Reimagining the Neo-Pragmatic Lifestyle: EPWK Unveils “EPWK Curated Goods” in Strategic Upgrade

XIAMEN, China – EPWK, the first Chinese creative design concept stock on the NASDAQ Global Market (EPWK), is set to launch a new e-commerce platform, “EPWK Curated Goods,” within the next three months. This marketplace will feature curated physical products and cater to both Chinese and English-speaking audiences.

Positioned as a “Wellspring of Neo-Pragmatic Living,” EPWK Curated Goods aims to discover and offer creative products that excel in design, functionality, and emotional connection. The company’s mission is to elevate the daily routines of modern consumers who seek quality of life, transforming ordinary moments into experiences filled with surprise and aesthetic delight.

In today’s environment of abundant material supply, consumers are faced with a new dilemma: not whether they *can* buy something, but whether it is truly *worth* buying. This has led to the rise of “Neo-Pragmatism,” a consumer trend prioritizing emotional value and aesthetic expression. Younger generations expect products to not only fulfill their basic functions but also reflect their personal style, inspire resonance, and serve as extensions of their lifestyle.

EPWK views the launch of EPWK Curated Goods as a strategic pivot, leveraging its established creative services ecosystem to directly influence consumer lifestyles. The future English version of the platform is positioned as the cornerstone of a global brand expansion.

Founded in March 2011, Xiamen EPWK Network Technology Co., Ltd. (EPWK) operates a digital and intelligent creative transaction service e-commerce platform. EPWK was the first “Chinese Crowdsourcing Platform Stock” to list on the NASDAQ Global Market.

As of June 30, 2024, the platform boasted over 25.66 million registered users and had facilitated the completion of 4.6 million projects between 2019 and June 30, 2024, generating a Gross Merchandise Volume (GMV) exceeding $1.67 billion.

The company’s established resources and brand reputation within the creative services industry are expected to provide a strong foundation for the product selection process and supply chain development of “EPWK Curated Goods.”

From Utility to Emotional Connection: The Shift in Consumer Values

Traditionally, “utility” focused on a product’s practical function, primarily serving to solve specific problems. However, for Gen Z and Millennials, who are now the dominant consumer segment, the value of goods has expanded to include emotional connection and aesthetic expression.

The “Urban Life Explorer” demographic grew up in an era of rapid economic growth and widespread internet access, shaping their self-identity in an environment rich with information. Building on this foundation of material wealth, they are increasingly driven to achieve spiritual fulfillment and identity recognition through their purchasing choices.

This translates into two key dimensions of consumer motivation:

Firstly, at the “Emotional Utility” level, a product evolves from a tool to a companion. For example, while a standard alarm clock simply provides a wake-up function, a sunrise-simulating wake-up light with natural sounds offers a more nurturing experience, fostering an emotional connection that transcends mere functionality. This concept of “Emotional Utility” is a central screening criterion for “EPWK Curated Goods.”

Feng Mei, EPWK’s Head of Product Technology, explains that the “utility” defined by EPWK Curated Goods includes both functional and emotional needs. She cites the example of a ergonomically designed cup with a built-in starry sky projection at its base, which not only fulfills the need for hydration but also provides comfort and companionship on a spiritual level, embodying the convergence of “Functional Utility” and “Emotional Utility.”

Secondly, “Aesthetic Utility” dictates that a product’s visual design and aesthetic expression become a form of social capital and a status symbol. In a visually driven world, products with high aesthetic appeal not only improve the user experience but also act as a powerful medium for showcasing personal taste and lifestyle. For example, a well-designed portable coffee cup, while practical, also serves as a stylish accessory during a commute, reinforcing the user’s identity as an “urban explorer.”

The ‘EPWK Curated Goods’ Differentiator: Lifestyle Curation

Recognizing the trends in contemporary consumer culture, “EPWK Curated Goods” is positioning itself not as a generic marketplace for creative products, but as a trusted “Lifestyle Curator,” filling the gap between mass e-commerce platforms and high-end concept stores.

“EPWK Curated Goods” aims to bridge the gap between affordability and access, offering goods that are “acceptably priced, cleverly designed, and well functional,” catering to the Neo-Pragmatist consumer’s demand for quality, value, and design aesthetics.

The platform will employ a stringent screening process led by a professional team, selecting products based on the “Three Goods” standard: Good-looking, Good-to-use, and Good-surprise. This approach aims to reduce the consumers’ decision-making burden, transforming the shopping experience from a tedious filtering process to an enjoyable journey of inspiration. Consumers are not just buying a product, but rather an aesthetic guarantee curated by the team at “EPWK Curated Goods.”

Beyond a transactional marketplace, “EPWK Curated Goods” aims to become a source of inspiration, transforming itself into content driven user experience. With content themed topics such as “Ten Items to Boost Home Happiness,” consumption will be the start of a journey for higher quality of life and emotional satisfaction.

Core User Profile: Targeting the ‘Urban Life Explorer’

“EPWK Curated Goods” defines its core user as the “Urban Life Explorer,” aged 25 to 40, predominantly located in first- and second-tier cities. This demographic consists of white-collar professionals, creative workers, teachers, and young managers with strong educational backgrounds and stable middle-to-higher income levels. They are willing to invest in products with both emotional and aesthetic value, viewing consumption as a way to express their identity and resist conformity.

For Urban Life Explorers, the highly recognizable products carried by “EPWK Curated Goods” become important tools for self-definition. Furthermore, the element of surprise injected by each product brings a sense of novelty and excitement into the modern user’s life.

These individuals are also keen to connect with like-minded people via social media. Unique products sourced from “EPWK Curated Goods” serve as conversation starters and gift choices for social circles.

**Neo-Pragmatism: A Rational View on Lifestyle Philosophy**

“Neo-Pragmatism” embodies a modern-day approach to life: rational but still warm, and practical with an added aesthetic. It emphasizes one’s desire for both efficiency and aesthetic resonance.

Leveraging EPWK’s decade of experience in the creative ecosystem, “EPWK Curated Goods” acts as the expression of this viewpoint lifestyle attitude. Instead of aimless consumption, “EPWK Curated Goods” promotes a conscious way of living, with purchases reflecting one’s ideals toward lifestyle.

This is made possible with EPWK’s designer relationships, where it can interface consumers and designers to generate innovation on one complete platform. Together this will accurately feed the information for the consumer platforms, resulting in a cycle that drives growth.

To trust “EPWK Curated Goods” is to believe in the ability of ‘Good Products’ to connect with emotion expressing the human attributes that illuminate daily life. Thus, forming an era which is both “Useful, and Meaningful.”