Asides
樂活 / Lohas: A case of cross-cultural morphing
Although Lohas is the consumer-friendly soft-sell version of social and environmental responsible living, the Chinese 樂活 often completely ditches the pesky environmental consciousness usually attached to the Lohas mindset. Although dedicated Chinese Lohas/樂活 sites still attach some importance to green consumption and living, when referred to by more mainstream media, especially lifestyle product advertisers, the term 樂活 more often than not just connotes “good living” without any of the socially progressive baggage. With slow living having established the similar conceptual construct of 慢活, 樂活 was ripe for the ‘if it feels good do it” kind of marketing. Come to think of it, that’s kind of happened with Lohas as well…
© 2010 Pristine Soapbox. 
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