They are hungry for content on all technology platforms. Domestically, neither Chinese TV networks nor other content providers have been able to satisfy their vast appetite for music, TV shows, and films. A popular show, such as "Super Girl" (China's version of 'American Idol') will draw 400 millions TV viewers and another million users online. However, that is not enough. Online, the Chinese are listening to/watching millions of music, reality shows and films from US, Japan and Korea every day, to help feed their appetite for more.

They are globally astute. Ten years ago, Nike, Adidas, KFC and McDonald's Back Street Boys were the only international brands or celebrities known in China. Today brands like Zara, H&M, Abercrombie, Diesel, StarBucks, Levis, Nokia, Apple, and celebrities like Avril Lavigne, Paris Hilton, and Cold Play, have established themselves among China鈥檚 youth.

They are picking up new tastes and habits every day. They are curious to try everything, from Italian food to golf, belly dancing to Rock & Roll music. Their preferences and tastes are continually evolving and changing.

They seek self-empowerment and adopt a 'do-it-yourself' attitude. With all the new information and entertainment now available to them, they are deciding which brands they like, assigning meaning and deciding how to incorporate new products and messages into their lives.

They want their voice heard and are looking for participation in global culture. They want to voice their opinions and see the changes they can bring to the world around them. "In 2005, the TV show 'Super Girl" made $4.3 million just by collecting SMS voting service fee", with over 1.2 billion votes cast, 15 times the amount of cast during the last season of American Idol.