We all want to be young. But what’s it like being one of 300 million youth in China?
‘We All Want To Be Young in China’ is a film created by enovate, China’s leading youth insights company. It was made in response to the popular youth culture video ‘We All Want To Be Young’, released last year. It’s an inspirational, 3-minute crash course on one of the most important consumers in the world today: the Chinese youth.
Today’s Chinese youth are quite interesting and unique. This is because youth in China aged under 30 were born under the one child policy, which means they were brought up in world with centralised attention, wealth & pressure.
Although youth culture in developed countries (i.e. USA, Australia) began in the 1950s and 1960s, it wasn’t until China opened it’s doors to the world in the late 1970s, that a youth culture began to emerge - One that is still evolving today.