但与此同时,在当下的中国社会中,理解土豪是很有必要的,迎合土豪趣味是有利可图的,和土豪交往是很有道理的。跨国公司懂得这一点。
Tuhao had their breakout moment on Sept. 20, when Apple introduced a gold version of the new iPhone 5s smartphone. Despite initial disbelief that Apple would indulge such tackiness, the gilded phone has become insanely popular in China, where it is known -- even in state media headlines --as the "tuhao gold."
9月20日,土豪们终于扬眉吐气了。这一天苹果公司推出了金色的新型号苹果5s智能手机。人们起初不敢相信苹果会如此张扬俗气,然而这款镀金手机很快在中国受到疯抢。在中国媒体的头版头条资讯上,这款手机被称为“土豪金”。
The tuhao concept extends beyond gilded gadgets. On Sept. 22, members of Hollywood royalty flocked to the seaside Chinese city of Qingdao for the opening of a cinema complex owned by developer Wang Jianlin, whom Bloomberg calls China's richest man. China's Internet users labeled the event an "Extravaganza of Tuhao" and a celebration of "Haollywood". A-listers rubbed shoulders with security guards in uniforms; elderly locals performed Chinese opera. The country's middle class, it seems, is conflicted: The nouveau is surely gauche, but the old is still uncouth.
土豪的概念不只体现在手机等小玩意的品味上。9月22日,好莱坞御用班底齐聚青岛,参加彭博社所称的中国首富王健林旗下一个电影城的揭幕式。中国网民们将这个揭幕式成为“土豪的盛宴”,“豪莱坞”。上层名流和穿着制服的安保摩肩接踵;老一辈们表演着山东戏曲。这个国家的中产阶级似乎有些矛盾:新生的爆发户们显然十分粗野,老一辈的中产阶级还固守土气。
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