Why luxury brands love China’s new ‘Wonder Dads’
Affluent fathers in China are engaging in parenting in new ways, and more brands are exploring dad-child dynamics in their campaigns
We know about China’s self-declared ‘spicy mamas’. But what about modern dads in China, who take a distinctly different approach to raising their children than the fathers of past generations? Luxury brands and new media platforms in China are finding that China’s affluent, modern dad is keen to be seen as part of a successful family unit.
“Success” in this sense is measured in terms of success as a family, with the culture of modern Chinese parents centred on raising their progeny in the most elite way possible. This social evolution is coupled with the fresh expectations that Chinese women have of their partners.
While the precise cultural dynamics differ from region to region, Chinese mothers are marrying with the idea that their partner will engage in parenting too. Whether you visit children’s play centres, observe hotel weekend brunches or skim through your WeChat Moments feed, you will see modern Chinese fathers burping their babies and playing with their kids.