Anatomy of ‘Chao Ren’ (’Hipsters’)

By Lisa Li

Understanding the trend mechanism (how trends start and spread) in Chinese context has been one of our major interests. In the past year, aside from ethnographic research on the youth (from cutting-edge youth to mass youth), we have also been lucky enough to talk to various friends in our expert network. A great thank to their sharing of insights here:

Jian Cui (Art Director at Modern Weekly, artist), Peng Hongwu (Editor-in-Chief of 0086) and Chris Wang (PR Manager at TheSource, worked at Yoho and W+K), Eryk Tian (Dynamic Marketing, DJ and party organizer), Ronny Shao (Wega Watts Communications, DJ and party organizer), and Li Sisi (Converse, live show organizer) in Shanghai; Chen Gang (art Director at 21st Century Business Herald, artist, fashion brand owner) and Cai Keng (Owner of Muma Gallery & Café) in Guangzhou

Among other topics about trend, the understanding of ‘hipsters’ is one of the most interesting topics to many of our clients/ friends. In this post, I would like to focus on this specific topic.

When it comes to ‘youth’, especially ‘youth trends’, ‘hipsters’ (currently in Chinese ‘Chao Ren’, ‘潮人’), or the images of them may usually come to mind. ‘Chao Ren’ are a group of youth (usually 15 – 25 yrs old) who 1) care/dare to look ‘cutting-edge’ and fashion-savvy and 2) consume fashion/lifestyle brands that are relatively niche and up-market (not in luxury sector though).

The group of ‘Chao Ren’ do tend to lead fashion trends among mass youth. However as a matter of fact, ‘Chao Ren’ in many cases are NOT ‘trendsetters’; and many ‘trendsetters’ don’t look ‘Chao’ (‘hip’) at all.

Our questions about ‘Chao Ren’ include who they are, what influence them, how their attitudes are changing, and who among them are the real trendsetters.

Mainstream hipsters and creative hipsters

To better understand this group of people, we need to distinguish two subgroups of hipsters. Read more of this article…


Season’s Greetings | New Year P-A-R-T-Y @ China Youthology

It’s holiday season again! China Youthology has ‘survived’ another year and grown closer to where we want to be. We are really grateful for all the support from our clients, experts, and young and old friends! And we really hope to celebrate the holiday with our friends! ^_^

As always we are dedicated to be a ‘bridge’: providing support for the youth, and bringing ‘the older ones’ closer to the youth’s world. We are much honored to host Ray Lei’s solo exhibition and hold a live show of SNP and MC J-fever & MC Ray Lei in Qing Gong Guan. Join us with our friends from music, art, media, sports, technology, and youth-focused brands…

27th Dec, Sunday

LINE UP AND AGENDA

3PM
Opening for Ray Lei Solo Animation Art Exhibition at Qing Gong Guan

7PM
Live show of MC J-fever (MC Battle National Champion) & MC Ray Lei
Live Show of SNP (Super refreshing Indie Pop band)

ADDRESS

No. 23, Chaibang Hutong, Andingmennei Street, Dong Cheng District, Beijing
北京东城区安定门内大街柴棒胡同23号 (See MAP below)

Drinks and snacks are provided

MORE ABOUT RAY LEI, J-FEVER, AND SNP BAND
J-Fever (小老虎): http://www.douban.com/artist/jfever/
SNP Band: http://www.douban.com/artist/snpmusic/
Ray Lei: http://www.douban.com/people/2485936/

Ray Lei Animation Art Exhibition

MC J-Fever

SNP

Give us a shout here or via email if you would like to come!


Dream of a Chinese Skater

By Lisa Li

Recently China Youthology immersed a lot with Chinese action sports community (skateboarding, BMX, snowboarding) by talking to players, hanging out with them, and following them on SNS, with the purpose of understanding the values or culture codes of this community in Chinese context.

The community is still very small in China – far from comparable to the west. However, with more than 15 years of history, action sports community have much richer culture and legacy than we expected. Several generations of enthusiasts have made great effort. However with the lack of infrastructure, media exposure, and steadfast commercial support, it has been extremely difficult for the community to grow.

The video is about the dream of one of the skaters in China. Hope the video shows a bit about the valuable inspirations we got from a deeper dive into this youth subculture. If you are interested in finding more about the skater, you can check out his website kickerclub.com.


Great Minds Think Alike, Or Not: interview with W+K Planning Director Nick Barham

Making Noise in Youth Marketing

By Jay Mark Caplan

Nick Barham is planning director of Wieden and Kennedy, the agency behind the 2008 Converse Love Noise campaign. Fans of Chinese indie rock lauded the Converse- sponsored five city rock road trip and the campaign built around it as a great platform for Chinese bands. Converse certainly cemented the loyalty of the niche indie rock audience. But how do mainstream Chinese youth relate to their ‘edgier’ peers? Are rockers viable influencers? Here Barham speaks at length about youth marketing in China and teaming up with emerging youth cultures to reach a mass audience.

CY: What was the idea behind Lovenoise?

Nick: When we started working with Converse, we wanted to come up with something more meaningful than what other youth brands were doing, something that has a better connection with the audience.

CY: What kind of marketing did you want to depart from?

Nick: Most youth brands have a similar strategy: they all identify one or more safe and highly visible celebrities, and create a brand world or image that’s aspirational - perfect and slick, and they communicate an anodyne bland message. In markets like Europe or the US, a lot of brands have co-opted an underground aesthetic, a rebellious point of view.  They have explicitly gone out of their way to make tightly targeted communications that might not be understood by the older generation, consciously appropriating a rougher language. I don’t think that’s happening here, and I don’t think that’s because younger kids can’t understand it or take it in, I think that’s where brands are at. Most marketing is happening at a safer level.

CY: Why do you think everyone is locked in this model?

Nick: There’s a mainstream dream that’s been peddled in China which goes: if you’re a good kid, and do well in exams, go to college, then you’ll get a nice white collar job and house with a mortgage. This is the middle class promise being held out to families, to people growing up in China, and a lot of people are still at the point where that’s massively interesting.

Being edgy, having a provocative or slightly rebellious attitude, is a luxury, and it comes once you’ve got the basics of enough money to have food, clothes, education.  So in a lot of tier two, three or four cities, many kids are still very interested in branded clothes, or not working at the shitty job their parents had and having something slightly better. They’re looking for more comfort or more material goods or a higher income, and are not that interested in a particular style or attitude that challenges the mainstream because they haven’t even made it into the mainstream yet.

So by that definition, I think you can understand why a lot of brands don’t want to come up with confrontational or provocative messages because it’s completely over the heads of the emerging middle class audience interested in material goods and status rather than turning things on their head.

CY: If that’s the case, what choice do marketers have?

Read more of this article…


Let’s Spread: Butter Youth Conference

By Lisa Li

It has become a cliché to say that Chinese youth are eager to express.  Marketers wanted to provide ‘stage’ for them to ‘express themselves’. Under the surface of the various fancy forms of expression (you name it, from singing, dancing, bands, to design, graffiti…), hardly ever did any of the ‘stages’ care to know why the youth want to express and what they want to express.

China Youthology Butter Youth Conference wants to provide a platform for edgy youth as well as common youth to talk about what they aspire, what they fear, what inspires them… It is not a gathering of elites, but a platform for diversity of youthfulness, and hopefully a platform for marketers to know more about what youth care to talk about.

This year China Youthology visited more than 40 universities in various cities. And we were lucky enough to have the opportunities to work on a couple of exciting projects that covers a wide variety of communities. An overall feeling is that the evolving individuality expands their horizons as well as takes them to bigger anxieties. Chinese youth are searching for meanings, searching for their unique identities, while feeling the tension of dream and reality. Yes all previous generations struggled with dream and reality, but today’s youth are exposed to the biggest number of possibilities while probably more conscious about the increasing uncertainties and risks than the post 70s. Butter Youth Conference hopes to inject courage to youth by sharing of the dreams, enthusiasm, and efforts of their peers.

Thankful to TEDxShanghai in June, the organizing committee of which invited China Youthology to introduce young speakers for a ‘youth section’ in June. The young speakers surprised us. Their genuine passion really engaged and inspired the audience. The inspiration led to today’s Butter.

The first Butter on Nov 14th invited 6 speakers. Fangfang talked about how the hobby of photography has given him a new angle of experiencing life. Gaigai talked about his experience of dancing on the opening of This Is It and how dancing as a hobby inspired his life. Zhang Xin spoke about a 5-year project of China Arts Academy on ‘China family aesthetic ethnographic research’ and his new work inspired by the project. And Candy’s ‘toy travel’ stories, Ryan’s street singer investigation, Tao’s own experience of ‘when post 80s teacher meets post 90s students’.

LET’S SPREAD!

Fangfang talked about how the hobby of photography has given him a new angle of experiencing life.

Gaigai talked about his experience of dancing on the opening of This Is It and how dancing as a hobby inspired his life.

Zhang Xin spoke about a 5-year project of China Arts Academy on ‘China family aesthetic ethnographic research’ and his new work inspired by the project.

Candy’s ‘toy travel’ stories.

Ryan’s street singer investigation.

Tao’s own experience of ‘when post 80s teacher meets post 90s students’.


China Youthology ‘Qing Gong Guan’ (‘青公馆’)

By: Lisa Li & Zafka Zhang

China Youthology has moved to Chai Bang Hutong (close to An Ding Men Bridge 安定门桥 and Guo Zi Jian 国子监 Hutong). ‘Qing Gong Guan’ (‘青公馆’) can mean youth’s ‘manor’ (more like joking) or youth public space (this translation makes more sense).

As we always believe, China Youthology is least close to conventional market research agencies. We are an open research platform and a bridge between youth brands and local youth culture/ communities. Qing Gong Guan is designed to be ‘office’ plus ’space for youth’ plus ‘platform to bridge’.

What to expect?

1. Qing Gong Guan is part of the field for youth research (‘field’ for ‘fieldwork’). In its ‘open day’, everyone is welcome to come for a drink, a chat, a gathering, or an self-organized event. Qing Gong Guan Open Day will be part of the youth community that will launch in Nov.

Youth Lounge’ will be held regularly. It is similar to Focus Group Discussions, but more casual, flexible, participant-oriented, and involving more generative tasks. In the latest ‘Youth Lounge’ we held two workshops with students and working adults respectively to explore topics we are working on for Youthology Monthly. We abandon cash incentives but taking more effort to make it an experience that is valuable for participants (they can learn, socialize, and have fun here) and build long-term relationship with them.

Below are pictures of the latest ‘Youth Lounge’.

2. Space for youth. Probably more than anyone else, we understand and sympathize the desires and intimidation of Chinese youth in pursuing their dreams. QGG is a space and an empowerment. We provide a venue for their exhibitions, shows, parties, and events all for free. A few exhibitions will be held soon.

3. Insight catalyst and bridge for youth brands and youth culture promoters. ‘Youthology Saloon’ invite youth marketers and youth culture experts to investigate and explore innovative ways of youth marketing that bring both higher ROI to marketers and opportunities to nurturing local youth culture.

We held a pilot ‘Youthology Saloon’ at the end of Sep. Our team shared learnings on youth culture. Two students talked about their stories. And youth marketers (Pepsico and Lining) also shared their experience, insights, and questions about youth marketing. Special thanks to Jean who took a tiring one-day trip from Shanghai to Beijing particularly for this event! There’s a lot to improve. The office was barely furnished at that time and the saloon went much longer than planned. But we are glad that everyone found it a worthwhile experience.

Pictures of that ‘Youthology Saloon’ below…

A house-warming party is being planned – but with the busy crew here it’ll still take a while to throw the party out. At the mean time, feel free to drop by for a drink, especially in a sunny day, you are so gonna love the breeze and twitter.


Kidult, The ‘Cure’ Style, And ‘Post-Idol Era’

By: Lisa Li

In the past several months, various topics have been discussed in Youthology Monthly (see here for information about Youthology Monthly), including post 90s’ online culture, Internet censorship and private space, the failure of Chinese education, summer vacation, music festivals and independent music, the changing reading preference, World of Warcraft community culture, online shopaholic, etc. We plan to achieve a good coverage of age groups (teens, university students, young working adults), youth culture (music, sports, game, tech, literature, art, etc), as well as cutting-edge and mass youth across issues. It is impossible to cover all in one issue, but with 6 - 8 issues, a big picture about Chinese youth culture can be depicted.

This post is a quick catch-up on three topics in Youthology Monthly that I personally find most interesting: kidult, the Japanese ‘cure’ style, and the ‘post-idol era’.

1. Kidult

Sometimes I wonder whether ‘Kidult’ is part of the ‘vintage’ trend, or ‘vintage’ part of the ‘kidult’ trend. What’s apparent is the general attraction to going back. The more cutting-edge youth start to celebrate June 1st ‘Children’s Day’ with parties and gifts; mass youth chase movies like Harry Porter and McDull, and they re-discover the ‘charm’ of Slam Dunk, Transformers, and Saint Seiya (圣斗士星矢)

More than merely fun-seeking, while indulging the ‘kidhood’ in themselves, youth are looking for something that are becoming scarce in their life, including passion for dream, sincere inter-personal relationship, non-material values, etc.

‘Everyone is a grown-up kid. Compared with the society, people are vulnerable. The society is like a metal board.’ Xie Liwen, Author of McDull

2. The ‘Cure’ Style (治愈系)

Japanese Anime 'Potemayo' ('Mayonnaise Loli')

A friend in university told me that it is popular to edit photos with excessive exposure to make a warmer tone… This is part of the ‘cure’ style (治愈系).

Originated from Japan, the ‘cure’ style (or the ‘healing’ style) is a ‘genre’ of creative works across music, anime, visual arts, and literature. This style is characterized by its warm and spiritual soothing tone. Representative artists include Japanese musician Ryuichi Sakamoto and animation movie directorHayao Miyazaki, Taiwanese singers Chen Qizhen and Zhang Xuan, and Chinese 小清新.

The question is when youth are expected to be energetic and dynamic, why do Chinese youth today find strong resonance with a style with peace and warmth?

In the past several months, we did more systematic research on the ‘DNA’ of today’s youth (from a historical perspective) to find that the unique ‘DNA’ (from society, family, to education and Internet) has made them the first generation to grow up as individuals. Individuality is evolving from surface to substance. However under the unique context in China, individuality is not evolving along the same path of the west but paving a new route. The ‘cure’ style is one manifestation. Will do more research around this.

3. ‘Post-idol era’

'Brother Chun cult'

'Brother Chun cult'

The idols with biggest buzz in the past several months are MJ, Susan Boyle, Zeng Yike, and Li Yuchun. Of course the mainstream stars such as Jay Chou and Super Junior are still the biggest idols to majority of the youth. However, youth today are more and more aware of the commercial interests and operation behind the ‘idols’. From the cult of Brother Chun and Brother Zeng, from the discussion about MJ and Susan, we see a post idol era emerging, an era against ‘idols’ built on advertising and hype, an era against any idols that are too overwhelming for a diversified scene.

‘Brother Chun Cult is our weapon to the vulgar pop culture. We won’t endure and consume whatever the commercial entertainment circle want to promote to us. When you create a ‘idol’ with no taste and style, I give back a remixed ‘idol’ to you. Let’s see who’s been fooled!’ Bloger Mei Yiqun.


An Interview with Ray Lei: ‘A One-Man Animation Film Studio’

By Zafka Zhang, Helen Yu

‘My animated works are independent—a freestyle, so to speak. They are my language, or even better, for they can be both seen and heard, and they are so much more colorful…’

Hunting cap on head, black-frame glasses, and a huge schoolbag—that’s Ray Lei, 24, from Jiangxi. This new-generation animator, having just graduated early from a postgraduate program of the Academy of Arts & Design, Tsinghua University, calls himself “a child who speaks the language of animation”. Being no stranger to graphic design, illustration, short comics, graffiti and Hip Hop music, Ray is a close friend of J-Fever, whom China Youthology has previously interviewed. Together they invented the ‘League of Mike Snatchers‘, an all-embracing gig dedicated to freestyle rap.

Ray’s reputation among animators dates back to his school days. 2005 is the landmark year when Ray set up his very own Raydesign Studio and won the Golden Award of ‘Zongri Cup Design Contest’. In 2007, his animated short film ‘The Face’ was named ‘Best Art Design’ in Aniwow!, and his ‘Border Project’ was shown in the ‘2007 Shenzhen & Hong Kong Bi-City Biennale of Urbanism and Architecture’. The year 2008 saw Ray’s ‘Moon Landing Plan’ being shown in the Nike Dunk Exhibition, and his ‘Pear or E.T.’ being a part of the ‘Instant Comix’—an independent comic show in Hong Kong (Click here for more of Ray’s works). Not long ago, Ray was asked to make the official animation for the ‘Shenzhen & Hong Kong Bi-City Biennale of Urbanism and Architecture’, and was invited to take part in the meeting of Ted X Shanghai. Another invitation from Lijiang Studio later took him to Yunan for a mural project. And then, just two days ago, out of his tight schedule, Ray brought himself to Shenyang, presenting his special-made ‘Nike Air Max LeBron VII’ shoes to NBA star LeBron James.

According to China Youthology’s categorization, Ray is definitely a star in the young animators’ community. We talked with him over dinner, and like J-Fever, Ray became a new friend of China Youthology after the interview, which, as always, has been conducted with an admiration for those daring enough to pursue and try. Now we simply must share the records of the interview, so that you can get to know, just as we do, the true Ray. For the sake of better understanding, his experiences as we know them are put under three subtitles: 1) Identity: A Land of Paradox and Loneliness; 2) Self-Expression: The Language of Animation and Personalized Experience; 3) Young Artist and Brand: Personal Space and Creative Work.

1. Identity: I paint. Even without a single supportive audience, I keep painting. That’s how I identify with myself.

‘I have been living in a tangle of paradoxes…I think we all have two faces: one for others, the other for ourselves. But that’s exhausting.’

China Youthology: Tell us about you, will you?

Ray: I am from Nanchang, Jiangxi. In the national college entrance exam years ago, I made it to Tsinghua University. How proud I was at that time! My freshman year was spent on Tsinghua campus, as a major of science and technology. By taking part in all sorts of things like singing contests, student associations, and poster-making, I kept myself quite busy. The second year was, however, spent in the Academy of Arts & Design, a campus on Guanghua Road so tiny that even our dormitories had to be built outside the campus, and I started fooling around. But one day, I realized I shouldn’t have lived like that. By junior year, the academy was relocated from Guanghua Road to Tsinghua University, and somehow I found myself transformed. I began doing things that I came to love: graffiti, drawing with sprays, and skateboarding.

China Youthology: How did you get involved with skateboarding?

Ray: Through a friend who makes skateboards. I once visited him in Shanghai. He found my drawings interesting and asked me to help paint his skateboards. In fact, at that time, I was alarmingly ill-informed back in Jiangxi, without much experience or ideas. Luckily I had my friends. J-Fever, for instance, is my music mentor. Before I met him, my only passion for music was Jay Zhou the Taiwan musician, and my only musical feat was singing a few raps of Jay’s in KTV.

And later on, I realized a lot of people live that kind of life that conventional thinking would call “fooling around” or “playing”. But to be honest, their version of “playing” is awesome, and no less awesome than the academic type. This came as an epiphany to me: not everyone has to be a bookworm; you can do what you want and be good at it.

China Youthology: Of all universities, why did you choose Tsinghua?

Ray: I kept painting and drawing in high school, but I had never been formally trained in that way. In the second year of senior high, however, I passed the entrance exam of Sichuan Fine Arts Academy, and my grade was among the national Top 20. I was so encouraged that I decided to apply for the art program of Tsinghua.

China Youthology: Then how did you start painting?

Ray: My father is an art editor with Jiangxi Science & Technology Publishing House. He taught me Chinese painting when I was a child and I took to it instantly. By the time I entered junior high school, I became the kind of bad kid who would spend the whole class painting instead of listening, despite all efforts of the English teacher. I was so into drawing that I started my own series of comics in junior high. I made up stories, all sorts of them, about football, basketball, and robots. I often got asked by my classmates, ‘How does the story go today?’

China Youthology: What subjects would you pick at that time?

Ray: Haha, the most popular things of the time –Gundam, for instance, when it was a hit; and the most read novels.

China Youthology: I see. That is why you’ve become such a great story-teller and short film-maker, right? You just played your way into success.

Ray: Thank you for the compliment. But indeed. When we first moved to Tsinghua, there were so few resources that we had to rely upon ourselves. I started to immerse myself in my passion, and it was so much fun, and so rewarding that I was even a recommended postgraduate candidate.

When I started the postgraduate program, I lived in Tsinghua, but I didn’t feel belonged. Most of my classmates simply stayed at dorm and dreamed up their theoretical research, but that’s not how you do animation. As I walked along the corridor of Tsinghua’s postgraduate dorms, I saw, from room to room, against the background of the rotating CCTV News Broadcast, everybody was reading at their desk with big glasses on. This bookish climate was such a far cry from what I expected that I was in much anguish. Those days, the minute classes were over I would take the railway to the 798 District, and stroll around aimlessly until sunset. It was the only place where I found whatever comfort and inspiration I could.

Read more of this article…


Zhangbei InMusic Festival, Ryan, and Summer Interns

By: Lisa Li

We have talked about music festivals in China for a couple of times (here and here). Our team members went to Zhangbei Inmusic Festival from Aug 7 – 9. From their videos and photos, we just see that the enthusiasm towards independent and music concerts/ festivals is continuing to grow in China. Many young people are just back from Zhangbei’s festival but already marked Modern Sky festival (in Oct) in their event calendar.

Hope the video clip by China Youthology’s young and passionate team can give a feel about the independent music community and fans in China. Zhangbei is located at Hebei province – more than 4 hrs drive from Beijing. The audience need to travel at least 4 hrs to come to the spot, yet we still see a big crowd of more than 80 thousands…

Despite the poor environment (the so-called ‘grassland’ is more like ‘mud land’ according to the audience), disappointing service and unreasonably expensive price for food and drinks, the young music fans highly praised the music performance, enjoyed the free air, and fully unleashed their passion there.

The movie was done by Ryan. And here a warm welcome for Ryan to join China Youthology (after several months of internship) for creative production! Ryan graduated from China Music Academy. He has a genuine passion for videos and creative. When people make ppt for our internal sharing events, this guy makes video clips and argues that making a video is much easier for him than making a ppt. Well, trust Ryan will continue to bring to us more video shots about China’s youth culture.

Great thanks to our talented summer interns Tao and Temple as well (who also went to the festival, did interviews, shoot videos, and had great fun). As I mentioned the other day on twitter – Tao and Temple made us feel so lucky and realized China Youthology should never bear not to live and work with the ‘real youth’.


SNS and the Changing Chinese Youth

By Lisa Li & Zafka Zhang

Just back from a trip in Shanghai and Shenyang where we spoke to boys and girls of 12 – 18 yrs. Different from approximately half year ago, Xiaonei is no longer ‘unfamiliar’ to high school teens (15 – 17 yrs) of both cities. Maybe not majority yet, but many teens start to use Xiaonei now. What surprised me most is middle school teens (12 – 14 yrs) are having fun on Kaixin now (while in the impression of many people, Kaixin has been mainly for white collars in Shanghai and Beijing).

We have been researching on the role of SNS since a while ago(click here for more), but couldn’t finish the report on one hand because we’ve been constantly occupied by various ad hoc projects on the other hand because the SNS scene has been developing/ changing in China almost every month.

While continuing our research on it, we have decided to share the working draft and discuss with the friends here on how we can understand SNS beyond surface and translate the understanding into best marketing initiatives.

(Pls find the slideshare deck below. If you have trouble viewing it, you may download the deck here.

Among the many ‘innovative’ use of SNS by marketers, I want to especially mention McDonald’s. As we discussed in the deck, the real challenge for marketers is to NOT understand SNS as another ‘touch point’ but as a crucial part of youth’s life (and NOT virtual life but real life) and a changing mindset.

McDonald’s recent initiative really spoke the youth’s language (‘add me’), manifest the understanding of youth’s life and aspirations (about the joy and needs gap of moderate socializing with friends on SNS), communicate through both online and offline touch points (TVC, SNS and non-SNS websites), link the SNS lifestyle with category needs (connect with your buddies at McDonald’s and enjoying new products). We are glad to hear from Ellen (head of planning in TBWA China) that they were inspired by our post on ‘moderate socializing’.  It’s an impressive case on how the the youth insights can be translated into creative actions.