In the mid-to-late 20th century, 集邮 was more than just a hobby in China; it was a state-approved cultural phenomenon. It was widely promoted as a “wholesome” and “intellectual” pursuit (高雅的爱好, gāoyǎ de àihào), especially for young people. Stamps issued by the China Post often served as miniature canvases showcasing the country's achievements, history, culture, and natural beauty. Collecting them was a way to learn about and connect with the national narrative. This makes it different from the Western concept of stamp collecting, which is often viewed as a more personal or niche hobby. In China, for a certain period, it carried a layer of patriotic and educational significance. Today, while the rise of the internet has led to its decline in popularity among the youth, 集邮 still holds a special place in the hearts of older generations. It is also a serious investment market, with rare stamps fetching incredibly high prices at auctions.
集邮 (jíyóu) is used quite literally to refer to the hobby of stamp collecting. It's a common term when discussing pastimes, especially with or about people from older generations.
The connotation is overwhelmingly positive and neutral, associated with patience, knowledge, and a quiet, respectable pastime.