Chinamaxxing: is the trend really about China or Gen Z fleeing Western fatigue?
The iconic wrapper of White Rabbit, a six-decade-old Chinese milk confectionery, has recently gone viral in the West. Shared this month in a post on X, formerly Twitter, the retro packaging was hailed as an “absolute masterstroke of graphic design”. Its distinctive waxy paper – featuring a white rabbit against a red circle, with blue-and-white rabbit motifs lining both edges – has since racked up…
In recent months, a new trend has taken social media by storm, dubbed "Chinamaxxing." By analyzing posts and videos, it appears this phenomenon centers around Western youths, particularly those in their late teens and early twenties, embracing Chinese lifestyle elements. From drinking goji berry tea and preparing congee to practicing tai chi and donning viral Adidas "Tang" jackets, these young individuals are immersing themselves in Chinese culture.
The viral wrapper of the six-decade-old Chinese milk confectionery, White Rabbit, played a pivotal role in this trend's popularity, with users creating various tributes and translations online. While some see this trend as a creative outlet and a means to escape Western fatigue, experts caution that it may not translate into increased political goodwill towards China in the near future.
Written by urgent.news from South China Morning Post's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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