Amid expectations to strive at work, settle down, and be successful, many young people in China are feeling under pressure; 62% think that their lives are too stressful. How is the Buddhist Youth subculture reacting to societal demands? And how can brands tap into this so-called 'Zen-generation'?

Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known assang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?

Despite the infamous Great Firewall, China’s netizens are outgrowing internet users across the rest of the world. But what are they spending their online lives doing in the landscape that exists beyond the Wall? And what – if anything – is the rest of the world missing out on?

In China, calling someone adiaosi– which directly translates as ’penis hair’ – isn’t an insult. On the contrary, millions of Chinese in dead-end jobs, with no car, house or girlfriend identify with the term, wearing it as a badge of honour. But could self-deprecation be a danger to society?