chinese youth culture for v&a global cities series may 2008

30
Youth culture Shanghai: An introduction

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Page 1: Chinese Youth Culture For V&A Global Cities Series May 2008

Youth culture Shanghai:An introduction

Page 2: Chinese Youth Culture For V&A Global Cities Series May 2008

• Social, economic, cultural and political forces influencing Chinese youth

• Current youth trends in Shanghai

• What’s next?

Page 3: Chinese Youth Culture For V&A Global Cities Series May 2008

Consider the changes

Page 4: Chinese Youth Culture For V&A Global Cities Series May 2008

121 buildings over 8 storeys in 1980 10,045 buildings over 8 storeys in 2005

Page 5: Chinese Youth Culture For V&A Global Cities Series May 2008

70% employed by the state in 199225% employed by the state in 2004

Page 6: Chinese Youth Culture For V&A Global Cities Series May 2008

1.6 mn mobile phone subscribers in 1995

530mn mobile phone subscribers in 2007

Page 7: Chinese Youth Culture For V&A Global Cities Series May 2008

1998 first private cars allowed 2007 world’s 2nd biggest car market

Page 8: Chinese Youth Culture For V&A Global Cities Series May 2008

50% retail sales increase2001 to 2005

Page 9: Chinese Youth Culture For V&A Global Cities Series May 2008

Fastest economic growth of any megacity in the world since the early 1990s

Page 10: Chinese Youth Culture For V&A Global Cities Series May 2008

The rise of the entrepreneur

•Deng Xiao Ping market-led reforms•A bit of business on the side•Anything is possible

Page 11: Chinese Youth Culture For V&A Global Cities Series May 2008

Chinese youth incredibly entrepreneurial

“Being entrepreneurial and working for yourself is an overriding factor in choosing a career, it’s a completely different drive from what is reported back in the US.”

Peter Thomas Black, partner Jigsaw International, consumer insight research agency, Shanghai

Page 12: Chinese Youth Culture For V&A Global Cities Series May 2008

Opening the door to the West • Tax Free Zones like Pudong • Western brands rushing in• Access to everything the world has to offer

Page 13: Chinese Youth Culture For V&A Global Cities Series May 2008

“People are so optimistic here. They believe in progress, they really do.”

Paul French, founder, Access Asia, market research

Shanghai

Page 14: Chinese Youth Culture For V&A Global Cities Series May 2008

No Tradition • Chinese tradition was washed away with the cultural revolution• Not set in their ways and adapt easily to change

Page 15: Chinese Youth Culture For V&A Global Cities Series May 2008

“People like it. If I took those screens away, people would miss them. The Chinese are used to noise; everything is crowded here. If you make people

choose between being bored or watching an LED screen, they’ll all choose the screen”

Jason Jiang, founder, focus media, China’s first NASDQ listed media advertising agency

Page 16: Chinese Youth Culture For V&A Global Cities Series May 2008

Doing it their way

• ‘Little Emperors’ get what they want• Influence household spending• Decision makers• Collective Individuality

Page 17: Chinese Youth Culture For V&A Global Cities Series May 2008

“I have a friend who got a law degree from Beijing Univeristy, but she threw it away to sell Amway products – she wanted to do something with more freedom, earn her own living, work for herself. We are actually doing the same thing, she sells toothpaste, I sell adventure. But we both share a desire to support ourselves and do our own thing.”

Zhen Yi, Forbidden Frontier, Founder.

Page 18: Chinese Youth Culture For V&A Global Cities Series May 2008

Peasant Chic

Page 19: Chinese Youth Culture For V&A Global Cities Series May 2008

The peasant values and imagery celebrated

•Nong jia le: fresh, organic food

•Mud splattered jeeps

•Handy-crafts on office walls

•Beads worn round the wrist •Tibetan mountain scenes in bars and restaurants

Page 20: Chinese Youth Culture For V&A Global Cities Series May 2008

Tian Xian Meimei a distant relation

Sony Ericsson ‘simple happiness’ campaign

Page 21: Chinese Youth Culture For V&A Global Cities Series May 2008

Pick and mix spirituality

fusing a range of spiritual elements

Page 22: Chinese Youth Culture For V&A Global Cities Series May 2008

•Tibetan Buddhism, Ayervedic medicine and yoga

•Revival of Confucius schools and texts

•Feng Shui, geomancy, fortune telling, blood type compatibility

•Vegetarian and vegan restaurants Zao Zi Shu Vegetarian Lifestyle (Jujube Tree); Shui Yuan; Gongdelin refurbished

Page 23: Chinese Youth Culture For V&A Global Cities Series May 2008

Hip-hop light

Page 24: Chinese Youth Culture For V&A Global Cities Series May 2008

Hip-hop dance replaced basketball; collectives; and club nights booming

Page 25: Chinese Youth Culture For V&A Global Cities Series May 2008

Hip-hop with Chinese characteristics

“I know what hip-hop culture is, I’ve been following it since I was 14, I listen to the music, I study the dancing, but I draw the line at the drugs, the sex and the violence. That’s not Chinese hip-hop culture.”

‘[Chinese rappers] have that hip-hop spirit: nothing gets in my way, nothing stops me from getting where I want to go.’

William Bahader, member of Dragon Dance Studio and two-time hip-hop dance champion

Page 26: Chinese Youth Culture For V&A Global Cities Series May 2008

Collective individuality“Hip-hop dance is done as teams, kids are in groups, supporting each other… it’s structurally very appealing and offers a safe outlet for youth expression.” Hung Huang, CEO of China Interactive Media Group

Page 27: Chinese Youth Culture For V&A Global Cities Series May 2008

What’s next?

Page 28: Chinese Youth Culture For V&A Global Cities Series May 2008

Unknown

‘Making economic predictions based on the statistics is reasonably straightforward but as a global spiritual and ideological force, China is still an unknown quantity.’

Dr Kerry Brown, Chattham House, China Expert

Page 29: Chinese Youth Culture For V&A Global Cities Series May 2008

• No rebellion Inclusive, not ironic, not

critical

• State control censorship, inefficient,

out of touch

• Created in China?Lack of expertise

Page 30: Chinese Youth Culture For V&A Global Cities Series May 2008

Thank you

[email protected]@thefuturelaboratory.com