The last word from the East: Restless Youth

This article describes some of the changes in attitudes amongst young people in China, as some of them start to advocate for a different notion of Chineseness.

The last word from the East: Restless Youth

Edward BellFCB Greater China

Two weeks ago, a young lady from the post-90s generation called Liu Yuanyuan appeared on China's popular talent show Super Speaker. Her chosen topic was 'What young people can do for the world' and it has attracted a lot of attention across China's social media because her pronouncement was a direct statement that China's youth 'think different'.

For centuries, a key element that has defined traditional Chinese culture is the notion of 'keeping one's head down' – not questioning and certainly not getting involved in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands