(Going to the grassroots during the New Year) "Earth-flavored" New Year greetings are becoming more and more popular. China's "internet generation" interprets "the ultimate in earth is fashion"

　　China News Service, Jinan, February 10th: "Earth-flavored" New Year greetings are becoming more and more popular. China's "internet generation" interprets "the ultimate in earth is fashion"

　　Author Wang Caiyi

　　On the first day of the Lunar New Year, Liu Yujie, a college student born after 2000, was surrounded by “local” New Year greetings on her mobile phone. Everything is prosperous with "Dragon", everything is happy with "Dragon", water is "Fu Long", Yong "Dragon" is luxurious... The interesting homophonic "Dragon" language, coupled with the emoticons that middle-aged and elderly people love to use, has become China's "Internet Generation" "The standard for online New Year greetings.

　　As a fan of "earthy" emojis, Liu Yujie believes that using such emojis to celebrate the New Year is particularly atmospheric. "This kind of emoticon pack is like a breath of fresh air. It's old-fashioned and new, and it's very 'top-notch' to use."

　　In Liu Yujie’s view, “earthy” emoticons are not only fun, but also have practical value. The bright and colorful expressions, combined with mainstream blessings such as "Happy New Year" and "Congratulations on getting rich", convey the joyful mood very well. "Using emojis that the elders like to send New Year greetings makes it easier to send blessings to their hearts."

　　In addition to the "local" blessings, there are many "local" New Year "moves" for the "Internet Generation". The reporter searched on a certain social platform and found that many young people choose to take "earthy" New Year photos of themselves or their children. Wearing a military coat or a floral cotton-padded jacket, a blue headscarf, and holding a corn cob in his hand, the contrast between his contemporary outfit and his childish face made many netizens call him "cute".

Searching on a certain social platform, you can find many "earthy" New Year greeting photos.

　　In addition, in a series of "earthy" New Year greeting videos, many people put stainless steel basins upside down on the ground and kowtowed to their elders. The crisp collision sound made the New Year greetings more "sincere" and interesting.

　　"The way of greeting New Year's greetings has changed with the times. The 'local style' New Year greetings are a new expression of traditional folk customs in the Internet era, but the intention of sending blessings during the New Year has not changed." Zhang Jiping, executive director of the Shandong Folklore Society, said in an interview with reporters that traditional New Year greetings They visit relatives and friends to give gifts, bow to each other, and say auspicious words. Young people use words, emoticons, and Moments to express their New Year greetings in new ways. "'Local taste' does not mean vulgar. It is a new presentation of folk history by young people and a return to traditional culture."

　　Looking back on 2023, cultural and tourism accounts across China brainwashed the Divine Comedy to "renovate", the "Internet Generation" group set off the "Phoenix Legend craze", the magical dance of "Subject Three" was imitated by the entire Internet, and military coats and floral cotton-padded jackets became street fashion Single product, "local flavor" culture has gradually become a new trend among young people.

　　A department store on Furong Street, the “Internet Celebrity Snack Street” in Jinan City, has the “local flavor” traffic code. An eye-catching signboard was erected in the store, which read, "With any purchase, you can receive a floral cotton-padded jacket, a military coat, and a Lei Feng hat to take a photo and check in." Next to it hung the above-mentioned clothes and commemorative photos left by old customers. The store owner, Ms. Chen, told reporters that young people are very interested in this "earth-flavor" check-in. Since these traditional elements were brought out, the sales of products in the store have increased significantly.

For any purchase at a store on Furong Street in Jinan City, you can choose to wear a floral cotton-padded jacket or a military coat to take photos and check in. Photo by Wang Caiyi

　　The "Internet Generation" vividly interprets "the extreme extreme of earthiness is fashionable". Some people enjoy it, while others choose to break the outside world's "earth-flavored" stereotype.

　　In the variety show "Summer of the Band 3", the Northeastern rock band "Secondhand Rose" won the championship. The "earth-flavored" elements of this band can be seen everywhere. Northeastern floral cloth and red and green folding fans are often standard equipment for their "music fans", and the "Errenzhuan" style is also very "sexy". But in the eyes of rock lover Shi Siqi, these elements serve their expression and are the externalization of the spirit of music. "Secondhand Rose is a band with the same style from the inside out. Dahua Jacket is their reflection and presentation of the land in the Northeast. It is not a simple 'local high'."

　　"Contemporary young people pursue individuality, and 'local-flavor' culture is a new thing born out of being new and different." Li Xianghua, a psychological counselor at Jinan Second Mental Health Center, believes that "local-flavor" culture is simple, straightforward, down-to-earth, and very It is easy to resonate with young people, allowing them to find fun and solace in their busy lives. "Of course, people's pursuit of 'local flavor' is not unique. Some people find the shadow of traditional culture in it, and some people are looking in the mirror, admiring, following, and joking. This cultural phenomenon should be treated rationally." ( over)