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嗯嗯
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Hi everyone
And will come back to happy hour
欢迎回来酒馆
Hi Online
Hi You do
Hi everyone
Online
Can i propose a topic today
Shoe have you ever heard of the very buzzy chinese word or chinese expression
主理人
Like my sistem helper
No no no
助理主理
主人的主
Oh
I've heard of it
But don't i understand it
I don't think anyone really quite understand what
That is about
Okay so imagine this
Pictured this
You walk into a hyper design cafe
Ok so of really instagramable cafe in a trendy shanghai anyway
Okay
The music is right right
Ccis is minminimalist cheek and the person behind the counter greeting you with like a polite smile
But some sort of distance isn't just a perrista
They are the 人
Julithey are the owner of the brand
Of the cafe
Of the whole concept
Ok and by calling the themselves
Julian you are simple coffee order somehow turns into a lecture on the different types of coffee beans
And you leave the cafe having paid
I don't know a hundred
A hundred and fifty arm before a coffee
It's not just a very expensive cafe
But they're not just for cocaes
Any type of establishment
Any type of brands
Can have a 人
Juliso
Julian just means manager or owner
You can say that yes and no
Because it is one of the most buzzy
Bobirthy and now heavily marmarked turds to come out of of china's contemporconconsumer and use culture
它是一个非常火的一词
但同时现在又是经常被人吐槽的一个词
For those of you 主理人
Out there i mean no offenence
Someone 开始called me 主理人of the happy hour
Ok 这
原来我们真的说过酒馆主理人的
It's a title that promises a unique curated experience
But it's often at the center of um you know online satire
Okay
So again it's a owner of a business
Okay
Let's unravel the story
Shall we ookay kay
嗯
First of all the term
When i was life streaming ing
Lot lot people say oblue
How do you translate this difficult to translate because the whole idea of julian
It's actually a quite foreign idea
Yeah
But it's got translated into chinese
Not direct through english
This is how it happened one of the atomological stories
The origin stories is that
This is a chinese translation of the japanese term for director
Director
Yeah
Ah a director in english means what head of business business dedepartment
Ad of dedepartexammple 什ad of 监那什么什么管理
这是一个管理者的一个title
Yeah
But this directa this japanese version of the english world
嗯
Then gained traction through hongkg's fashion magazines in the nineties
And they translated it into 人julibut the original thing
The original 人julimeant more like the brand owner
Like fashion brand owner
Not a shop owner
Okay So i
I'm cleclose someone getting in it
It's not just about managing a business
Business oowin the business
It's also been the main brand
Yeah
Well is the face of the brand
The face and the soul of the brand okay
So this is why
Sometimes they're even translated into chief curator
Chief curator yeah
I no curator is usually for museums and gallery
Yeah
They're like there in charge of curating that idea
Theah 're a concept of the whole brand image
They're a living embodiment of the brands soul
Their personal taste
Lifestyle
Philosophy are the brand's core value proposition
It's all about creating emotional value yeah
And the concepook
So how did this sort title just go into well everything
I think it's really simple
I think people just think that or people just thought it had a nice ring to it
It's better than shop owner okay
Because that makes it feel like you're so basic
You're so mid
But if you call yourself chief curator
The brand owner
The 主理人
The director of the brand
It sounds a lot nicer
It seems to suggest that you have a lot of originality okbebeind ind it 好像很多原创的东西
And you really know your stuff okay and the tricky paris english doesn't really have a single perfect equivalent
Oh No
I guess maybe founder
Cause that has the idea of like you own it
But
But also your responsible for its design
Yeah
But founder is much sible spfounbusiness
Especispeciststart business
Business ounounder
就这个创始人嘛
It doesn't really have that cultural etitim okay in it creative director
Curator maybe
And you say yeah
Still creative director and curator seems to suggest they're doing something rc like a museum gallery or fashion magazine fashion brands
But this can be the julie of of cacaand ok of a bistro
It can hardly call a bistrroowner
Creative director of the bistroke
Because maybe like brand dota
But it doesn't really have the same like impact
Exactly it just feels sterol
Oh Yeah
It feels happpless
It just misses all the cultural and emotional package
I think this is one of those untranslatables
Oh Yeah
Because behind it is a lot of cultural phenomenon
So if i start calling myself self creative director and curator of happy hour
Do i get a high salary
No
Because i am decorator and credige director of this okay like to differ
Now i am the 主理人
You're the 助理人
Oh
Oook
Yeah
But interestingly you remember what i said about how this came to fame
Because people wanted to be 助理h
Yeah
But why is it now seen a bit of set up
Yeah
This is because of the online back clash
Yeah
I think a few years back people started posting mocking videos
Yeah
Hauetotototty this really potentious julian um being in really shake cacaes over charging people and being very stand office
You know some of these julian probably would say things like
Oh Yeah
I'm not opening this cafe for money just just open this cafe
So that i have a place to host my friends so like don't
Don't have a business ah just inviite this cayour home like just because i'm not
And there's so many parities
There's so many like a ckery online people start to realize hand on a minute
Although these people they talk to talk
But they don't really have or a lot of them don't really have anything insightful okay or deep p just just hiding under this fancy word
And then so that they can overcharge you
And they also can look down on you
Oh Yeah
So we see an idea with this will lofly image
Yeah
But actually it's overpriced bit underwhelming
Yeah
The problem is pretentiousness
Oh Yeah
And also there's the idea of label inflation
Oh Yeah
嗯
The whole 主理人
Label is so inflated
然后people make fun of it
They say 我是什么手工拉面助理人and all noodles 理人
Juyou can be any 主理人
I guess you can be like 沙县小吃主理人
Yeah
方便面主理人
If you want to be
So people make make money of it
Of it Wow
Yeah
Um i can kind of understand that now cause my experience is that type of thing
Myself like i've been to boars
And like wine bars in particular in beijing
And it's very much that same all like atletious pretentious atmosphere that you just find very uncomfortable
It's not welcoming
It's forbidding well
Exactly
And the thing is that makes me laugh
Is that i member one wine bar
I went to
And the julio will get all the information wrong
What did you do
They did you point it out
Oh No
But i asked for recommendations
And she was recommending these wines
And all of her information completely wrong
So i just spent
Okkah
Thank you very much
I'll have that one over there did she actually call herself julian
I've no idea
But looking at her
She strikes me the type of person who would um i mean you don't have that word in english
That exact translation
But i'm sure
You've been two pretentious places like that
Oh Yeah Ok
Oh Exactly
There's no single title
But the concept exists um we have influenced own brands
Celebrity chefs
And it's all about the founders personality
Um it's not about the food
It's not about equality products
It's about the founder
没有
And nowadays you got instagram so in the west
Especially with cafes and pop pops
The drive is to create an instagrammable experience
It's off a show is all a show
Yeah
In a way
The whole julian culture ture diffing for saying this
I earn the right to say this
Because i'm also julian
It just feels so intrsically narcissistic
Well it is
It's about the show
It's about appearal social media
So i've been to cafes before not just in china but also in britain
Where cafe looks beautiful
The art is amazing
The coffee looks amazing
But it has pretty ordinary
Yeah
But then they would put a lot of fancy titles on it
Yeah
They will attach a lot of fancy concept to it
And then it back can over charyou doesthink that a lot of this push back is because the julia and culture doesn't really respect how businesses are run
I mean being a business person myself for the past few years now
I feel like you really do need to respect how businesses are run
And everything starts from dirty work well exactly
Yeah
It's not always sexy ono so and we've done this for so many years now
And it's not sexy only your own business it's really is not
It's lots of hard work
Lots of things
That people don't see behind the scenes
But these type of cafes
These type of julian and run businesses
It's all for show
Everything is designed to be perfect in reality only in your own business isn't
It's about hard work
It's about hard work
Yeah
I think this is i'm not saying all the julian are like that
But this whole online mocky ies obviously marking the julian who don't really know how to run business business
They cababts ts of have face value keeping up their aparanbusiness
Business shek being with their friends
And they have no idea about the incient out of running a business
And they probably have a level of financial resources
Therefore they don't care if the place makes money or not
And they're proud of that
Which is i think
Then you're not a business
Then it's just you putting in money
So that people can reveal you
Yeah
It's hobby
Yeah It is
And that's why i guess there's a cultural shift
There's diomestificfication
That's too yeah
What they call this enentment
Which we talked about in another episode
So to wrap up the whole julian
The concept that i introduce to you
Today
It's a complex cultural package
It's the title that travelled from the niche street culture fashion to the mainstream
And it sort of incapculates our desires for unique experiences
But then it just sort of weared too much into narcism and protention
Oh Yeah
So we wto hehear from have you ever ver countered this type of person are there similar trends where you live
Maybe you're 主理人
Yeah
And you want to shout us
So what's your take take is this actually genuine
Or is it just marketing hype um leave a comment in a commment section
And also putting your request for any other topics that you wanted to talk about
So until next time will see you next time
Bye bye
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