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Who Are China’s ‘Little Emperors’?

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By: TOM BRANNA

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CHINA: Following China’s One-Child Policy in 1979, more than eight in ten Chinese families in tier 1 and tier 2 cities now have only one child—the pampered generation of “Little Emperors”—of whom there are now 50 million or more in China. But new research from Mintel on Chinese consumer lifestyles reveals that despite a life of comfort and privilege, expectations for the Little Emperors are now exceptionally high. A staggering 75% of Chinese middle class families expect their children to attain...

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