1. Trends, lifestyles and videogames: How Chinese generational shifts impact China and their cultural aftershocks for the world (and investors) Frank Yu

3. Columbus Circle PIMCO Asia Equity Analyst

4. Chinadotcom Ion Global (CDC)

5. Principal Researcher Wireless and Games

6. Microsoft Xbox (PC Games, Mac, Peripherals)

7. First Asia Regional Business Manager

8. Microsoft Research Asia

9. Researcher Asia Cnter for Interactive Design

10. MS IE 7 /MS Media Center

11. Program Manager

12. MS Casual Games

13. Producer / Started first game team in China

14. Shouji Mobile Entertainment

16. South China Morning Post (Beijing Byte)

17. China Tech News

18. Asia Pacific Management ForumEducation : Harvard University / Rutgers University

20. 25Single Male

21. “The IT Master”

22. University Graduate in CS

23. Software Engineer in a foreign MNC

24. Wants a steady career. Buy an Apartment. Get married.

26. The Lost The Mini-LostThe StrawberriesThe JelliesLike US Baby Boomers and GenX, Chinese generations define the country and its trends Generations

27. The Lost Generation (Born in the 50’s AND 40’s) The Generation that manned the Cultural Revolution Schools and Universities closed Cultural Revolution in China known as the “Catastrophe” The Post war Reconstruction generation Denied school and normal life Rebuilding China Now in Power

28. The Mini-Lost (Born in the the 70’s) The T Square Crackdown Children of the Lost Generation Saw some of the biggest shifts as teens and young adults As Adults, driving the reforms and progress of the country

29. The Strawberries (Born in the 80’s) "Strawberries" (pretty and easily bruised, also the "little emperors") The Strawberries were the original rebels, the "egocentric kids" and Chinese "beats" with wild and crazy ideas, dabbling in new values the Strawberries - knew China before rampant consumerism The Strawberries were the original rebels, the "egocentric kids" and Chinese "beats" with wild and crazy ideas, dabbling in new values. "ho-hum has-beens, out-of-date.“ One Child Policy Kids V1

30. The Jellies(born in the 90’s) "Jellies" (colorful, insubstantial gelatin desserts). The Jellies are commonly called the "non-mainstream" generation. The outlook includes individualistic views like "I can live by myself.“ "self-centered and irresponsible, materialistic, spoiled brats.“ have known only abundance, and many of the outspoken Jellies are arrogant in their affluence.

31. University OverflowSuperGirlOne Child PolicyTexting/IM/LanguageThe Changing Dress of the Party Generational Disconnect

32. In 1998, 3.4 million Chinese attended university. In 2008, the number was 21.5 millionWhat was once a privilage for a select few, college education has defined a generational experience

33. Li Yu Chun – The Supergirl Li Yu Chun the super girl is not superman’s girlfriend or something, she is voted by 3.52 million china voters to become the winner of China singing competition “Super Girl 2005″ (“超级女生2005″). Supergirl Hunan TV Androgynous Ambiguous Sexualitty SMS Popular Vote

34. One Child Policies have a massive impact on China The policy was introduced in 1978 and first applied to children born in 1979. It was created by the Chinese government to alleviate social, economic, and environmental problems in China,

35. Chinese Text and BBS abbreviations TMD: A swear word, short for Ta Ma De, which is the Chinese equivalent of something-something-mama.BT: Stands for Bian Tai, meaning perverse, perverted, abnormal.SSGG: What girls type when they see a cute guy. Stands for ShuaiShuaiGeGe, meaning literally "pretty older brother."MM: Short for MuiMui, meaning "girl," or literally "little sister."88: A way of saying, "See you later." Eight in Chinese is pronounced "Ba," so 88 sounds like "Bye-bye."3Q: A way of saying, "Thank you." Three in Chinese is "San."FB: Stands for Fubai, meaning "corrupt."PF: Stands for Pei Fu, meaning "to admire."55555: What you type when you're crying. Five in Chinese is "Wu," and "WuWuWuWuWu" is the sound (we suppose) of someone sobbing.

36. Deng Xiaoping The Mao Suit Actually, its the Sun YatSen suit

37. Jiang Zemin Big Glasses Trousers Ran high…very high

38. HuJintou China’s first photogenic president

39. Zhu RongJi The Father of Snappy Govt. Dressing Progressive in Economic Reforms and Snappy dressing The Hugo Boss and Burberry Look

40. Egao (Media Remixing)Shanzhai (The Mountain Bandits)LOHASSOHOTaobaoHuman Flesh Search The Cultural Evolution

41. Egao (DIY Parody Remix Culture) The two characters "e" meaning evil and "gao" meaning "work" combine to describe a subculture that is characterized by humor, revelry, subversion, grass-root spontaneity, defiance of authority, mass participation and multi-media high-tech. A critical ironic exposure of wasteful and self important points of society in the guise of humor "The Bloody Case That Started From A Steam Bun“ A pardoy of Chen Kaiges overblown movie The Promise Older generation doesn’t get it so one can code messages within the format

42. Shan Zhai – Mountain Bandits Like Robin Hood Rag Tag Guerrillas Winning by craftiness against more powerful forces Cultural Heroes of the Younger Generation Non-conformist and underdogs

43. ShanZhai Panda (it’s a dyed dog) Witty use of resources Absurd but visionary expression of individualism

44. Tao Xian Li – DIY Shanzhai Submariner Internet Hero DIY Shanzhai Submarine builder Built a small midget submarine in the middle of Beijing for fun. Tested in a lake outside Beijing

45. The Hope Made with flea market parts Hull is a storm drain Can stay submerged for 10 minutes Oxygen bought from surplus tanks in flea market.

46. LOHAS (Lifestyle s of Health and Sustainability) A return to a simpler life and core values New Age like movement of holistic and eco-aware lifestyles and products AntiMaterial Sustained affluence Organic and a return to the Earth Work Life Balance Factory workers and developers finding the LOHAS lifestlye

47. Zhang Ziyi for LOHAS More than a marketing trend A Lens to view the younger generation who don’t remember the lean struggling years

48. SOHO (Small Office Home Office) The Home Office movement in China Small unit office spaces for creative and intellectual property industries A developer spreading office building throughout China Younger Generation turning away from corporate and factory work for less lucrative but more lifestyle attractive work

49. TaoBao(New consumers – New Entrepreneurs) Like the eBay craze of the 90’s Younger Generation have turned into online fanatics The Taobao Shop is the entrepreneurial dreams of a new generation. Alipay and COD delivery

50. Human Flesh Search Netizens find people or uncovers their personal details and publishes to the Internet Creates Celebrities Punishes the corrupt and the abusive by exposing them to the Netizens/Mob The women in Red Wang Zifei王紫菲 Vigilante Justice against Corrupt officials Rich People Jerks

51. Shanzhai phonesBBS / Blogs / QQ / RenRen The Great Firewall Green DamThe Three Waves The Changing Face of Tech

52. Shanzhai Phones

53. The Chinese Online Socialsphere BBS (Bulletin Boards and Forums) Blogs QQ / MSN FacebookRenRen and Kaixin Twitter and Sina’s clone

54. The Great Chinese Firewall

55. The Chinese Intranet (globally Unique) Blocked Facebook Twitter Blogspot YouTube Flickr (sometimes) Sensitive sites blockedLFalung Gong. Uighar Separatists Forums are monitored Certain topics forbidden CCTV Fire Sichuan Earthquake and Schools Polls and surveys showing dissatisfaction

56. Green Dam Filtering software that was mandated on all PCs in China The Netizens rebelled and ridiculed it The Nanny Badly programmed Multi Million Contract given to a small software company The Younger Generation have their own ways of protesting without getting into trouble

57. The Three Waves Copy / Mutate / Expand The Chinese tech development model The Chinese Outsource Manufacturing model Lenovo : HP Distributor / PC Maker / Device Maker Huawei: PBX Distributor / Router Maker / China’s GE

58. Game CompaniesCopies / Mutation / StabilityShanda/Giant/RenRenHappy farmThe New Media of a new Generation Let the Games Begin

59. Wave 1 Licensed Kor-Twn MMORPGS Subscription Service based Localized and operated locally

61. Monetization from avatars

63. Game Culture is Mainstream Culture in China ChinaJoy game conference is one of the largest in the word Chinese Youth use games as their context of a common shared mythology StarCraft DOTA Counterstrike WoW Audition Happy Farm is as common knownledge to kids as TV shows or movies

64. Government Regulators Main Overseers Ministry of Culture Ministry of Information Industry General Administration of Press and Publications Also… State Administration of Radio, Film and Television Ministry of Commerce Public Security Bureau JingJing and ChaCha Internet Cops

65. CCTV - Not the Choice of the New Generation Young people go online to watch onlinevideors from Yukou and Tudou CCTV (Chinese broadcast TV) has become the CBS of Chinese Media (for old folks and farmers) New Media is rising. Expect more regulations and oversight on Online Games, Videos and Forums.

66. Inflation (Factory and Services)New Content, New Biz modelsChina’s Global Role Take Away Trends

67. The missing thousands 2009 Downturn devastated Southern China Manufacturing. Whole factories shut down. Hundred thousands laid off 2010 Business picks up and re-hires. Thousands did not return Where did they go? Jellies went LOHAS

68. Inflation and Higher Costs Inflationary Pressure Demand for skilled talent Drop in population Labor pool shrinking LOHAS and SOHO Yuan appreciation pressure rising Younger Generation want to brand Companies move away from Outsource and Contract Manufacturing New Labor is mobile and can go online and abroad Companies going deeper to the west but not the same gains or talent

69. New Media and New Biz Models China’s Unique landscape of users, regulation, piracy and cultural trends will spawn new media content and business models Free to Play Virtual Goods Chinese digital brands and characters Alternate Reality entertainment Online / Offline Media integration Still more cost effective than Developed Markets CrowdSourcing – Illegal but rising The Wireless Generation (the Mobile revolution)

70. China’s Global Role An exporter and manufacturer of digital content and equipment to the developing world Indian Pharma of Design China design and develop is Fast, Cheap and Out of Control Darwin on fast forward Chinese tech companies iterate and mutate fast Feedback Driven AGILE – like Copying is only the first wave, it’s the second wave that is interesting China is a bully that uses it size and leverage to get what it wants. Think of it as the Wal-Mart of Countries

72. 25Single Female

73. University Graduate in Computer Science

74. Admin in a US VC in Beijing

75. Wants to start a Taobao shop

77. Questions Contact: FrankYu@Gmail.com Twitter: Frankyu Thank you

78. References http://56minus1.com/2009/05/shanzhai-johnny-worker/ http://www.chinadaily.com.cn/china/2008-07/08/content_6827911.htm http://www.jellygen.com/ http://www.chinasmack.com/wp-content/uploads/2009/05/chunghwa-cigarette-box-mobile-phone-02.jpg http://jeelife.com/2005/12/27/china-supergirl-li-yu-chun/ http://online.wsj.com/article/SB124087181303261033.html http://en.wikipedia.org/wiki/One-child_policy http://thesinophile.blogspot.com/ http://www.weikhang.com/2008/08/chinese-sms-abbreviations.html http://www.chinadaily.com.cn/cndy/2006-07/22/content_646887.htm http://www.zonaeuropa.com/culture/c20060108_1.htm http://english.cri.cn/4406/2008/01/25/1122@317621.htm http://www.chinahush.com/2009/11/24/mystery-woman-in-black-behind-obama-at-the-town-hall-meeting-becomes-popular-then-speaks-out/#more-3608 http://worldfocus.org/blog/2010/01/05/chinas-great-firewall-falls-briefly-allowing-youtube-porn/9096/