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Hip hop fashion and streetwear culture, though popular in the West, have
never gone mainstream in China. But that may be changing owing to a popular
online reality show and rap competition called The Rap of China, which features
four celebrity producers tasked with training and guiding a rotating cast of
young competing rappers.
嘻哈文化和街穿在西方熱度從未衰退，在中國卻從未成為主流文化。《中國有嘻哈》，一檔受歡迎度極高的說唱選秀節目，將有可能打破這一局面。《中國有嘻哈》共有四位明星導師，將輪流訓練指導年輕的說唱選手。
The first episode of the show, which is produced by China’s largest online
video platform iQiyi, launched on June 24, drawing over 100 million viewers
within the first four hours, according to local Chinese media. The average
viewership of each episode is currently around 200 million.
《中國有嘻哈》由中國最大的線上視頻平臺愛奇藝制作而成，於6月24日首次上線，據中國媒體報道，該節目播出四小時內點播量即上億。當前每集平均點播量達到2億左右。
One direct result of this wildly popular show is that a series of high-end
streetwear brands, including Off-White, Vetements, Supreme and Raf Simons, have
become household names among China’s millennials.
《中國有嘻哈》大受歡迎帶來瞭一個最直觀的影響——包括Off-White、Vetements、Supreme、Raf
Simons在內的幾大高端街穿品牌在中國年輕人中迅速竄紅。
In the first episode, Wu made his debut on the show wearing a box logo tee
by the New York-based skateboarding shop and streetwear brand Supreme. Supreme
is already a very well known streetwear label among Chinese hip hop fans thanks
to some Hong Kong-based fashion icons like Edison Chen and Shawn Yue who
constantly show their appreciation for it.
《中國有嘻哈》首集中，吳台中二手廚具收購亦凡身穿紐約街穿品牌Supreme滑板店出的一款T恤，其上印有一個盒子的標識。Supreme在中國嘻哈發燒友中並不陌生，香港時尚偶像陳奕迅和餘文樂早就對Supreme贊賞有加瞭。
However, Wu’s massive popularity towards female consumers has 中古設備買賣further
aroused curiosity in Supreme. Responding to the demand, many fashion bloggers
and domestic media have taken a deeper look at the brand, expanding its reach
beyond hip hop circles.
但是吳亦凡的粉絲大多為女性，女性消費者增多讓大眾對Supreme這個品牌好奇不已。不少時尚圈博主和國內媒體為此深挖瞭Supreme，展示瞭其嘻哈風以外的涉獵范圍。
The explosion of The Rap of China on the consciousness of Chinese
millennials coincides with attempts by international streetwear brands to
further tap中古餐飲設備買賣 that market, one that has massive purchasing power and also
demonstrates strong interest in understanding foreign streetwear culture as a
way to express their individuality.
中國市場購買力強盛，瞭解國外街穿文化的興趣濃厚，國際街穿品牌正欲探索中國市場，恰逢《中國有嘻哈》在年輕人中爆紅，不少人希望通過街穿表達個人獨特性。
From that perspective, the show is incredibly significant to brands as it
offers free marketing and promotion as well as product placement for their
wares. But will that effect alone serve to help streetwear brands grow and
flourish in Chinese society as they have in the Western world?
以此來看，《中國有嘻哈》對街穿品牌有著不可磨滅的影響力，它是街穿品牌免費的推廣市場，也是各類款式的櫥窗。但是僅憑《中國有嘻哈》的爆紅，街穿品牌就能在中國發展起來，占據和西方市場同樣的地位嗎?
（編輯：何瑩瑩）
官方微信：新東方英語?（微信號：xdfyyw）
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