"In the Chinese zodiac I am a rabbit, and during your zodiac year you need to wear red for good luck, so I had my daughter buy 30 red cotton T-shirts from Costco. My wife and I have been wearing the same comfortable red T-shirts at home for five years."
Li has been visiting Costco since the '90s. "It's cheap and you can buy things in bulk that you can use for two years. Toilet paper, instant coffee, toothpaste," he added.
He's not the first celebrity to comment on Costco. Many celebrities (3) have been spotted in the stores including the Kardashians, Mark Zuckerberg, Barack Obama and John Mayer. Singer Lana Del Ray called Costco her "happy place" and reality star Bethenny Frankel said it's "my religion."
Everybody loves buying in bulk
Close to one third of Americans (4) regularly shop at Costco. There are around 924 Costco locations worldwide with the majority located in North America (5). The wholesale retail club's own brand, Kirkland, has a rave following due to its quality, price point and access across categories — from groceries and household goods to clothing and electronics. The Kirkland brand brought in $90 million (6) for Costco in the 2025 fiscal year.
A recent Consumer Reports (7) comparison found Costco 21.4% less expensive than Walmart.
There's an assumption that the rich don't need to access savings like this. But there's a difference between need and want. Frugality isn't just for everyday folks. According to research by Experian Automotive, 61% of wealthy people actually (8) drive Hondas, Toyotas and Fords just like the rest of us.
The truly wealthy are focused on preserving and growing their financial resources, rather than buying flashy status symbols. This is especially true for the self-aware and spiritually nourished, like Li.
The martial artist actor meditates for an hour or two every morning, after which he has the same breakfast. "I'm a very boring person. For three years I'll never change this breakfast if I'm at home," Li told The Wall Street Journal (9).
There's also something to be said about decision fatigue and the rich valuing time as an asset to protect. Wearing the same clothes and eating the same meals everyday removes unnecessary decisions.
Personal finances and identity are inextricably linked. By working on yourself, you're influencing your finances.
