A large Diaosi billboard appears in New York's Times Square last month

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

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A large Diaosi billboard appears in New York's Times Square last month
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