China / Politics

Chinese Dream's appeal grows: study

By Xinhua in London (China Daily) Updated: 2014-03-24 08:25

The Chinese Dream is more widely recognized than the American Dream, and a growing number of Chinese will see China as the world's "ideal country" in the coming 10 years, according to a new study released by Britain-based advertising giant WPP.

The 89-page report, titled The Power and Potential of the Chinese Dream, explores the significance of the Chinese Dream in a larger context of the American Dream and the British Dream.

The report said personal dreams were similar in China, the United States and Britain, with surveys showing people in all three countries want to be healthy, happy and have a good life for their families.

But the Chinese Dream was different from its American and British equivalents because China's personal and national dreams were "interdependent," with the Chinese expecting to realize their personal dreams by achieving the national dream, the report found.

"The Chinese Dream is different from other large visions that preceded it in China's 5,000-year history. It's a national agenda that incorporates the personal dreams of individual Chinese people," the report said.

Meanwhile, the report found that the Chinese Dream had a much higher level of awareness than the American Dream or the British Dream thanks to government promotion and social media coverage.

The study said 92 percent of Chinese had heard of the Chinese Dream and 80 percent heard about it on the Internet. In contrast, 81 percent of US citizens had heard of the American Dream, and only 10 percent of Britons had heard of the British Dream.

The surveys found a growing proportion of Chinese believe China can become one of the world's ideal places to live in 10 years, indicating the increasing appeal of the Chinese Dream among Chinese nationals.

More than one-third of the Chinese respondents consider the US as today's "ideal country", but 42 percent believe China will also be ideal in the coming 10 years.

Meanwhile, 44 percent of the surveyed Chinese believe China will equal the US in power in the coming 10 years.

In contrast, US citizens and Britons expect little change over the next 10 years.

More than two-thirds of the Chinese participants say having a Chinese brand accepted overseas is a manifestation of China's increased global influence. To fulfill the Chinese Dream, younger Chinese want to transform the phrase "Made in China" to "Created in China", the report said.

The report's findings were based on original research and surveys conducted by market research company Millward Brown and brought together research and insight from some of the world's largest brand equity databases.


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