China's underdog youth find success in 'diaosi' - or 'loser' - identity
The phrase meaning 'loser' is used by young Chinese to poke fun at their own low status. Many, particularly those who have found fame and fortune, wear it as a badge of honour
When a large Diaosi billboard appeared in New York's Times Square last month advertising the new online game, onlookers who know the meaning of the Chinese words were suprised.
Diaosi, which has a crude translation, was originally used to curse someone as a loser. But the phrase has gone mainstream since 2011 and is widely used by young Chinese as a trendy way to describe and poke fun at their own low status.
An estimated 526 million identify with the term, or 40 per cent of the Chinese population, said a survey recently released by online game developer Giant Interactive Group and yiguan.cn, an IT market analysis website.
The survey reflects the rise of a particular generation mostly born in the post-1980s and just starting their careers. They largely live on online, where they are able to unleash their frustrations and play out fantasy scenarios. In real life, their diaosi identity is worn as a badge of honour, especially for those who have made it big.
Linhai Tingtao, from fantasy to fame
“I’m one of the diaosi,” said Lin Hai. “We are common Chinese who are fighting for our dreams.”