Context [China’s Rare Generation] China’s new Rare Generation fits the same age range astrends Millenials or Gen-Y in the U.S. The Rare Generation is so-called because their striking, never- before-seen attitude is more optimistic, energetic, and modern than any generation prior. By 2015, the Rare Generation will be 500,000,000 strong, equivalent to the entire projected population of the EU and close to double the U.S. population
Context [China’s Rare Generation] Proud of their nation and culture, they depart from traditiontrends toward modernity but remain respectful at the same time. Carrying the expectations of their family as the only child, this generation is competitive, ambitious, and individualistic. Parents tend to indulge their whims and support their creative interests in fashion. Consumption of modern products and name brands connects them to their peers and reinforces their new generational values. More discerning than their predecessors, they prefer to cultivate a more unique style less defined by status symbols.
Context [South Korean Inspiration] Chinese youth like American culture, but have difficultytrends accepting it directly because it is often unrelatable. Chinese parents disapprove of their children liking Japanese culture because of the history between the two nations. South Korean culture filters American culture in a way that makes it relevant and understandable to the Chinese youth. South Korean hip-hop bands and television shows take inspiration from American culture, but adapt it to their own, in the process making it more appealing for Chinese audiences.
Context [Television] The Rare Generation loves television but watches it less thantrends peers in other countries, instead reading books and magazines. South Korean TV shows Three Guys and Three Girls and Three Friends are the American version of Friends. The Marrying Type is the South Korean twin of Sex and the City, featuring three single professional women in their 30s looking for love in Seoul. So popular in China that it was illegally downloaded and sold on pirated DVDs.
Context [“Super Voice Girl” Contest] The American Idol-like singing competition in China earnedtrends 210 million viewers, with 22.5 million watching the finale. Viewers text message their votes, giving them a glimpse of the democratic process and elections. 2005 Winner Li Yuchun’s attitude was more impressive than her voice to voters, who appreciated her baggy and androgynous clothing, short haircut, and lack of makeup. Defying the judges’ preference for traditional Chinese songs, Li received an outpouring of support from her fans for selecting modern, Western music.
Context [Music] Top American acts are more frequently adding tour stops intrends China. The Ministry of Culture censors large acts, but small bands playing at the club level can escape its notice. – Clean and inoffensive music from Taiwan and Hong Kong dominates the airwaves. Chinese-style hip-hop and indie rock are entering the music landscape. Youth frequently re-compose popular songs, write their own lyrics, and perform them as karaoke.
Context [Designers] Anna Suitrends New York based Chinese American designer Known for mixing vintage styles with her current cultural obsessions, (ex. Victorian cowboy, Warhol superstars or Finnish textile prints)
Context [Designers] Yoji Yamamoto and Y3 for Adidastrends Creates designs far removed from current trends Lines characterized by oversized silhouettes, draping, glossy textures, movement, a singular color (usually black)
Context [Designers] Sneaker culturetrends Classic Converse Chuck Taylors remade with modern busy prints and patterns
trends Style Trends: Pop punk Gothic Lolita Baidaihe Beach Fusion: Traditional meets modern Toy Story Childish Royalty CosPlay
Gothic Lolita [Trend]trends Dramatic elegance Influenced by Victorian childrens clothing and English new wave goth Blouses, petticoats and rocking horse heels Bats, coffins and crucifixes as accessories
CosPlay [Trend]trends Costume play, imitation of characters Subculture centered on dressing up as characters from manga, anime, video games and sci-fi fantasy figures Inspired by comic books like Nana and Sailor Moon