The China Dream

by Peggy Liu

The China Dream initiative will re-imagine prosperity and reshape consumerism in China. The goal is to catalyze a new aspirational lifestyle that is innately sustainable for the emergent middle class in China.
The consuming class in China is exploding from 300 million today to 800 million in 2025. For this emerging middle class, the “China Dream” provides an alternative to the unsustainable conspicuous consumption lifestyle of the West.

JUCCCE, an NGO accelerating the greening of China, is the central convener of a growing cross-sector and global coalition of contributors around a three-year plan to reshape social norms through branding of a new lifestyle story and to guide consumer behaviour through policies.