Monday, August 20, 2007

Trend Magazine Celebrates 14th Birthday with a LOHAS Party

This is the hottest keyword on Yahoo China today, 820,924 searches in one day.

Trend Media is a group that publishes the Chinese version of many of the magazines you are probably quite familiar with, such as Cosmopolitan, Esquire, Bazaar, Men's Health, National Geographic, Food & Wine.....etc.. The magazine recently celebrated it's 14th birthday in Beijing by throwing a trendy and star-studded party. LOHAS was the party theme.


LOHAS (translated as 乐活 in Chinese) is becoming a trendy term in China these days. I have to admit that I didn't really know the term until today. It stands for Lifestyle of Health and Sustainability, and has a big definition (click on the hyperlink for a Wikipedia explanation) but basically means a lifestyle that's environmentally friendly, self-content and socially responsible.


I haven't personally come across any LOHAS behavior in China, though. Every time I go out to eat, I still see way too much wastage. Traditionally Chinese people like to over order food so as to appear generous to the guests or just to show that they can afford it. In Hong Kong, you can see Mainland tourists lining up outside stores of LV, Chanel, Prada, Gucci and the likes to buy a piece of the statement of luxury. My feeling that I got from staying here is that people really want to spend money on unnecessary things, which is a little un-LOHAS.

"LOHAS Calcium, opening up a new era of bone maintenance!"

LOHAS being used as a marketing tool.


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