A new catchphrase is gaining popularity on China's social media platforms: The Beauty of the Boom Years. Users on apps like RedNote and Douyin are sharing nostalgic memories from the 2000s and early 2010s, featuring photos of bold fashion, upbeat music, and vintage commercials that evoke a time of optimism in China.
Many users reflect on the era's music, with one middle-aged man commenting on the exuberance of past lyrics compared to today's more survival-oriented themes. Others reminisce about fashion trends, noting a stark contrast between the daring styles of the past and the more conservative clothing choices of today's youth.
The hashtag #BeautyOfTheBoomYears has sparked discussions among those who began their careers two decades ago, highlighting the abundance of job offers and generous bonuses they once received. In contrast, younger users express nostalgia for a childhood filled with vibrancy and potential, contrasting sharply with the current economic challenges they face.
This catchphrase encapsulates a longing for a time when China's economy was booming, and optimism was prevalent. It serves as a commentary on the current mood in the country, particularly among younger generations dealing with an economic slowdown, high youth unemployment, and increased social restrictions.
Nostalgic hashtags like #Millennium and #ChineseDreamcore have garnered over 10 billion views online. The boom years are often linked to China's entry into the World Trade Organization in 2001, which marked a period of entrepreneurial spirit and rising living standards.
While the past encouraged risk-taking, today's environment has shifted towards caution, with civil service jobs becoming increasingly popular among young job seekers. Social media posts illustrate this transition, contrasting lighthearted entertainment from the past with the more serious themes of contemporary media.
The nostalgia surrounding the boom years reflects a broader counterculture among Gen Z, who feel disillusioned and uncertain about their future prospects. This sentiment has manifested in various forms of quiet resistance, including movements like “lying flat” and “let it rot,” which reject traditional career ambitions.
While authorities have allowed this nostalgic trend to circulate, it remains an implicit critique of current conditions. The youth's dissatisfaction is evident, as they navigate a landscape shaped by economic pressures and social constraints.
Individual stories illustrate this shift. One 34-year-old engineer recalls a once-vibrant youth now overshadowed by a lack of opportunities, while a 25-year-old woman reflects on the loss of community in her neighborhood. Another individual, who left for Germany, expressed disappointment in the limited social safety net and legal protections in China, emphasizing the need for fairness and respect in society.
Overall, the nostalgia for the boom years highlights a complex interplay between past optimism and present challenges, revealing a generation grappling with the realities of a changing economic landscape.