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A New Femininity Emerges in China

For over a century, Western beauty ideals have dominated beauty standards worldwide. However, cracks are emerging in these hegemonic standards.

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In recent years, I have witnessed significant changes in beauty standards on Chinese social media in my work as a social media scholar.

With China’s economic success, the country is positioning itself as a major player in the global beauty market, and its own beauty industry is increasingly redefining the concept of feminine beauty.

China’s Path to Beauty Perfection

A brief look into history reveals the evolving nature of beauty norms in China. During the early 1920s, Chinese calendar posters began featuring Westernized women as symbols of "Shanghai modernity."

However, after China’s Communist Party took power in 1949, Mao Zedong rejected Western beauty ideals as "bourgeois vanity." His regime aimed to eliminate gender differences by promoting a more masculine-looking female image.

Challenges in China’s Road to Beauty Perfection

But, the story started to shift in the 1980s as China’s Open Door Policy went into effect. The "Meinv Jingji" (Chinese beauty economy) began to emerge, and the country welcomed the legitimacy of beauty consumption through capitalism.

From then on, this shift led to an obsession with imitating Western features such as whiter skin, higher-bridged noses and "Asian blepharoplasty" – a surgical procedure that gives the appearance of double eyelids.

How Beauty Standards in China Have Evolved Today

Recent years have observed the emergence of three unique beauty trends in China that reflect the nation’s distinct cultural perspectives.

1. Split Femininity: This trend showcases an oscillating balance between hypersexuality and infantilization, symbolized through the terms "chun yu" (purity and desire) and "ke tian ke yan" (connecting beauty to tastes, such as sweet and salty).

2. Globalized Femininity: Chinese beauty influencers draw upon international beauty norms, combining them in innovative ways that blur cultural borders. Korean beauty standards, for example, have had a significant impact.

3. Nationalist Femininity: This trend honors traditional Chinese cultural heritage and symbols, integrating them seamlessly into modern beauty standards. Examples can be seen in the Peking Opera’s makeup techniques and Chinese literature that inspires extravagant looks.

Conclusion: A New Era for Femininity Emerges

The blending of traditional Chinese culture, modern aesthetics and global influences promises a distinct identity for Chinese women. As these beauty trends continue to evolve and dominate the market, China’s beauty economy is poised to challenge the status quo and reclaim its rightful place in the international beauty scene.

FAQs:

Q. Will these new beauty trends in China spread globally?
A. Yes, trends often emerge from global cultural exchange.

Q. Is nationalism a determining factor in shaping Chinese beauty standards?
A. Yes, as nationalism plays an essential role in redefining self-identity and cultural heritage in China.

Q. Will Western-centric beauty ideals still dominate worldwide?
A. The impact of globalization creates a hybridization of beauty styles, making it increasingly difficult to pinpoint absolute dominance.