The term “Too Cool” is the phonetic English translation of “土酷” (Tuku), which in Chinese means “tacky cool.” It should be considered in its double meaning of both outdated and cool, cooler, coolest—too cool. This style is marked by an attitude of poking ironic fun at but also embracing the stylistic elements of dated popular taste and absurd cultural productions “Made in China”.

A form of post-Internet communication through memes and digital remix, “Too Cool” challenges notions of good taste and who decides what constitutes cool. While “Made in China” was associated with knock-offs and poor reproductions, “Too Cool” in its sincerity and self-awareness presents a new kind of creativity and visual communication.

There are two layers to “Too Cool.” The first layer is genuine and sincere - a pure admiration of the aesthetic and symbolic meanings behind the visuals. You see this in the interior designs of small-town folks or WeChat stickers of Chinese grandmas. Extremely maximalist and decorative, digital wallpapers of nature simulacra are used to signal progress and fancy lifestyle. Blinged out “good morning” greetings are sent with genuine wish to uplift your spirits. These loud visuals might seem tacky, but their purpose is to celebrate success and joy, not lifestyle refinement. The second layer is a conscious, ironic remaking of the first layer, where the aesthetics of “Too Cool” are adopted by post-90s and 00s Chinese youth in the form of gentle spoof.

Unlike many ironic fashion trends that put distance between the appropriated style and the original, “Too Cool” is endearing and reflects a full embrace of the cringe. Many of the dated styles and kitschy designs are nostalgic reminders of people’s childhoods and small city origin. It’s a reminder of flourishing Chinese production and creative ingenuity. It’s a way to connect with your grandparents through cyberspace in a language that they understand.

While highly recognizable, “Too Cool” remains a subcultural style that brands and influencers dip in and out of, except for Butterfly Princess [@butterfly.minmin], who continues to exemplify this wildly fascinating aesthetic. Chinese brands have also tapped into “Too Cool” or “TuWei” [tacky taste] to market products with humor. Often paired with moments of festivity and national celebration, these “Too Cool” images that bridge generations create the perfect marketing buzz.

3Bro Factory, a Nanjing bubble tea chain created “Too Cool” style limited edition packaging and merch to celebrate China’s National Day in 2023.

Rio Strong created a series of “Too Cool” OOH advertisements and merch to hype up esports at Hangzhou Asian Games. This campaign went viral for the unique Chinese pride and humor it instilled using the visual language of an older generation to bring contemporary esports slangs to life.

“China Too Cool” in both its layers presents a lens through which we can examine the cultural impact of China’s rapid urbanization and economic progress. Read more in Yi Jing’s zine – China Too Cool: Vernacular Innovations and Aesthetic Discontinuity of China.

Rio Strong created a series of “Too Cool” OOH advertisements and merch to hype up esports at Hangzhou Asian Games. This campaign went viral for the unique Chinese pride and humor it instilled using the visual language of an older generation to bring contemporary esports slangs to life.

“China Too Cool” in both its layers presents a lens through which we can examine the cultural impact of China’s rapid urbanization and economic progress. Read more in Yi Jing’s zine – China Too Cool: Vernacular Innovations and Aesthetic Discontinuity of China.

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Written by Yi Jing Fly [@not_seriously]
Contact yijing.fly@gmail.com to purchase zine