2024 Chinese Buzzwords: Understanding China's Gen Z

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For the first newsletter of 2025, we want to share a brief recap of the past year: China’s 2024 Internet Buzzwords.

Language is a mirror of its time, and popular phrases often reflect the characteristics of a generation. Through these trending words, we can gain insights into the mindset of young people, their attitudes toward consumption, emerging trends, and even the secrets behind viral content.

On November 20th, the Cambridge Dictionary chose “manifest” as the word of the year. Inspired by this, we’ve curated five standout buzzwords from the Chinese internet, based on multiple references.

Stay tuned to see which of these words best reflects your 2024!

1. 松弛感 （Song Chi Gan): relax & inner peace

Definition: A term describing a relaxed, unhurried, and unforced attitude or state of life. It emphasizes inner calm and self-acceptance while also reflecting outwardly in aspects like fashion choices, work pace, and lifestyle.

If we?had to pick just one buzzword to represent 2024, it would be “松弛感” (relax & inner peace). There has been 431K posts using the #松弛感 on Red, generating 2.4 billion visibility and 5 million comments. In Douyin (TikTok),? the videos using the hashtag have generated 9.7 billion views.

Post-pandemic economic downturns, ongoing global conflicts and wars, rising costs of living, and increasing unemployment rates have created a climate of competition, anxiety, and relentless speed for young people today. In response, there’s a growing desire to escape these pressures and seek inner peace and outward relaxation

This trend also explains the rise of another buzzword, “emotional value”—consumers are now willing to pay for things that bring them happiness and comfort. Netizens often comment on influencers’ or “wealthy” individuals’ travel and vacation posts, praising their “松弛感”? (relax & inner peace), a term used to express admiration for this tasteful, leisurely lifestyle. It reflects a longing for the financial freedom to relax, rather than being bound to a grueling 996 work culture (working 9 a.m. to 9 p.m., six days a week).

However, "松弛感" (relaxation & inner peace) can also be used sarcastically. When someone is too lazy to do something or has very low efficiency, people may describe them as being too "relaxed" about their work, ignoring deadlines or the urgency of their tasks.

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2. 班味（Ban Wei): work mode

Definition: Literally translating to “the scent of work”, it refers to the exhausted, drained look of people overwhelmed by work stress. It can also describe overly formal attire that screams “work mode.”

This term stands in stark contrast to “松弛感” (“relax & inner peace). While life isn’t easy, people must keep working to make ends meet. The pressure of jobs, demanding colleagues, and high-intensity workloads have sapped the energy and enthusiasm of many young people. Even though they may appear polished in suits and ties, their weary state has given rise to this self-deprecating term.

As a result, there’s a growing trend online where people share tips on how to “remove 班味” (mode or feeling of work)—methods to break free from the “work look” and stressful mindset. Activities like traveling, reading, and socializing are seen as ways to lighten the mood and transition from work mode to relax —a state of calm and relaxation. On Red, there were 53K posts using the #班味, while 210K talking about how to remove the “work mode” on Red.

3. City 不 City (City Bu City): is it stylish?

Definition: This phrase originated from a viral video by an American TikToker in China, where they used a mix of Chinese and English. Here, “City” becomes an adjective to describe something stylish, charming, or reflective of modern urban landscapes.

In 2024, China introduced more open visa policies to boost tourism, allowing European visitors to stay for up to 15 days without a visa. This led to an increase in international travelers exploring the country. The number of international tourist has increase 80% than last year, the #travelchina has accumulated over 1 million posts on Instagram.

On platforms like Red, a trend called “City Walk” emerged. Rather than rushing to famous landmarks to “check in,” young people now prefer strolling through the streets of new cities, capturing beautiful scenes casually along the way. This trend reflects a relaxed and spontaneous mindset—finding joy in simple, low-cost experiences while immersing themselves in the urban charm.

4. 硬控 (Ying Kong): cannot ignore

Definition: The term 硬控 originates from MOBA games like League of Legends (LOL) and Dota, where it refers to forcibly disabling a character's control. Online, it’s used to describe something so captivating that it’s impossible to ignore.

Young people often say, “某某事物硬控我几秒” ("This thing got my attention for a few seconds") to describe the charm and appeal of something. It highlights how open modern Chinese youth are to new trends and experiences—they are easily drawn in and willing to explore what excites them.

This also reflects the growing influence of the gaming industry, not just on entertainment but on everyday language and habits in daily life.

5. 水灵灵地（Shui Ling Ling De): a state of cuteness & youthfulness

Definition: This term originates from a Korean celebrity, Hong Eunchae, who described herself as the youngest in a group, saying she felt “fresh and youthful.” The phrase was translated into Chinese as “水灵灵” (fresh and youthful), which literally means “clear and vibrant like water.” Online, it is used to describe a state of cuteness, youthfulness, and energetic charm.

In our October newsletter, “JellyCat in China”, we discussed the Kidult Economy—where adults find comfort in “childlike” expressions. Similarly, 水灵灵 ?(a state of cuteness & youthfulness) embodies a playful, childlike positivity.

Young people have embraced this buzzword as part of their daily language to project optimism and lightheartedness. For example, they say: “Let’s go to work in a vibe of cuteness” or “I’ll squeeze onto the subway but in the vibe of cuteness”. It’s as if even unpleasant situations can’t bring them down, thanks to their cheerful attitude.

Chinese GenZ is seeking relax & inner peace

The buzzwords of 2024 reflect a growing trend among young people to seek relaxation and inner peace amidst a life full of pressure. Throughout this year, we’ve repeatedly discussed the appeal of EMOTIONAL VALUE for Chinese consumers in our newsletters.

Understanding these trending buzzwords can help Western businesses better connect with Chinese youth by speaking their language and naturally engaging them. Buzzwords also offer valuable insights for marketing strategies, guiding businesses in selecting ad themes and crafting compelling advertising copy.?

Here are some initiatives of brands :

Luckin Coffee: The brand has embraced the "City Walk" trend by publishing a series of photos showcasing their flagship coffee shops in different cities, paired with humourous wordplay based on the city names.

For example, the shop in Xiamen, whose name sounds like "open the door," featured the sentence, "Help me to 'Xiamen' open the door," which making a relax and funny ambiance. The post generated over 1K engagements and more than 200 user-generated content (UGC) posts discussing their marketing strategy.

JD : The brand’s subway advertisement featured a humorous sign that read, "Don’t put your mouse on others' legs," accompanied by the message, "You don’t need to work here, wish you reduce your 'feeling of work.'" The ad helped create a positive brand image among young people by adding a touch of humor and relatability.

Xiaomi: the brand didn’t use directly the word “relax & inner peace”, however we can feel it from the person’s wearing and the color of the image, alongside with the sentence “When I see her (the cat), I know I have one more reason to go home earlier (from work)”

Source?: adquan, new.cn, thepaper.cn, yaowenjiaozi, Language and Writing Weekly