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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.

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

China Fashion Blogger at Chinese Graffiti
Jessica Laiter has been an avid lover and admirer of the Chinese language and culture for most of her life. Always knowing that the future would include working on an international level, when it came to choosing a niche, China immediately came to mind.

Laiter went on to earn a Bachelor’s Degree in Chinese Studies and Communications Rhetoric at The University of Pittsburgh and a Master's Degree in Translation at NYU. Immediately after college, she moved to New York City and since then has worked in a number of different industries such as branding, manufacturing, fashion, public relations and real estate. China always acting as the common denominator.

Inspired by her career, Laiter launched a website called Chinese Graffiti, on which she features emerging Chinese designers, talks about the intersection of tradition and modernity in China, as well as the evolution of society and business culture. As time went on, she sought out like-minded businesses individuals who were interested in a similar market, which is how she became involved with Temper Magazine.

The China market is creating a whirlwind around the glob and it’s only just getting started.

The world can be a small place with a dash of mutual understanding and Laiter loves to be the storyteller who helps to bridge that gap.
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