2021 Buzz Word - A Year in Review

2021 BUZZ WORDS

A YEAR IN REVIEW


YYDS

躺平

我看不懂,但我大受震撼


A YEAR IN REVIEW

We're officially counting down to the end of 2021! Before we fast forward to 2022, let's look back at what was trending this year through the top 10 buzzwords.

2021已进入倒数,在展望2022前,我们不妨回首即将过去的2021,通过今年的十大流行语,回顾这一年的流行趋势。


The top 10 buzzwords of the year have been released by the National Language Resources Monitoring and Research Centre, an institution administered by the country's Ministry of Education, after checking billions of posts on Chinese social media for trending terms. Through the ten buzz words of the year, we could draw a vivid picture of the age of post-pandemic.

“2021年度十大网络用语”是基于国家语言资源监测语料库,本次发布涉及的视频弹幕数据约11亿条,字符数超过100亿;网络论坛数据包含约35万条帖子,字符数超过3亿。透过十大流行网络用语,一幅幅鲜活生动的网络语言生活画面跃然纸上。


2021 Buzz Words

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Metaverse

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 YYDS

最终券后价:¥500


The Age of Awakening | 觉醒年代

Jue xing nian dai / The Age of Awakening is the name of a revolutionary TV series about the founding of China's Communist Party in the early 20th century. It was made to mark the 100th birthday of the Party on July 1 this year, the series has become one of the most popular television shows in China since it was released at the beginning of this year.

《觉醒年代》首次以电视剧的形式回溯中国共产党的孕育和创立过程,生动再现中国近代历史的大变局,深刻讲述中国人民是怎样选择了中国共产党。该剧播出后广受好评,成为党史学习教育的生动教材。


Eternal God | YYDS永远的神

The four English letters are the initials of yong yuan de shen, meaning “forever God” in Chinese. It was first used by players of a popular internet game, and later was adopted by many internet users to express their admiration and high esteem for their idols. In the summer of this year, Chinese competitors at the Tokyo Olympics such as Su Bingtian, the first-ever Asian-born sprinter to break the 10-second barrier of the 100 metres event in track and field, were hailed as YYDS by the mainland public. In western pop culture, the phrase GOAT – Greatest Of All Times has similar effect.

表达对某人的高度敬佩额崇拜。2021年东京奥运会期间,不管是杨倩夺得首金,还是全红婵一场决赛跳出三个满分,或是“苏神”站上百米决赛跑道,全网齐喊“YYDS”,奥运期间一度刷屏。在西方流行文化中也有类似的说法,如GOAT – Greatest Of All Times。


Double Reduction | 双减

The policy to ease the burden of excessive homework and off-campus tutoring for students undergoing compulsory education. The term  known in Chinese has appeared widely on the internet after state authorities announced harsh education reforms to rein in excessive academic workloads caused by the country's highly competitive education system.

指进一步减轻义务教育阶段学生作业负担和校外培训负担。其目标是使学校教育教学质量和服务水平进一步提升,作业布置更加科学合理,学校课后服务基本满足学生需要,学生学习更好回归校园,校外培训机构培训行为全面规范。


Breakthrough the Defense | 破防

Originally used by online game players, it evolved to describe a person who is affected after their psychological defense is brokenthrough.

原指在游戏中突破了对方的防御,现在指情感上收到很大冲击,内心深处被触动,心理防线被突破。


Metaverse | 元宇宙

Yuan yu zhou is a hot buzzword within Mainland' business circles, although this new industry is not understood by many people yet and is still evolving. In the past few months, metaverse-related jobseekers have become highly pursued in China's job market.

源于小说《雪崩》的科幻概念,现指在XR(扩展现实)、数字孪生、区块链和AI(人工智能)等技术推动下形成的虚实相融的互联网应用和社会生活形态。现阶段,元宇宙仍是一个不断演变、不断发展的概念。在过去的几个月里,中国就业市场上,与元宇宙的求职者受到了高度追捧。



2021 Buzz Words

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Super!

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 Lying Down

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I didn't understand it, I was just in shock




Super! | 绝绝子

Delivered in a naughty tone, Jue jue zi is used to express praise. It can be roughly translated as "terrific" or "fantastic" in English. It was first created by fans of a comprehensive television art programme to encourage their idols.

“绝绝子”以一种俏皮的语气来表达赞美之意。在英语中,它可以粗略地翻译为”super!”或“fantastic”。它最初是由一个综合性电视艺术节目的粉丝们创造的,目的是鼓励他们的偶像。


Lying Flate | 躺平

The term directly translates into "lying flat", refers to people who give up or do nothing and have a defeatist attitude. This type of attitude has permeated Chinese society in recent years as many young people have become tired of the notion of working themselves to the bone, with many reaching the conclusion that no matter how much effort they invest, they cannot change their fate in China's increasingly unequal and competitive society.

“躺平”指人在面对压力时,内心再无波澜,主动放弃,不做任何反抗,更像是年轻人的一种解压和调整方式,是改变不了环境便改变心态的自我解脱。由于近年来许多年轻人厌倦了无休止的工作,这种态度已经渗透到许多社会群体,他们,无论投入多少努力,他们无法改变自己的命运在中国越来越不平等和竞争激烈的社会。


It is not that hurtful but extremely humiliating | 伤害性不高,侮辱性极强

This slang term first came into being to describe the situation of a woman in an online viral short video clip who seemed lonely at a table shared with a couple who explicitly showed off their love by clipping dishes with chopsticks to each other and ignoring the woman's presence. It later evolved into a term to describe a person's embarrassment.

这个俚语最初是用来形容一名女子在网上疯传的一段短视频中与一对情侣坐在一起,这对情侣公然用筷子夹菜给对方,无视对方的存在,以此来表达他们的爱意,这名女子看起来很孤独。它后来演变成一个用来形容网友用来调侃某事虽然没有实质性危害,但是却令人难堪。


I didn't understand it, I was just in shock | 我看不懂,但我大受震撼

Originally used by online game players, it evolved to describe a person who is affected after their psychological defense is brokenthrough.

原指在游戏中突破了对方的防御,现在指情感上收到很大冲击,内心深处被触动,心理防线被突破。


MetaverseWe are ready to build a powerful China | 强国有我

The phrase is from the oath sworn by 1,000 primary and middle school students at Tiananmen Square in Beijing on July 1 this year during the Communist Party's centenary celebrations. The full pledge goes: "please be assured, the party, that a strong country has me", young students vowed to make their contribution to China.

这句话出自今年7月1日中国共产党成立100周年之际,1000名中小学生在北京天安门广场发表的誓词。全部誓词是:“党请放心,强国有我”,青年学生发誓要为中国做出自己的贡献。



GET IN TOUCH

Through pop culture, we are able to better understand marketing trends in China, dive further into the consumer journey, and improve consumers' shopping experience to drive sales.

透过流行文化,我们能够更好掌握营销趋势,更进消费者旅程,为消费者带来更好的驱动与购物体验。


If you would like to learn more about marketing trends in China, feel free to contact us: info@eastant.it.

若您想了解更多中国市场的流行趋势,欢迎随时联系我们:info@eastant.it。