Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Young Chinese are indulging in defeatism
  • Young Chinese are indulging in defeatism
    Sanetwo Tnmc, Creative Commons (2017) ©
Subculture

How are Chinese youth embracing misery?

Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known as sang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?

Canvas8