While individualism is an important part of Western culture, in Chinese culture, it is discouraged, Tom Doctoroff, advertising professional and author of “What Chinese Want,” says. Individualism is like a forbidden fruit in China in that people want to achieve it, but they are discouraged from doing so by the notions of Confucian society. This causes tension between regimentation and ambition, which Doctoroff says is the key to marketing and consumption in China.
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