Mending the fu er dai's reputation

I've been intrigued by one of last year's hottest Internet catch phrases, "fu er dai", or second rich generation, not because of who they are, but how the public has reacted to them. This group of post '80s young people has earned its own nickname because of their parents' wealth and - more importantly - their flashy, extravagant lifestyles. They not only have large disposable incomes (thanks to mom and dad) but also have been educated abroad and have a vast network of social contacts and a high standard of living.

The idea of "rich kids" having access to their family's wealth to help them attain status or notoriety is not exclusive to China. But what separates China's fu er dai from other countries' affluent youth is the public's near obsession with the lifestyles of these "spoiled little emperors". While other heirs to fortunes, like Paris Hilton or Kim Kardashian, may also attract more media attention than they deserve, the fu er dai seem to be admired and revered in China for merely being born into a wealthy family.

Whether it's lighting up cigarettes using 100-yuan bills or shouting at people by saying "My father is Li Gang", some of these over-privileged sons and daughters are doing little to contribute to the country and society that helped their parents achieve their wealth and status.