IllustrationCreative Voice is a new series of publications by hunthaggarty, which focuses on trendsetting, creative youth in fast-growing, developing economies. China’s Creative Voice, the first book in the series designed by CHECKMEOUT, reveals how Chinese youth are developing a new creative language to find a unique mode of expression. The study provides an inspiring insight, not only for global brands wanting to grow in the Chinese market, but also for those looking to learn from this remarkable group of people who are reinventing their cultural identity to shape the world’s most influential economy.
Young Chinese are tired of mimicking the west and Japan, and are beginning to question their identities
in a land of silenced voices and prohibitive laws. they are instead turning their eyes towards china
to develop a language of their own. A restrictive history means they are having to work much harder,
resulting in an impressive show of passion, ambition and confidence. They are bound by a common
responsibility to forge a new voice that will form a blueprint for tomorrow’s domestic and international
cultural self-expression.
Few other countries have online networks, forums and blogs as active as in China, as young Chinese
enthusiastically share, test and develop their ideas. edgier local youth brands, as well as a handful of
international brands that have truly understood the market, also work as a platform for China’s new
generation to develop their creativity and express themselves.
China’s Creative Voice challenges the conventions of ‘outside in’ global research. Instead it has been built from first-hand research from within youth communities in China. The study filters these findings to provide key implications for those wanting to build a stronger relationship with creative youth in all markets.
The study is an invaluable asset for brands and businesses looking to engage with this dynamic
community, which is both setting trends in China and defining global mainstream culture for the future.
HuntHaggarty is an independent brand innovation consultancy, specialising in brand experience strategy and design.
