They have been called "Chuppies" in the world press.
They are a generation
who made money rapidly as China's economy got stronger and stronger. They are dynamic, young consumers with an eye for brand names and a desire to enjoy themselves.
The New Generation Market Research Institute calls them the "newly rich group." According to them, these people have high salary jobs, extensive purchasing power and no hang-ups about consumption. They are well-educated and constantly seeking new things.
Seventy percent of the newly rich group is aged 25-34, born in the seventies. Ninety percent own their own home and 78 percent have cars. Ownership of technical and other status goods is also high, and buying brand name goods is a priority for them.
They are keen newspaper-readers, wanting to be kept informed not only of world affairs but, of course, business news. This should hardly be surprising since over 40 percent of them invest their capital in the stock market.
But they say they care about the fortunes of ordinary people, the majority of the population who aren't as fortunate as them.
"If these people don't live a good life, if there are more and more people laid off, and if the gap between the rich and poor continues to widen, China will not be able to maintain stability in the end, which will affect all of us. We have to link our individual fortunes with the fortune of the whole nation," said Wang Dongming, boss of a Beijing company who can be considered rich even among his well-off peers.
Wang often donates money to charity, but complains that China lacks a normal charitable environment and he wonders how much of his donations actually reach those in need.
The newly rich group shares a prejudice against Japan with much of the rest of China's population, based on the invasion of the 1930s and 1940s. But this doesn't stop them being loyal consumers of Japanese goods.
One businessman, Li Bing, said, "Most of my home appliances are made in Japan. I choose products for their quality, not the producing country. I wish I could buy domestic goods, but their quality disappoints me."
According to the New Generation Market Research Institute, the group's major cultural activity is watching movies. "What kind of films? As we all know, Chinese love Hollywood movies like people in other countries," sociologist Li Mingshui told International Herald Tribune.
Xu Lin, a middle-level manager working in the media, explained their complex
attitudes to America: " Most of them have bachelor degrees. During their campus lives, NBA basketball matches were many men's favorite. Their usual date sites were McDonald and KFC. The hottest topic was studying abroad and the best destination was the USA. After graduation, the luckiest ones are those who worked in foreign companies, particularly American companies for the high salaries and good reputations."
Many grew up in the 70s and 80s, and Li Mingshui said this had a tremendous influence: "They lacked colorful cultural activities during their childhood and now they are eager to make up for it. They like to collect DVDs to play out their deepest dreams and are heavily influenced by American culture."
"Though they often strongly oppose America's actions, e.g. in Iraq and in bombing the Chinese Embassy in Yugoslavia, they often agree with American ways in lifestyles and thinking patterns." Li Mingshui added.
To Li Bing, it's only natural since American culture is the most powerful material culture in the world. "We can hold our diplomatic stance. But we should acknowledge that America is developed. Its ways are learned by people from undeveloped countries. To learn the American way does not contradict respect for your own traditional culture, since a living culture needs to be open."
Xu Lin agrees that many do not like aggressive US policies, but long for American ways of life. He concluded that Chinese people, especially the newly rich group, have their own dreams. But they form their dreams in an American mold - then they try to adapt it to Chinese realities.
(China.org.cn by Wang Ruyue, Yuan Fang and Li Shen, November 23, 2004)
