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Internet slang and buzzwords are commonly used among young Chinese netizens. Buzzwords highlight many of the key trends and subcultures among China’s young generation. In order to create effective campaigns, it’s important to realise that consumer language, and internet slang is ever-changing and a key part of their expression. Many Chinese brands, including Taobao and Pepsi, have incorporated these buzzwords into their copy, which has helped them to appeal to Gen-Z consumers. Dao Insights regularly pick out trending buzzwords and explain their background and usage.