Viewpoint: The Logic of Chopsticks

In this Viewpoint article, Jing Wang, the S. C.

Viewpoint: The Logic of Chopsticks

Jing WangMIT

It was early October 2008 and I was in Beijing doing a stint at an advertising agency. I was working for a home-care/personal-care multinational client that wanted to set up a Chinese mom website with social networking features. Our team explored the ecosystem of the emerging Chinese SNS websites that specialize in parenting and motherhood (e.g., babytree.com, motherol.com, leyou.com, etc.). Specifically, we were looking for posts that would validate some global insights about the growing “individualistic trends” of Chinese moms.

That assignment was quite revealing; local...

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