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Gilding/镀金


The Gilding project is talking about the consumer psychology between an overseas student and a Chinese company.

In many reports, we often see that the Chinese overseas student still continues the ‘Gilding’ tradition. When the higher degree is the first standard of recruitment, people will consider about how to get a higher degree as soon as possible. Have we ever thought about why this phenomenon happens? The short time, the difficulty of application or the demand from Chinese companies?

'Gilding' means to plate a thin gold or golden material on the object surface. People also use this word to describe people who come to some circumstance to get advanced or enhanced in order to support the 'Bubble' reputation.

Jul 2016, the project award Red Dot: Best of the Best.


学历在亚洲乃至全球都是作为企业衡量能力及专业的标准,它一直在生活中扮演着一个决定性的角色,学历的高低往往被视为一个人价值的多少。从中国制造这个概念出发,着手研究中国的产品输出,不难发现在中国制造背后隐藏着中国的文化与人性。如果把人才作为中国输出的一部分,海外“一日游”随之而来的海外镀金现象与中国消费者海外消费心理的关系在中国制造的背景下也愈发强烈。在中国高速发展的背景下,这种中国输出式的镀金现象所代表的价值观值得所有人去思考。

作品荣获2016年红点(Red Dot)最佳设计奖。

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