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)

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’

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.

Filed under: Animation, China Youthology News, Creative culture, Fashion & visual arts, Music, Brother Chun, Brother Zeng, Chinese youth, idol, Japanese youth culture, kidult, Lisa Li, McDull, otaku, the 'cure' style, vintage, youth trends, Youthology Monthly