在今年春天，我们使用Skype接受了一个来自伦敦的视频访谈，主要谈及中国的年轻创意一代。现在我们部分交谈内容已经被编辑整理、收录到这本《中国的创意发声──勇敢的新青年文化》一书中。

IllustrationCreative Voice is a new series of publications by hunthaggarty, which focuses on trendsetting, creative youth in fast-growing, developing economies. China’s Creative Voice, the first book in the series designed by CHECKMEOUT, reveals how Chinese youth are developing a new creative language to find a unique mode of expression. The study provides an inspiring insight, not only for global brands wanting to grow in the Chinese market, but also for those looking to learn from this remarkable group of people who are reinventing their cultural identity to shape the world’s most influential economy.

Young Chinese are tired of mimicking the west and Japan, and are beginning to question their identities in a land of silenced voices and prohibitive laws. they are instead turning their eyes towards china to develop a language of their own. A restrictive history means they are having to work much harder, resulting in an impressive show of passion, ambition and confidence. They are bound by a common responsibility to forge a new voice that will form a blueprint for tomorrow’s domestic and international cultural self-expression.

Few other countries have online networks, forums and blogs as active as in China, as young Chinese enthusiastically share, test and develop their ideas. edgier local youth brands, as well as a handful of international brands that have truly understood the market, also work as a platform for China’s new generation to develop their creativity and express themselves.

China’s Creative Voice challenges the conventions of ‘outside in’ global research. Instead it has been built from first-hand research from within youth communities in China. The study filters these findings to provide key implications for those wanting to build a stronger relationship with creative youth in all markets.

The study is an invaluable asset for brands and businesses looking to engage with this dynamic community, which is both setting trends in China and defining global mainstream culture for the future. HuntHaggarty is an independent brand innovation consultancy, specialising in brand experience strategy and design.