'Einstein's brain' among best-sellers on Taobao

Zhang Jianqian, born in 2002 and raised in Xingtai, Hebei province, was among the first group of young people who found success from selling "fun products" on Taobao that comfort or entertain consumers.

"I often exchanged banter with my friends, and said they were not smart enough. One day I thought, what if I sell 'Einstein's brain'? In today's fast-paced life, people don't mind spending a few cents to find joy," he said.

Despite skepticism about the product's practical value, Zhang said he believes it represents an opportunity to boost confidence before important occasions in life.

Some customer reviews echoed Zhang's belief. "I am buying self-confidence. I need something to reassure myself that I can do well before a big event," said Sun Nan, a customer in Beijing.