It’s likely that you’ve heard people talking about their farms and restaurants recently; this is especially confusing coming from the mouth of a kid. It is old news that Chinese netizens are obsessed with SNS games, and here our little reporter Jasee is about to show us how people like her, in her pre-teens, play with Kaixin001.com, a popular SNS online. But Kaixin farmers beware – she’s been known to steal plants!

草泥马(literally translated to “grass mud horse”) is actually Alpaca, yet most of people familiar with slang know that with just a few changes to tone and pronunciation, Alpaca becomes a very profane insult. As spotted in a store next to Rugao Normal School, ‘grass mud horse’ is about to go into students’ pen cases. Here’s hoping all those students have done their linguistic homework!

A study conducted by Babytree.com (a popular Chinese parenting website) shows that Chinese parents are more than willing to spend a substantial portion of their income on their offspring; so why is it that there are so few play areas for kids in China? A new venture drawing on experts from Taiwan, China, Japan and the U.S. is working to change that for residents of Nanjing.

Starting July 30, 2010, Ai Time will open in Nanjing – a five-story indoor playspace designed specifically for children of varying ages.  While the size and exterior décor alone are impressive, one may easily mistake it for another mall (nothing new in China).  What makes Ai Time truly unique are its programs.

“Ai Time is the only mall that pays 100% attention to kids, though not in the way of a typical ‘mall’.  Our focus is creativity.  We have a two-story Ai One area, providing 53 scenes with 70 occupations,” says Sherry, and Ai Time staff member.  Imagine a building full of kids working as fashion designers, hospital staff, journalists – even in a chocolate factory!  “Children can try whatever career they want.”  The ‘jobs’ are supplemented with classes taught by staff, and the labor is reimbursed with a points system that parents will appreciate.  Sherry informs us, “The points they get [from their jobs] can be used to pay parking lot fees.”
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While for most, the value of the kids’ meal is half food, half toy, there are a growing number of customers for whom the toys have ceased to be ‘extras’ – they are the main draw. If this brings up visions of kids clamoring for their favorite plaything, think again. Adults are equally susceptible to the draw of the kids’ meal toy for the nostalgia that they unlock and the novelty factor.

Miki showing her collection of kid’s meal toys from McDonald’s.

“I love to buy the kids’ meals at McDonald’s and KFC for the toys.” Miki (23, female, Shanghai) sounds excited talking about her kid’s meal experience. “I have collected dozens – for example, Hello Kitty, Shrek, Toy Story, etc. I only buy it when I want the toy. I didn’t buy the kids’ meal with the Avatar toy because I didn’t like Avatar. I don’t care about the food either.”
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Brands looking to appeal to families are keenly aware that different family members have different priorities.  Does appealing to kids mean offering the convenience of a combination meal, is it the draw of the toy, or merely the brand itself (foreign chains such as McDonald’s and KFC, local institutions like Kung fu and UFF)?

McDonald’s and KFC focus on their youth market with toys from top cartoons. McDonald’s has more choices, offering corn, hot chocolate, milk, juice or water in addition to traditional fries and soda.  KFC has a more limited selection of fries or mashed potatoes, and only offers soda.

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My dad used to take me to McDonald’s for Happy Meal when I was younger and I liked the toys. But now I found these toys are so childish and McDonald’s isn’t healthy.

- Rui, 12, female, Shanghai

UFF and Kungfu restaurant chains provide more traditional Chinese kids’ meal combo with mung bean and soybean milk. The toys provided by both lean more toward the educational, with puzzles, notebooks and pens.
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Trendspotter

Mandy, 23

Assistant in legal firm, Shanghai

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The cartoon industry is one of the most endearing across the globe – the characters accompany you throughout childhood, and can remind adults of their own youth.  We were interested to find out what variations Chinese viewers saw amongst the top shows from China, Japan and the US.

The every-expanding Chinese cartoon market has built upon popular themes, ranging from traditional to modern and silly.  Sun Wukong (the Monkey King) is a long-time favorite using bravery, justice and loyalty as primary topics.  Pleasant Goat and Big Wolf has been steadily growing in popularity since 2005, attracting Chinese kids and parents with unique characters and quick, funny dialogue. The other two top-mentioned cartoons are Big Mouth Dudu and Crayon Shin-chan; interestingly, they employ a similar style (voice-over) and theme (young boy as the hero against adults).

Crayon Shin-chan and Big Mouth Dudu both have an angry mom and a naughty, adult-like boy as a hero.

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I think my favorite cartoon character is the Monkey King. He is brave, smart and handsome and represents the justice. He is always ready to help those who are in danger, protect his master and accomplish any task. I admire him very much and think of him as a role model. When my friends at school have trouble, I’m willing to lend a hand.

- Jack, 11, male, Shanghai

I enjoy watching Pleasant Goat and Big Wolf because it is simple and I don’t need to think when I am watching it. It helps me keep a young heart. I think it is the most successful domestic cartoon. I was overwhelmed by the crowds in the cinema when it opened.

- Susan, 22, female, Suzhou
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Apple Store in Shanghai is going to hold Summer Camp for kids aged from 8 to 12 in August. Kids will be learning how to use iMovie and make their own movies.