Undoubtedly, you remember the article we published on the Four Fantastics, a deep analysis of Chinese Millennials and Post-Millennials conducted by BrainValue during the last Luxury Fair in Paris. As the year comes to an end, the market research and strategic planning firm returns with a journey into the heart of the new Chinese masculinities. ULTIMZ Journal had the opportunity to speak with Nicolas Riou, an expert in masculinity and CEO of BrainValue.
In China, the concept of masculinity is going through a crisis. The traditional Chinese masculine model, characterized by values of courage, physical strength, and determination, had long been favored under communist China. This model was accompanied by a patriotic vision that served the purpose of nation-building. However, there has been a significant shift in recent years. The rise of the phenomenon known as “little fresh meat” has challenged the traditional masculine ideal. Influenced by Korean pop culture and television series, this term refers to a highly feminized man who places great emphasis on his appearance. Masculinity in China is now divided into two categories – a “feminized” identity that is highly appreciated by women and represents modernity, and traditional men who are pressured to change and adapt. Those who do not evolve face difficulties when dealing with more independent women who desire men that are more empathetic and attentive to their appearance. It is important to note that due to the one-child policy, there are approximately 34 million more men than women in China.
The concept of masculinity in China has become pluralistic. There are still those who adhere to traditional masculinity, but there are also individuals who choose to evolve by taking better care of their appearance and body while still preserving their sensitivity. Another dominant model of masculinity is the “little fresh meat” trend, which showcases young men who are highly focused on their appearance and meeting their partner’s expectations. This new embodiment of masculinity is overrepresented in Chinese media, encompassing elements of femininity, androgyny, and even the “flower boy” archetype – a highly feminized man. This trend is seen by some as a revival of the Wu masculinity, a period in Chinese history when men were highly feminized. Male beauty is no longer a taboo in China.
Chinese women are increasingly independent and financially autonomous. They believe that the “little emperors,” the only children in the family, have been excessively spoiled by their parents and are not attentive enough to women’s needs. They no longer want men who impose too many constraints, such as having their parents live with them for several years to raise their children. They expect men to be more empathetic and attentive. Chinese women are highly receptive to the “little fresh meat” trend because they feel valued and at the center of attention.
Western luxury brands are adapting to this evolution in Chinese masculinity and are capitalizing on the “little fresh meat” phenomenon. These men are more concerned with their appearance, making them a core target audience for luxury brands. Additionally, their media visibility and attractiveness make them highly effective influencers, especially for beauty products. For example, live streamer Austin Li claims to have sold 15,000 lipsticks in just five minutes. Thus, numerous brands, such as Givenchy or Guerlain, are using young men in their lipstick or foundation campaigns to target women.
Chinese Hip Hop culture has played a significant role in the emergence of Chinese streetwear brands. The success of the show “Rap in China” ignited the hip hop wave, leading to the development of several streetwear brands in the Chinese market. Brands like CLOT, founded by star Eddie Chen, and Chocolate or I.T are experiencing real success, following in the footsteps of American brands. These Chinese streetwear brands embrace the cultural content and values of hip hop, which resonate with many young Chinese individuals. These values include soft rebellion, self-assertion, and a focus on appearance.
Useful links:
1. Business of Fashion: China’s Post-90s Generation are Flexing New Styles of Masculinity
2. Jing Daily: Chinese Millennial Women: Three Stereotypes
