There has been a recent and burgeoning trend towards materialism in Chinese cultures, perhaps coinciding with recent economic booms. I witness this anecdotally whenever I walk down 5th Avenue in Manhattan and see a disproportionate number of Chinese people outside luxury retail stores. After perusing through some studies, I confirmed my intuitions and discovered that 68% of people from Chinese feel a lot of pressure to be successful and make money and that 71% of people from China are most likely to measure their success by what they own. Both of these numbers are the highest among all countries surveyed. Chinese consumers have now overtaken Americans to become the world’s largest buyers of personal luxury items.
When they first came to America, my parents lived in a cramped apartment, first in New York, and then in Boston. My father likes to recount stories of how he would have to make multiple treks in the middle of New England snowstorms to buy diapers because they didn’t have enough money for bus fare.
There is no doubt, that the Chinese demographic presents a massive opportunity to any Western brand. However most brands are not leveraging the top social media channels that are popular with the Chinese. When looking at Chinese audiences, two social media channels need to be considered and they are WeChat and Weibo. Each of these channels have advertising platforms that can be leveraged, but can be intimidating if you don’t speak Chinese or are not familiar with the Chinese landscape.
Do you recall the first time you stepped into an international business reception at a major hotel and found yourself amidst a sea of Asian faces? If so, you may also have noticed a diversity of Asian cultures and conversations in some incomprehensible languages: Cantonese Chinese, Hindi, Korean, Malay, Mandarin Chinese, Thai, Vietnamese, and perhaps others. If you have been put off when people in your presence have spoken a language other than English, you are not alone.
Asian Americans comprise about 4.5% of the United States. Among them, the Chinese Americans, with a little over three million—constitute the largest Asian ethnic group in the U.S. Most of them arrived at this country in three separate immigration waves, each characterized by its own set of reasons for migration.
To many of us, the idea of using two sticks with one hand to pick up a piece of chicken or vegetable from a plate or bowl and putting that same piece of chicken or vegetable into our mouth without dropping it is beyond one’s imagination. However, this is what one out of every five people in the world does at mealtime on a daily basis. These people with such dexterity with chopsticks live in what we call “chopsticks nations” such as China, Japan, Korea, and Vietnam.