• Reportage
• HILL

Source: Campaign China

At the beginning of the new year, the offline launch event of “The Dynamics of Chinese People 2023” returns, highlighting a fresh start for life.

On January 2024, Hakuhodo Institute of Life and Living Shanghai (HILL Shanghai) unveiled the 11th set of findings from “The Dynamics of Chinese People” research project, which is being jointly conducted with the School of Advertising at the Communication University of China, at the first offline launch event in four years.

The research theme for this year was “The Real Lives of Chinese Sei-katsu-sha Poised to Make a New Start in a New Era.”

2023 means a lot for sei-katsu-sha. As consumption remained weak throughout the year, we examined the situation of people in China, sensing signs of a shift in what sei-katsu-sha are doing. This year’s research, jointly conducted by HILL Shanghai and CUC, found that Chinese sei-katsu-sha are starting to move toward their own goals in a more relaxed manner without putting too much pressure on themselves. They are expanding their own world at their own pace with a light heart.

HILL Shanghai believes that the trend points to a new attitude developing among Chinese sei-katsu-sha, which is different from those observed in recent years including Nèi juǎn (be mired in excessive competition with school or work peers) and Tǎng píng (“lie flat,” or lose motivation to work hard).

The data comparisons in this year’s research are largely based on pre-pandemic levels and comparisons between China, Japan, and South Korea. As a result, they hold special reference value for studies regarding the “New Start” in China, including the following.

 

1. Changes in what sei-katsu-sha are doing
More people are enjoying their personal hobbies at the expense of learning/upskilling, gaming and team sports.

 

2. Context of the changes in what Chinese sei-katsu-sha are doing
Shifting their focus from communities/groups to individuals, sei-katsu-sha in China have found what they really want to do and are beginning to set their own goals.

 

3. Perceived hurdles for Chinese sei-katsu-sha in adopting something new, and how they address them
Specific hurdles include: “lack of time,” “lack of confidence in adopting/following through,” “lack of information” and “lack of people to do it with.” But instead of tackling these challenges head-on, Chinese sei-katsu-sha are finding ways to navigate the obstacles.

 

4. Keyword to describe the behavior of Chinese sei-katsu-sha going forward
From Nèi juǎn and Tǎng píng to Qīng qǐ or light-hearted self-development

 

 

Outline of surveys conducted in relation to this research

 

Survey on Changing Lifestyle among Chinese Sei-katsu-sha 2023
Sample size: 3,000
Respondent attributes: Males and females aged 20–49, living in Tier 1–3 cities
Survey method: Internet survey
Survey period: December 2023
Conducted by: Shanghai Zhongyan Network Technology Ltd.

“My Day” Diary Survey 2023
Sample size: 200
Respondent attributes: Males and females aged 20–45, living in Tier 1–3 cities
Survey method: Diary survey (cell phone recording or cell phone input)
Survey period: July 2023
Conducted by: Shanghai Horizon Research Co., Ltd.

Chinese Sei-katsu-sha Interview on Restarting Behavior, 2023
Sample size: 22
Respondent attributes: Males and females aged 20–49, living in Tier 1–3 cities
Survey method: One-on-one in-depth interviews
Survey period: October–November 2023
Conducted by: Shanghai Horizon Research Co., Ltd.

Survey on Changing Lifestyle and Behavior in China, Japan and Korea, 2023
Sample size: 1,400
Countries surveyed: China (Beijing, Shanghai, Guangzhou), Japan (Tokyo, Osaka) and Korea (Seoul, Busan)
Respondent attributes: Males and females aged 20–49
Survey method: Internet survey
Survey period: September 2023
Conducted by: Opinion Research Shanghai Boyu Co., Ltd.

 

For more information about the “The Real Lives of Chinese Sei-katsu-sha Poised to Make a New Start in a New Era 2023,” please subscribe to the official account of Hakuhodo Institute of Life and Living Shanghai on WeChat.

End article

 

Read article at:
https://www.campaignchina.com/article/既不内卷也不躺平？博报堂联合中国传媒大学广告学院推出轻启年度报告/493799