In the cult film Serenity, Joss Whedon (of Buffy the Vampire Slayer fame) created a future where Westerners spoke and traded witty barbs in Mandarin. There are over 800 million native speakers of Mandarin, and if that figure continues to grow, Whedon’s fiction might actually become reality someday - especially as China grows as a world power.
But that figure doesn’t include the growing number of expat children who are transplanted to Asia, and other countries, due to parents working in global businesses. Called Third Culture Kids, sociologists theorize that these cross-cultural offspring are the prototype of the 21st century citizen: globe-trotting, multilingual… and cute as a button.
Ironically, many Chinese here struggle with the language, and young people tend to favor English as a first language.
The wake-up call of a television campaign featured here, which started airing in Singapore this month, kicks off the 30th anniversary of the country’s Speak Mandarin initiative.
Third Culture Kids
Global Tots Speaking Mandarin Are Prototypes of the 21st Century Citizen
Trend Themes
1. Growing Mandarin Speakers - The increasing number of Mandarin speakers, both native and expat children, presents opportunities for language learning programs and educational resources.
2. Third Culture Kids - The rise of Third Culture Kids highlights the need for cultural competency training, services, and support for individuals navigating multiple cultures and identities.
3. Speak Mandarin Initiative - The Speak Mandarin initiative's 30th anniversary opens doors for innovative language learning platforms, campaigns, and initiatives.
Industry Implications
1. Education - The education industry can tap into the growing demand for Mandarin language learning resources, programs, and schools.
2. Cultural Competency - Industries focused on cultural competency training and consulting can serve the needs of individuals and organizations navigating diverse cultural environments.
3. Advertising - The advertising industry has the opportunity to create impactful campaigns and initiatives around language learning and cultural integration.