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

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A survey by the Eurasia Group Foundation last year showed 28 per cent of Chinese respondents reported an unfavourable view of the US. Photo: AFP

Published: 12:30am, 20 Mar 2021Updated: 12:20pm, 20 Mar 2021

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.

Citizens born in the 1970s and 1980s have memories of once admiring US individualism and democratic freedoms, but modern generations have become increasingly apathetic or even negative about the political system in the United States and its democracy amid increased geopolitical competition between Beijing and Washington.

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

Liu Xin

“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.

“Nowadays, regardless of product design or advertising creativity, Chinese and oriental elements are preferred by young Chinese. Foreign creatives increasingly do not understand the taste of Chinese consumers, and from about the second half of 2018 into 2019, most of our foreign colleagues were leaving China, one after another,” she said.

This is in sharp contrast to the 2000s and early 2010s, when American advertising ideas were very popular with Chinese consumers.

“After China joined the [World Trade Organization], a large number of international advertising agencies set up Chinese branches. At that time when we joined the industry, we all thought that the most wonderful ideas were in American advertising and the best advertising agencies were headquartered in the United States,” Liu said. “Advertisements from McDonald’s, Coca-Cola were known by every passer-by.