Amid media coverage about faulty vaccines and counterfeit drugs, trust has become crucial in the health decisions of Chinese citizens. LemonBox is a supplement provider that’s hoping to build consumer confidence by selling products from the US in packs tailored to each person’s needs.

Traditional Chinese Medicine, or TCM, is well-respected in China, with the majority of physicians prescribing it in tandem with Western remedies. Though TCM can offer effective, holistic care, a proliferation of counterfeit drugs may put people’s trust in the practice at risk.

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?

In China, calling someone a diaosi – which directly translates as ’penis hair’ – isn’t an insult. On the contrary, millions of Chinese in dead-end jobs, with no car, house or girlfriend identify with the term, wearing it as a badge of honour. But could self-deprecation be a danger to society?