Brief Explanation

The pace of change in China is unique. It's tangible. It's visible. This film lays bare the aspirations, commitment and depth of a group of young Chinese people (businessmen, artists, entrepreneurs, musicians, etc.) who are committed to a new vision of progress in China. They are raw, vivid and gritty portrayals of the achievements of a sample of China's 'new progressives'. Their stories tell us that a truly modern progressive China is so much richer, multi-faceted and surprising than the single-minded pursuit of wealth. The feature length film premiered at the 35th International Hong Kong Film Festival to a sold-out audience. Thirty second TV spots drove wider awareness of the project and directed viewers to an online site where the film was released in 12 segments. In just 8 weeks the Yulu campaign reached 19 million views. The debate that the brand has sparked and framed continues to ripple across China.