Why do Chinese youth compare themselves to animals?

"mouse people" is one of the top "profiles" many young people in china identify with.

Young people are embracing emotional value andabstract humour.

People have a disrupted sleep cycle or suffer from insomnia, sometimes completely nocturnal, such as when unemployed or on holiday.

They live in high-pressure environments such as flats or offices.

Young professionals strongly identify with spirit animals as a response to workplace and life pressures.

It is possible that whichever brand manages to leverage the popularity of the term could see.

Similar success like the "malo" co-brandings of last year.