China Dream

The China Dream project seeks to reimagine prosperity and reshape consumerism in China. The goal is to catalyze a new aspirational lifestyle that is innately sustainable for the emergent middle class in China. Shaping the new China Dream (or "Harmonious Happy Dream 和悦梦想" in Chinese) for China is a large-scale co-creation process that involves key opinion leaders from green practitioners, cultural experts, and ad agency thought leaders. Activating these new norms is a multi-channel process, from government, media, brands, academic institutions and more. JUCCCE is the curating organization in this shaping and activation process. Read more in this embedded document below. 

 

After three years of co-creation workshops, and consulting with behavior change experts, the China Dream (or "Harmonious Happy Dream 和悦梦想" in Chinese) is defined as: 

 

 

 

HOW YOU CAN HELP

To make the China Dream come alive, we need to build a coalition of volunteers and organizations to help visualize, brand, activate the China Dream. 

Please volunteer your expertise or creative services at charliemathews@juccce.org. Or support a fellowship for a China Dream manager by donating to www.give2asia.org/juccce.

  1. Policy researchers
  2. City partners to pilot policy nudges
  3. Creatives to help define the visual lexicon of the China Dream
  4. Scriptwriters, media partners, ad agencies and bloggers to help activate the China Dream imagery
  5. Consumer-facing companies to second staff to share practices for nudging behavior at store and package levels    

To learn more about the UK Dream spinoff of China Dream, please see www.ukdream.org.

 

PRESS

New York Times. Thomas Friedman op-ed. "Too Big to Breathe?" November 6, 2013

Hear JUCCCE Chair Peggy Liu explain the China Dream at EnsiaLive Mar 2013

Harpers Bazaar China April 2013. A 6 page layout in a cover story on women role models "不做女强人, 只做强女人"  features YGL Stone Soup, JUCCCE's China Dream sustainable lifestyle, women role model

Architectural Digest April 2013. A 1 page in a special Green issue cover story "可持续的好生活" mentions JUCCCE's China Dream - harmonious happy community design- and chairperson Peggy Liu 

Huffington Post "Sustainability Needs to Move From Gloom to Hope" by Peggy Liu. Mar 27, 2013 

Ensia "Sustainability is Dead" by Peggy Liu, Mar 22, 2013

Society and Welfare Feb 2013. On #chinadream workshop on #cultureandstyle at Beijing Jing Tai Art Museum. 

Oriental Outlook 东方周刊》 , Nov 15, 2012. Cover feature: 中国梦 China Dream

Madame Figaro 《费加罗》, Nov 2012. Cover mention: "Special Report: Top Life awards" “美丽人生TOP LIFE 年度盛典获奖人刘佩琪”. Video here.

The Guardian, Oct 24, 2012. "Building a vision of the Chinese dream"

Vogue China, Sept 2012. Cover mention: "Powerful Women Who Better the World" "改善世界”的卓越女性"

China Business News 第一财经周刊》. Cover mention: "Top 50 Innovative Leaders"  聚思主席刘佩琪当选 “2012中国商业创新50人"

New York Times. Tom Friedman op-ed. "China Needs Its Own Dream" October 2, 2012

Hillary Step award for climate change solutions presented to JUCCCE Chairperson Peggy Liu at New Zealand High Commission in London, July 6, 2012

Green Mondays, London, July 2, 2012

Solutions Journal, special issue for UN Rio + 20, June 2012. "Sustainable Consumerism Begins in China" 

The Guardian "China dream: a lifestyle movement with sustainability at its heart" Wed 13 June 2012 

Criticaleye "China’s Push for Sustainability" June 2012

Dutch newspaper Trouw. "De schone Chinese droom van Peggy Liu" May 2012,  

German newspaper Die Welt. "Peggy Liu ist die Heldin der Umwelt aus Shanghai" March 27 2012

Urban China Initiative awards grants for research on China Urbanization 2011, "Consumerist China: Is it sustainable?"

Climate Spectator

"China's Green Goddess", The Diplomat.

 
TIMELINE 2013
 

•Saatchi S workshop (London) Jul 4, 2012

Tongji U ‘Our City’ workshop (Shanghai) Jul 27, 2012

•Presentation of 7 initial policy recommendations and Ogilvy policy video teaser at JUCCCE mayoral training Oct 2012

Ogilvy ‘Health & Wellness’ workshop (Shanghai) Nov 3, 2012

•Edelman ‘Culture & Style’ workshop at Jintai Art Museum (Beijing) Dec 15, 2012

•Tongji U Sino-Finnish Center class presentations on metro-centered living: ‘Our City’ & ‘Sustainable Design’ classes Dec 20, 2012

•Augmentum's 和悦社区 application beta launch Jan 2013

Wujie ‘Food & Nutrition in Restaurants’ workshop (Shanghai) Jan 27, 2013

•1st open-source workshop outside China ‘UK Dream’ reframing sustainability language (London) Mar 7 2013

•Unilever's Dove & Watsons workshop (Guangzhou) Apr 3, 2013

•Scriptwriters workshop May 2013

•"What is China Dream" class at Shanghai Jiaotong U Arts and Humanities Ins

 
For more information on how to get involved, please email <charliemathews@juccce.org>.

THANK YOUs

This project is co-chaired by Shanghai Jiaotong University Arts & Humanites Institute and JUCCCE, and is funded in part by the Urban China Initiative, a partnership between Columbia University, The School of Public Policy and Management of Tsinghua University and McKinsey & Company.

We're also grateful for the support of Elizabeth Riley fellowship, Dennis and Connie Keller fellowship, Don Dixon fellowship.  

These passionate team of contributors across sectors and around the world have made the JUCCCE China Dream possible.

Miranda Ballentine, Henry Barmeier, Marc Bolland, Julian Borra, danah Boyd, Rahul Burman, Steven Cao, Ben Cavender, Cliff Champion, Elizabeth Chan, Christine Chen, David Cheng 成啸, Sean Cleary, Paul Dien, Bob Elton, Mark Evans, Lyndsey Garcia, Karl Gerth, Richard Gilles, Minji Gwak, Godert van Hardenbroek, Patric Hennigan, Cheryl Hicks, Julian Himes, Richard Hsu, Jared Huke, Eileen Hur, Lucy Huang, Jessica Jinn, Jared Huke, Jane Kendall, Gail Klintworth, Adam Knight, Sarah Kochling, Steve Kohn, Kaiser Kuo, Peter Lacy, Angus Li, Nancy Li, Cheng Lin, John Liu, Julia Liu, Kang Liu, Leonard Liu, Peggy Liu, Yangmingxi Ma, Neville Mars, Tatsuo Masuda, Charlie Mathews, Espen Mehlum,  Dana Miller, Zhao Xue Ming, Olivier Oullier, Kevin Osborne, Dan Pei, Jonathan Porritt, Chen Qian, Maria Rabinovich, Florian Reber, Shaun Rein, Nial Rele, Bradford Richardson, James Roy, Jonah Sachs, Guowei Shou,  Kunal Sinha, Tom Song, Scott Spirit, Dejan Sundic, Nina Trentmann, Burcu Tuncer, Vijay Vaitheeswaran, Ray Wang, Lord Nat Wei, Wei Wei, Adam Werbach, Lisa Witter, Jonathan Woetzel, Vicky Grinnell-Wright, Anson Wu, Yan Nailing, Prem Varatharajan, Helen Wang, Dr. Ping Wang, Ruru Wang, Isabella Wenschler, Cole Wheeler, Eva Xie, Mengyi Xu, Phoebus Xu, Gao Yan, Van Yang, Alex Yang, Dr. Zhenlin Yang, Karl Yoder, Henry Yuan, Su Yunsheng, Matthew Zedler, Mei Mei Zeprun, David Zhang, Gengtian Zhang Junjie Zhang, Keiss Zhang, Xueming Zhao, Chenyu Zheng, Ye Zhi, Ping Zhou, Manuela Zoninsein.   

Also to our friends at:

World Economic Forum New Energy Architecture Global Agenda Council
World Economic Forum Sustainable Consumption Global Agenda Council
World Economic Forum Young Global Leaders Energy Task Force
World Economic Forum Sustainable Consumption Forum at Davos
China Executive Leadership Academy of Pudong 
Center for Sustainable Consumption and Production
Saatchi & Saatchi (led by Julian Borra, Jane Kendall, and Adam Werbach)
Edelman China (led by Steven Cao and Tom Song)
Ogilvy China (led by Kunal Sinha)
Shanghai Jiaotong University, Arts and Humanities Institute (led by Liu Kang)
Shanghai Tonji Urban Planning Institute (led by Su Yunsheng)
Alto-Tonji Design Center
Sino-Finnish Center
Urban China magazine
Marks & Spencers (led by Marc Bolland and Richard Gillies)
Etopia Building Development (led by Su Yunsheng)
naked retreats (led by Grant Horsfield)
studio shanghai (led by Delphine Yip)
JinTai Art Museum (led by Henry Yuan)
Unilever
Dove
Watsons
TESTIMONIALS
We need to find ways to get consumers, organizations and governments to work together to solve our energy problems, and JUCCCE will provide the vehicle to make this happen.           

- Richard Branson, Founder of Virgin Group, & JUCCCE Honorary Committee Member -

JUCCCE is impressive. Its talented team focuses on projects that matter, helping tackle China's clean energy challenges at the ground level.

- David Sandalow, Assistant Secretary, US Dept. of Energy -

SUPPORTERS
HOW YOU CAN HELP