Jenny Chan 陳詠欣
Jul 24, 2015

'You can, you up': Words of warning for marketers courting China's millennials

BEIJING - 'You can, you up', a curious Chinglish catchphrase uttered frequently by millennials in China, carries a warning for older marketers targeting the youth segment, participants at a youth-marketing conference here this week heard.

Millennial entrepreneurs know their target audience inside out

The phrase means 'if you think you can do it, then you should go aheadlevel up and do it'. It's often hurled at people who criticise others but who are not much better themselves.

The mingling of Chinese and English into a contracted form of slang, such as the above, reflects changes happening in Chinese society as well as the daily lives and attitudes of Chinese young people.

The conference, hosted...

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