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...