The annual buzzword selection event, a significant cultural fixture held for 18 consecutive years, commenced in Beijing on Monday. This year’s edition, jointly organized by the National Language Resources Monitoring and Research Center, the Commercial Press, and Xinhuanet, aims to encapsulate the essence of the year in a single Chinese character and word, reflecting both China and the global stage.
This event is more than just a selection of popular terms; it serves as a cultural barometer, capturing the zeitgeist of Chinese society and the wider world. It encourages public participation in documenting everyday life, facilitating reflection on societal development and changes, both in China and globally. This process also enhances the appreciation and understanding of the beauty inherent in the Chinese language.
The selection process is divided into three phases: the launch, voting, and the final announcement. During this time, the top 10 popular Chinese buzzwords, top 10 Internet slang words, and top 10 new words will be chosen. The culmination of this event will see the revelation of the year’s defining character and word on December 20.
The launch ceremony was a showcase of potential candidates. For China, the list of buzzwords included terms like the Belt and Road and the Global Civilization Initiative, as well as cultural phenomena such as the Asian Games. The world list featured pivotal terms like the Israel-Hamas conflict, China-US relations, and technological advancements represented by ChatGPT.
An interesting addition to the buzzword candidates came from a video presented by the video-sharing app Kuaishou. This list, curated by an algorithm, included terms like “Village BA,” “Zibo barbecue,” “entrepreneurship in street vending,” and “mediocre earning youth,” reflecting the evolving life attitudes among young Chinese post-pandemic.
The term “mediocre earning youth” exemplifies this shift. It describes young individuals who seek self-sufficiency through steady, modest daily earnings, favoring a simple life over grand ambitions. They find joy and value in everyday experiences, appreciating the beauty in their surroundings and deriving satisfaction from their achievements, no matter how small.
This trend is a reflection of the rapid societal and economic development in China. Many young people are moving away from traditional career paths, seeking to fulfill their potential through personal efforts and innovation. As a result, the concept of “mediocre earning youth” has become synonymous with young entrepreneurs starting small businesses or stalls, prioritizing passion over profit and gradually building their livelihoods.
The phenomenon of Zibo barbecue provides another telling example. Zibo, a city in Shandong Province, became a social media sensation for its local culinary specialty. In 2023, accommodation bookings in Zibo skyrocketed by 800 percent for the May Day holidays compared to 2019, with searches for “Zibo barbecue” on platforms increasing by 770 percent year-over-year. This surge in popularity was largely driven by college students from neighboring cities, embodying a travel style humorously dubbed “special forces-style tourism.” This approach reflects a preference for short, spontaneous trips focused on experiencing diverse cuisines and attractions efficiently and affordably.
This trend among young travelers demonstrates a changing attitude towards travel and leisure. It emphasizes the desire to experience life fully, whether through a short weekend trip or an extended holiday. The emphasis is on the journey and the experiences, rather than the duration or the expense involved.
Social media videos captured the essence of this trend, showing crowds lining up for Zibo’s famous barbecue, with people enjoying their meals in a convivial outdoor setting. Spontaneous singing of popular Chinese songs by the crowd highlighted the joyous and communal atmosphere of these gatherings.
This evolving trend in domestic tourism is indicative of a robust recovery and continued growth in China’s tourism sector. It underscores the varied preferences of domestic tourists and introduces a novel attraction model that particularly appeals to the younger generation, emphasizing spontaneity, exploration, and enjoyment of local culture and cuisine.
READ MORE: