China Fashion Finds China's Millennials Lifestyle luxury Youth Power

Trending: China’s Buddha Millennial Youth. Zheng Ruonan Reports

Temper goes trending and this time around, we turn to Jing Daily as Zheng Ruonan shares her opinion on how China’s affluent "Buddha Youth" are reconsidering their views on luxury brands and a materialistic lifestyle.

In contrast to their predecessors, China’s younger generation is showing admiration and paying homage to their heritage and background, because now is a crucial tipping point for Chinese artists and designers to take a stand.

Trending: China’s Buddha Millennial Youth. Zheng Ruonan Reports
The Panerai Luminor Sealand Collection timepiece, which features Chinese zodiac engraving on the dial, has been highly prized by affluent Chinese. Image courtesy of South China Morning Post

As China’s younger generation continues to grow and unfold, luxury brands are seeing a drastic change in their share of the market. The younger demographic, less willing to throw cash at logos and name brands, have shifted their interested to more indigenous and unique brand consumption. Pursuing more of a zen lifestyle, they have assumed the title “Buddha Youth” (佛系青年). Zheng Ruonan writes for Jing Daily.

Image courtesy of Retailinasia
Affluent Asian millennials value family time, health, says study. Image courtesy of Retailinasia

Temper Magazine’s Trending segment casts a net upon all that is throwing tantrums within the world of China Fashion across a variety of global sources. This very necessary segment makes for a collection of largely non-Temper Magazine-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment. This time around…

We head on over to Jing Daily where Zheng Ruonan takes a look at China’s newly-of-age Buddha Youth, as they shift to a mentality of self-development whilst feeding their souls with a zen attitude.

“Chinese millennials are still very much interested in luxury brands… But they don’t want to be seen as prizing the material [objects] over everything else.” Amrita Banta, managing director of Singapore-based Agility Research & Strategy.

Image courtesy of Bergdorf Goodman Magazine 2015
Xiao Wenju featured in Bergdorf Goodman’s magazine. Image courtesy of Bergdorf Goodman Magazine 2015

The Buddha Youth tribe includes those born between 1995-2000, who claim to be Buddha-like, referring to a desire to be detached from the material world. Contrary to their predecessors behavior, they believe that luxury can be exhibited in other ways, not only through expensive bags and vacations. Luxury does not necessarily equal materialistic.

“The way to engage this tribe of young [Chinese] people effectively, is to appeal to this sense of being your own person.” Chen Yini, a research consultant for consultancy group Kantar China, said.

China's Traveling Millennials
China’s traveling-loving millennials. Image courtesy of Jing Daily

The competitive pressures of the economic climate within the Middle Kingdom have also pushed many youth to assume a more spiritual way of living, writes Zheng. It has manifested in travel trends as well, with more and more youth now choosing to fly solo, and material consumption has taken a back seat to spending on trips to the museum, investing in art and exploring nature. In pursuit of a more zen way of life, these kids are indulging in self-development and soul-feeding rituals.

“Being in the know” vs “buying for show” is now the name of the game. It’s become more about having a connection with the brand, rather than showing it off for the sake of image.

 

 

Check out Zheng’s full report right here, on Jing Daily

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Originally written by Zheng Ruonan for Jing Daily, 2018. All rights reserved
Additional editing by Elsbeth van Paridon and Jessica Laiter for Temper Magazine
Featured image: Courtesy of
Temper Magazine does not own any of the above English content. All featured English content was re-published by Temper Magazine and originally belongs to Zheng Ruonan for Jing Daily, 2018. All rights reserved.

 

Jessica Laiter

Based in New York City as a learned bilingual, inspired by diversity and self-expression, I strive to eliminate cultural barriers between East and West.