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International study explores growing appeal of "The Chinese Dream"

English.news.cn   2014-03-22 23:41:06

LONDON, March 22 (Xinhua) -- The "Chinese Dream" enjoys a higher level of awareness than the "American Dream," and a growing number of Chinese will see China as the world's "ideal country" in the coming 10 years, a new study released by Britain-based advertising giant WPP has revealed.

Entitled "The Power and Potential of The Chinese Dream," the 89-page report explores the significance of the Chinese Dream in a larger context of the American Dream and the British Dream.

The report said personal dreams were similar in China, the United States and Britain, with surveys showing people in all three countries want to be healthy, happy and have a good life for their families.

However, the Chinese Dream was different from its American and British equivalents because China's personal and national dreams were "interdependent," with the Chinese expecting to realize their personal dreams by achieving the national dream, the report found.

"The Chinese Dream is different from other large visions that preceded it in China's 5,000-year history. It's a national agenda that incorporates the personal dreams of individual Chinese people," the report said.

Meanwhile, the report discovered the Chinese Dream enjoyed a much higher level of awareness than the American Dream or British Dream thanks to government promotion and social media coverage.

The study said 92 percent of Chinese had heard of the Chinese Dream and 80 percent heard about it on the Internet. In contrast, 81 percent of Americans had heard of the American Dream and only 10 percent of Britons had heard of the British Dream.

The surveys found a growing proportion of Chinese believe China can become one of the world's ideal places to live in 10 years, indicating the increasing appeal of the Chinese Dream among Chinese nationals.

More than one third of the Chinese respondents consider the United States as today's "ideal country", but perceptions change dramatically as 42 percent believe China will also be ideal in the coming 10 years, according to the surveys.

In contrast, Americans and Britons expect little change over the next 10 years. Roughly half of Americans say the United States is the ideal country today and will be tomorrow.

In the study, Chinese, Americans and Britons agree the United States is the world's most powerful nation, with 80 percent of Chinese respondents holding the belief. Only 12 percent of the Chinese today see China as the most powerful country.

By comparison, 44 percent of the surveyed Chinese believe China will equal the United States in power in the coming 10 years, compared to the 45 percent of Chinese who still expect the United States to remain most powerful.

More than two-thirds of Chinese say having a Chinese brand accepted overseas is a manifestation of China's increased global influence. To fulfill the vision of the Chinese Dream, younger Chinese want to transform "Made in China" to "Created in China", the report said.

The report said its findings were based on original research and surveys conducted by market research company Millward Brown, and brought together research and insight from some of the world's largest brand equity databases.

Editor: yan
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