Memes are becoming an increasingly popular form of cultural communication in China. As the country moves away from an accepting, collectivist culture and towards a more critical and individualistic one, memes are helping to disseminate new modes of thought.

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?

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?

In China, mobile gamers are competing over who can virtually clap the most enthusiastically for President Xi Jinping’s speech. With individualism threatening to undermine nationalism among the country’s youth, China is making the most of gamification to unite people under the state.