The Post-90 generation (simplified Chinese: 九零后; traditional Chinese: 九零後; pinyin: Jiǔ líng hòu; Yue Chinese: 九十後, romanized: gau2 sap6 hau6 or Yue Chinese: 九零後, romanized: gau2 ling4 hau6) is a generation in China, especially in urban areas, generally considered to be born between 1990 and 1999 though sometimes considered to start with those born in fall 1989 (as they would graduate with those born in 1990).[1] They are the second generation of Chinese people to grow up as only children and in the post-Tiananmen era and the first generation to be born after the protests.[2] They are also China's last 20th-century-born cohort.[3]

They are alleged to have traits that are similar to the Post-80s generation, such as the Little Emperor Syndrome and a knack for information technology and capitalism, but in a much more highly developed way. On the other hand, the post-1990 generation is also characterized as being more realistic than the post-1980 generation.[4]

The Post-90 generation is also alleged to have less of a sense of hierarchy in the workplace and more of a sense of individuality compared to older generations.[1][5][6]

The Post-90 generation have distinct cultural characteristics and are stereotyped as "lazy, promiscuous, confused, selfish, brain-damaged and overall hopeless".[7][8]

Unlike the Post-80 generation, who witnessed a glimpse of pre-affluent China in the late 1980s and 1990s, all but the oldest members of the Post-90 generation have only known a booming urban China for most or all of their memory.[7][9][10]

See also

References

  1. ^ a b "Post-90s Graduates Changing the Workplace".
  2. ^ "Brands Struggle To Connect With China's "Post-90s" Generation - Jing Daily". Jing Daily.
  3. ^ "Talking About Whose Generation?: Why Western generational models can't account for a global workforce" (PDF). Deloitte Review. 2010. Archived (PDF) from the original on 2021.
  4. ^ "China's post-90s generation plays greater role in consumption: survey".
  5. ^ Nan Ma (September 2016). ""Be myself": Experiences of the post-90s of Chinese International Students in Canadian Universities" (PDF). Archived (PDF) from the original on 2020.
  6. ^ Jie Lu (September 2012). "China Case Study: The Me-Generation or Agent of Political Change? — Democratic Citizenship and Chinese Young Adults" (PDF). Archived (PDF) from the original on 2021.
  7. ^ a b How will China's tech-savvy, post-90s generation shape the nation? CNN July 18, 2010
  8. ^ Du Yuxiang (April 2011). "Communication Disconnect: Generational Stereotypes between Generation X/Y and Baby Boomers in American and Chinese Organizational Communication" (PDF). Archived (PDF) from the original on 2021.
  9. ^ "China Luxury Report 2019: How young Chinese consumers are reshaping global luxury". McKinsey & Company. April 2019. Archived from the original on 2021.
  10. ^ "Double-clicking on the Chinese consumer: The new health craze, the rise of the post-90s generation, and other trends worth watching". McKinsey & Company. November 2017. Archived from the original on 2021.