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China’s New Culture of Cool: Understanding the world’s fastest-growing market by Christopher Ireland, Cynthia Chan, Lianne Yu

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5. Yi (style) Image

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The literal translation of Yi is “clothing,” but to capture the changes reshaping Chinese culture, we have expanded the definition to cover a wider perspective on style. Clothing is an important focus of China’s young trendsetters, but so are accessories, cosmetics and shopping environments.

Chinese teens and young adults pay far greater attention to fashion and to their personal image than their parents’ generation ever did or ever ...

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