Chinese Gen Zers are challenging the status quo and opting for careers as influencers instead of mainstream corporate jobs after graduating. Recent years have seen high rates of youth unemployment alongside a pushback to hustle culture, but what’s the root of this quiet rebellion?
Career aspirations are shifting in China from corporate hustle to wanghong (influencer) lifestyles.
60% of recent graduates would consider a career in vlogging, live streaming or similar online content creation roles, and only 38% of recent graduates said this type of career is not an option they’re considering.
This once-niche industry is becoming increasingly mainstream in China, evident in “livestream salesperson” becoming an official state-recognised job in 2020 and the Chongqing Institute of Engineering launching a three-month course which trains students to become professional livestreamers.
However, this career path is low paid compared to the national average salary in China. Content creators only make around CN¥5,000 ($700) per month compared to the national average wage of CN¥29,300 ($4,000).
So, why would recent graduates choose this lesser-paid career path in the first place?
One factor fuelling this shift is the high rates of youth unemployment in China which rose to over 20% of young people between the ages of 16-24 years in April 2023 – and figures continue to climb causing the Chinese state to suspend the release of youth unemployment figures.
Some attribute this rejection of corporate life to the ‘lying flat’ phenomenon and the ‘quiet quitting’ work trend, seen in resignation parties that salute anti-hustle culture and sarcastic graduation photos.
This shift is also part of the movement against the ‘996’ work style where an employee is expected to work 9 am to 9 pm six days a week.
By protesting against hyper-productive work environments and challenging the status quo, Chinese Gen Zers are demanding more by opting to do less and rejecting traditional workplace expectations.
Chinese youth are opting for a slower way of life overall, with many flocking to the countryside or turning to temples and lucky charms to cope with increasingly busy schedules at work and school.
“Gen Zers have reached a point in life economically where they can afford the bare minimum but they can’t always afford to really live or thrive and so that’s caused them to be, in some cases, apathetic,” said Allison Malmsten, the marketing director at Daxue consulting, a market research and management consulting firm focusing on the Chinese market, in an interview with Canvas8.
On top of this, young graduates believe that entry-level jobs are underpaid and do not match their qualifications and skills.
“Many of my peers in college haven’t found a proper job after graduation either, they also complain about job offers which are much lower than their expectations,” said recent arts graduate, Zhang Siyuan.
In contrast to peak job stress, the influencer lifestyle is giving Zers more agency over their livelihood and how they choose to spend their time day to day.
China's Gen Z are realising that in the age of clicks and swipes, pivoting to a career as an influencer can turn likes into a semi-stable source of income. For this cohort, it's not just about being the smartest person in the room, but also the most followed.
