The rise of a “Me Culture”

The rise of a “Me Culture”

The rise of a “Me Culture” in post-socialist China has been necessitated by the high number of Generations having knowledge in computer technology. The millennials in China are more educated than their parents, thus seek to develop a high level of individuality and self-expression. Thus, the article develops an insight into the increased usage of personal blogs by the Chinese youth relative to numerous developments in technology (Sima & Pugsley, 2010). So, the authors depict that China’s youth have increasingly utilized blogs to exemplify their symbolic identity as a form of self-identity. Therefore, the Chinese Gen Y bloggers have developed unique notions on consumerism and individualism, which have been crucial elements of entry into the post-socialist age in the Asian country. Hence, the article probes some of the motivators into the increased blogging practices by the millennials.

The video shows that Gen Y in China has a low saving rate, which nearly reaches zero but has developed an unprecedented trend to purchase global brands compared to their cautious parents. Consequently, the millennials have contributed to China’s constant economic growth leading to the development of the luxury market in the last few years. For instance, the domestic labor market grew by 20% in 2018 due to increased purchases from the millennials as compared to their parents (CNN, 2012). However, the Gen Y saving trend is worrying since they tend to spend huge amounts of cash on global brands rather than investments. Current market trends show that young consumers are willing to purchase luxury brands despite lacking the capacity.

References

CNN. (2012). China youth have a savings rate near zero. Retrieved 26 March 2020, from https://www.youtube.com/watch?v=7qKhSSkUbt8

Sima, Y. S. & Pugsley, P. (2010). The rise of a’me culture’ in postcolonialist China.