"New good men" - Made in China?
Xinhaonanren, or “new good men”, are slowly becoming available for Chinese women who know what they want. With more money and challenging jobs, women are postponing marriage and exploring new family constellations. Some are simply demanding divorce from the old stereotype men, as increasing divorce rates prove.
Young people’s opportunities to live the life they dream about are increasing. To meet the new demand, the availability of new good men is on the rise. Like their counterparts in the West, these “metrosexual” men put family first and they do not mind sweeping floors or putting hot dishes on the table. This is a middle-class phenomenon starting to spread in Asia where men’s biggest goal used to be a fat paycheck. Nevertheless rising incomes are a key factor in the growing number of xinhaonanren, but the trend also correspond very well to the ranking of post-materialism as a key trend among youth in a recent survey conducted by Kairos Future and its Futuretrackers network. Another study by the Communication University of China shows that men in major cities now are in control of the household budgets, something we are only seeing the initial effects of.
This new breed of sensitive men, who are playing with children and shopping groceries, represent a change in a society where traditional gender roles left child raising and housework to their wives. The trend started in Taiwan around year 2000 and is now spreading to China’s big cities. In Japan, Brad Pitt was similarly the new cover hero when popular British Dads magazine, Father’s Quarterly launched last year. Magazines, blogs and websites like www.allcoolmen.com are also helping men to transform into considerate, helpful and good looking new ones. In Hong Kong, more flexible parental leave is possible amongst bigger corporations, but legislated paid paternity leave is far from being implemented.
The old smoking, drinking macho men who think the enlightened ones are just under the thumb of their partners might have to rethink when they find themselves alone. Questioning old Confucian values and adapting to a society where women are not just accepting their fate, will be inevitable in order to get a wife in the future! However being a new good man does not mean that you are weak, or less manly, but it will not stop you from buying a family car, make-up or household appliances either. When consumption is such an important way for young people to express their identities, advertisers should look out for xinhaonanren’s - soon pushing prams in Beijing. The stereotype Asian man, only being interested in his career and self-satisfaction is in fact becoming more responsible to the family and to society. Soon they will be seeking parenting advice, shopping and posting baby pictures online, being part of the big social world we live in today.
As the rumour goes, most new good men can be found in Shanghai – finders keepers, but beware of copies!
For further information, please contact Mrs. Marie Claire Maxwell by e-mail!
