklı bir tasarıma dayanmakta olup literatür taraması, ikincil veri analizi ve sosyal medya içerik çözümlemesi yöntemlerini bir arada kullanmaktadır. Çalışma kapsamında Türkiye İstatistik Kurumu (TÜİK), Uluslararası Çalışma Örgütü (ILO), OECD ve Dünya Bankası verileri incelenmiş; ayrıca 2022–2024 döneminde TikTok ve Instagram platformlarında “#Labubu” etiketi altında paylaşılan içerikler tematik kodlama yöntemiyle analiz edilmiştir. Elde edilen bulgular, genç işsizliğinin sembolik ve mikro ölçekli tüketim eğilimlerini artırdığını; sosyal medya görünürlüğünün tüketimi kimlik performansına dönüştürdüğünü göstermektedir. Ruj ekonomisi kriz dönemlerinde erişilebilir lükslere yönelimi açıklarken, Labubu ekonomisi dijital kültür ekseninde nostalji ve aidiyet temelli mikro-tüketim biçimlerini temsil etmektedir. Çalışma, bu tüketim örüntülerinin yalnızca bireysel tercihlerle değil, yapısal ekonomik koşullar ve neoliberal tüketim kültürü ile birlikte değerlendirilmesi gerektiğini ortaya koymaktadır.

Anahtar Kelimeler

• Tüketim Alışkanlıkları
• Ruj Ekonomisi
• Labubu Ekonomisi
• Genç İşsizliği
• Finansal Okuryazarlık

Kaynakça

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