Linglei Like Me

Wha

t happens when a booming consumer culture collides with an emerging counterculture? In China the result is linglei chic—advertising that associates products with the images of rebellion and individualism. The message is clear: buy me, and you too can be cool

Electronics
With disposable incomes and a penchant for cutting-edge gadgets, youngsters are a key market for firms like electronic-goods maker Beijing Golden Global View Co. "Unlike other electronics companies that have a celebrity praising a product," says Zhang Weimin, project manager at the firm, "we decided to sell our products by using cool, individualistic young people." It helps to offer the right gear. Beijing Golden Global View is expanding its product line from electronic dictionaries to hipper stuff such as digital cameras and MP3 players.

Media
China's media market has evolved from the days when everyone read the same propaganda broadsheets. Particularly crowded are magazine racks dedicated to fashion and lifestyle. "We need to distinguish ourselves from other magazines, so we use cool covers with a linglei feeling," says Zhang Hua, editor of Guangzhou Modern Magazine. Last month's cover featured a model with metallic eye shadow and lots of attitude.

Cell Phones
Chinese mobile-phone maker Panda uses skateboard dudes in a television advertisement to give its cuddly brand a dose of countercultural cool.

Fashion
Competition for entry to the LaSalle-DHU International Design School annual fashion show in Shanghai is fierce, but Zuo Zhiyong scored a coveted spot by channeling the linglei vibe into his garments. Details include rugged denim, pictured left, and naughty lace. "I hope my clothing will challenge normal Chinese fashion trends," says Zuo, 23.

Body Art
Just a few years ago, tattoos were taboo for nice boys and girls. Today, John, a piercing-and-tattoo shop in Shanghai, does a thriving business supplying body art. "Some of our customers are suit-wearing types straight from the office," says Xing Haisong, owner of John. "Everyone has a wild nature in their heart, and now they feel more free to express it." Dad will be so impressed.