Laurence Lim of Cherry Insights, an intercultural branding agency, discusses how Western brands can address China’s mental health issue with audacity.
Share this article on Talk, a country where psychology, banished during the Cultural Revolution, was long seen as a Western, individualistic and “bourgeois” discipline. The “trauma and two-year ultra strict lockdown amplified the “lying flat” movement, leading to more young people opting out of the struggle for workplace success and rejecting the promise of consumer fulfillment.
the “chillax trend” , advocating the acceptance of one’s “authentic self” and “whatever will happen,” translating into effortless monochrome outfits and a “quiet” consumption of luxury;the colorful “mental health mooncakes” imagined by the Shanghai Mental Health Center during Mid-Autumn Festival, delivering messages on depression and anxiety, which created a sensation.
During the last Paris Fashion Week, Chinese label Sisio, whose designer is open about her bipolar disorders, calligraphed scriptures of the heart sutra from Mahayana Buddhism on her clothes, intended to bring “peace of mind” to their wearer. , which just formed a mental well-being advisory board and multiplies community activities in many Chinese cities, most Western brands seem reluctant to address such emotional concerns.
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