Real China Real Youth

新青年

“ 世界是你们的，也是我们的，但是归根结底是你

们的。你们青年人朝气蓬勃，正在兴旺时期，好

象早晨八、九点钟的太阳。世界是属于你们的。

中国的前途是属于你们的。” ——毛泽东

“The world is yours, and ours as well. But after all, its’ yours. You youth are full of vigor and vitality that you’re like the

sun at 8 or 9 in the morning. The world belongs to you. The

future of China belongs to you. ” –Mao Zedong

Many faces of Chinese Youth

What‟s the truth then?

Trend1 Old becomes the new new

What‟s the trend?Nostalgia stuff from sporty outfits, sneakers, toys to candies are regaining their popularity among the generation of born after 80s.

“I really like those Chinese stuff in the

70s and 80s. They feel really good.” –Online shop owner

Sun Tao

What‟s behind the trend?China has seen it self developing into a huge power on the global stage in the past 30 years. Though grew up with western fast food, pop music and comic books, the “born after 80s generation” tries to refind their Chinese identity and their collective childhood memories.

Trend2 CREATE MY OWN

What‟s the trend?

Create my own is becoming cool. Create my own label, organization, band, event and

etc. It can be just a hobby, a daily job, or an “other life” alternative.

What‟s behind the trend?“You „are supposed to be, you‟re supposed

to do” mindset doesn‟t work for youth anymore. They want to chase optional lifestyle other than the regular career

path. The criteria of defining success has not been changed entirely but it‟s heading

toward a diversified direction.

Trend3 My circles

What‟s the trend?

Communities are being formed to create bigger platforms to

benefit all stakeholders.

What‟s behind the trend?

Groups of like-minded people

gather together for a common

goal. Sharing and interaction

outweighs other things. But their business sense

has also increased rapidly.