This rather lame joke struck a chord with China's middle class, a rapidly expanding group that now numbers over 300 million. As a middle-class lifestyle grows increasingly normal, so has disdain for flaunted wealth. Many Chinese would now say they consider themselves the antithesis of tuhao -- educated, fashionable, and disdainful of conspicuous consumption.
At the same time, Chinese live in a society where understanding tuhao is valuable, catering to tuhao taste is lucrative, and making tuhao friends is sensible. Multinational corporations understand this.
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 suchtackiness, the gilded phone has become insanely popular in China, where it is known -- even in state media headlines --as the "tuhao gold."
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