Mock the ‘curator,’ peel the pomelo: China’s new lexicon

Chinese consumers are entering an era where self-expression centers on “state” rather than “identity.” Language is not only helping them redraw their personal boundaries, but also filtering which brands they trust. Across 2025’s buzzwords, a pattern emerges: instead of aspiring to an ideal identity, young Chinese consumers are validating their present emotional state. Whether it’s the tongue-in-cheek “curator” (主理人), the order-seeking mantra “finish yours, then yours” (做完你的做你的), the styling formula “basic, not basic” (基础,就不基础), the rebellious life hack “evil cultivation” (邪修), the authenticity-driven “real-life vibe” (活人感) or the self-care phrase “love your inner self” (爱你老己), these terms reflect an era of inward recalibration, where individuals prioritize self-acceptance over self-improvement. Amid economic and social pressures, patience for grand goals and elite narratives is eroding. For brands, this linguistic shift represents more than an opportunity to “ride the meme.” When consumers use language to redefine their boundaries, brands projecting the right attitude or polished personas risk appearing inauthentic. Real engagement requires acknowledging individual differences and allowing consumers to be themselves without judgment. Here are six buzz phrases that reveal how young Chinese consumers define themselves and what they value. Curator (主理人) The Chinese term “curator” (主理人, zhuliren) underwent a reality check. Originally used to describe figures in streetwear, cultural ventures and independent designers who combined aesthetic vision with business acumen, the label signaled hands-on founders who infused personal style into every aspect of operations, earning loyalty from consumers seeking individuality and quality. But as the label spread, it was applied to a multitude of small shops and stalls, and its cachet faded. Elite attitude with poor service, style over substance — many self-proclaimed “curators” lost their appeal. The internet responded with mockery, dubbing them “sole proprietors who can’t afford staff.” The underlying message: consumers will no longer pay premium prices for impressive titles alone. The “curator” backlash serves as a market correction. As information becomes more transparent, packaging disconnected from substance gets exposed. Finish yours, then yours (做完你的做你的) The breakout star of the “curator” phenomenon is Li Junyong, a Jingdezhen fried chicken vendor known online as “Chicken Cutlet Guy.” During peak hours, Li would repeatedly shout “Finish yours, then yours!” while flipping chicken cutlets as crowds pressed in. Combined with playful rules like a 1 RMB ($0.14) student discount or “chicken cutlet free, plastic bag 6 RMB ($0.84),” he efficiently managed the chaos. His confident delivery and ironic humor went viral online. Netizens joked that his 6 RMB chicken cutlet delivered “600 RMB ($84) worth of emotional value,” cementing his status as the “Chicken Cutlet Curator.” The phrase “Finish yours, then yours!” resonated because it imposed order on chaos. It struck a nerve with workers juggling multiple tasks, spawning an office worker version: “Four urgent requests? Finish yours, then yours!” The phrase transforms overwhelming pressure into something tangible — a discrete, manageable queue. Rather than passive complaining, it offers an active way to reclaim control. Basic, not basic (基础, 就不基础) Fashion blogger Zhang Qi (张琪Jieji) popularized the styling formula “basic, not basic” in a tutorial video demonstrating how contrasting pieces — “top basic, bottom not basic” — create fashionable looks. The video garnered over 1.6 million likes across platforms. Netizens quickly remixed the format to comment on everyday imbalances: “flights basic, hotels not basic” for travel overspending, or “salary basic, spending not basic” for living beyond one’s means. As the format spread beyond fashion, it became a way to express life’s frustrations with self-deprecating humor. The underlying mindset: accept reality’s constraints but refuse to settle for mediocrity. By creatively mixing “basic” and “not basic,” young consumers signal a desire for personal expression within practical limits — finding freedom without overstepping boundaries. Evil cultivation (邪修) “Xie xiu” (邪修, literally “evil cultivation”) originally referred to shortcut-seeking sects in Chinese fantasy novels. Among young consumers, it now describes unconventional, low-effort life hacks. Examples include using a muddler to juice fresh oranges instead of the traditional caramelization process or marinating meat with Yakult — inventive, time-saving methods that have accumulated more than 4 billion views on short-video platforms. The trend reflects how young people, facing economic and social pressures, seek efficiency and enjoyment through clever workarounds that reshape traditional rules. The trend represents pragmatic self-regulation. It avoids perfectionism while rejecting passivity, embracing a mindset where completion matters more than perfection. Young consumers use these unconventional tactics to regain control, creating accomplishment under limited resources. The shift signals a move from rigid “this won’t work” judgments to an open-minded “maybe this can work” approach — discarding formalism while balancing efficiency and enjoyment. Real-life vibes (活人感) “Real-life vibes” (活人感) has become the latest pursuit on Chinese social media, driven by a desire for tangible authenticity. In a digital environment saturated with filters and curated personas, consumers are rejecting polished perfection in favor of content that bears the marks of real life — flaws, spontaneity, emotional fluctuations. These unquantifiable elements have become a way for young consumers to resist digital numbness and seek authentic self-affirmation. The trend breaks perfectionism’s hold, encouraging people to show their true selves and it eases anxieties about appearance and status. For brands, it signals a marketing shift: from crafting flawless images to building genuine trust. Consumers have grown immune to formulaic advertising. Authenticity has become the rarest currency. A thoughtful comment in a discussion thread, or candid behind-the-scenes content can earn loyalty far more effectively than polished ad campaigns. Brands must engage with consumers as real people — meeting the emotional need to feel seen and respected. Love your inner self (爱你老己) “Ai ni lao ji” (爱你老己, literally “love your inner self”) became one of this year’s hottest expressions. The phrase went viral after a content creator shared a daily life video: “I said I wanted to eat a pomelo but didn’t want to peel it. After saying it, I immediately peeled it myself and enjoyed it — love yourself, see you tomorrow.” The clip garnered millions of likes as the phrase spread into everyday scenarios across Chinese social media. The phrase resonates with young consumers’ desire for self-care amid workplace pressures and transactional social interactions. By personifying themselves as “lao ji” (inner self), they treat themselves as a friend worthy of care and emotional support. The trend redefines self-love through simple, low-cost actions — like peeling a pomelo for oneself — resisting consumerist pressures that equate care with spending. It advocates sustainable self-compassion: caring for oneself while remaining responsible to others.

Sectors

Insights

Company

Mock the ‘curator,’ peel the pomelo: China’s new lexicon