China’s millennials, Generation Z leading nation away from Hollywood films, American culture, US brands
- Blockbuster films like Avatar, Transformers: Dark of the Moon and Titanic once topped the box office charts; now domestic films like My People have taken over
- Amid changing sentiment in China, the likes of Nike, McDonald’s and Coca-Cola have also been forced to change their approach
China’s youth do not seem to want to go so far as to be labelled anti-American, but while older generations once admired US values, films and brands and held the political conditions and economic and technological advancement in a positive light, conversations with the younger generation show the appeal has certainly faded in the last few years.
Whether it is the change in China’s advertising, fashion or entertainment industries, millennials born between 1980-95 and Generation Z born between 1995-2010 in China are less inclined to prefer American culture, products and values than Generation X born between 1961-80.
China’s younger generation value being patriotic, pursuing individuality and taking pride in China’s rapid development.
In general, young consumers now do not admire American culture and fashion, compared to those born in the 70s and 80s, which is quite a big change
“In general, young consumers now do not admire American culture and fashion, compared to those born in the 70s and 80s, which is quite a big change,” said Liu Xin, a creative director of a leading advertising agency.