China –1413, a magazine playfully exploring modern Chinese culture, has published an issue debunking stereotypes on the country’s health and wellness practices.
The magazine, which was founded by creatives Zengli Shan and Wu Yijing (known as Lisa and Echo), has previously addressed a variety of topics, ranging from the societal meaning of the selfie in China to local fandom culture. The seventh issue tackles traditional Chinese medicine and wellness, with a personal and light-hearted approach that defines the magazine’s style.
The bilingual publication has taken two years to produce and is divided into three sections: Hot, Chi and Mind. It gives answers to some common questions, such as the benefits of drinking hot water or how Qi works. ‘The idea of Chinese wellness conjures traditional images of herbs, hot tea, big-brush calligraphy or an old guy with a long beard looking old,’ adds Echo. The result is an educational issue paying homage to tradition, with a strong visual identity and a humorous tone.
The modern Chinese consumer has many faces, and such initiatives help shed light on the intricacies of the country’s diverse cultural context.
1413 shows how to educate consumers on tradition and honour cultural legacy through strong editorial choices – the unique curation of visuals and humorous spin give substance and relevance to the message