China's wealthier 'awkward generation' spurring growth
17 October 2013 Last updated at 15:14 BST
In recent years, China's booming economy has created a middle class - four times the size of the UK's population.
Their spending is seen as key to the economic growth of China and the world.
However, their larger incomes have also come with increased outgoings such as mortgages and school fees.
BBC Beijing correspondent Martin Patience reports.