In China, there is a famous buzz-word” Tuhao Gold” that was fashionable on the network. “Tuhao Gold” is the new name of iPhone 5s gold color that was nominated by Chinese customers.
Seperated this new word, “Tuhao” means people who suddenly got a lot of money and have no taste of comsuming. “Tuhao behavior” specially appears in China.
Back in the 30 years ago in China. Chinese people started a Chinese economic reform. Chinese government opened the opportunities of doing business in China and introduced lots of Foreign Capital. Facing such big market, foreign companies realized this was the biggest opportunity for them to enlarge their company in this present century. So a massive influx of foreign capital entered onto Chinese market. Then parts of Chinese suddenly became rich and started to buy luxury stuffs. The biggest characteristic of these people was wearing gold necklaces.
Why people belittled the gold color and purchased gold iPhone 5s at same time? I think it is because of class identity. Although “Tuhao” has bad taste in fashion, this group is a kind of symbols of rich people. That’s why new iPhone 5s gold is selling great in China.
(Taking from http://tech.xinmin.cn/2013/09/24/22028221.html)