The rural landlords (Chinese: 土豪; pinyin: tuhao) originally meant a rich and powerful person or family in a town or an area, with a derogatory sense or negative connotation in Chinese. However, the old term has assumed new meanings, and has become a popular term.
The term "rural landlords" was first extended to the virtual world to describe the people who are willing to spend a huge sum of money on computer games. Later, it was extended to describe the nouveau riche who like to brag about their wealth. Nowadays, it has become a general term used by people to describe those who live beyond their means.
On Sept. 9, 2013, micro-bloggers launched an activity on the Internet to write poems for "rural landlords", giving rise to the well-knowing saying "rural landlords, let's make friends!" which increased the popularity of the term. It represents the common people's yearning and longing for wealth and the resulting psychology of their admiration and jealousy.
Rural landlords gold
The rural landlords gold (土豪金; pinyin: tuhao jin) is derived from the term "rural landlords," and has become a popular phrase in China. It is used to describe the gold iPhone 5S.
On Sept. 20, 2013, the new generation of Apple products -- iPhone 5S and iPhone 5C -- was officially launched in the Chinese mainland. It was the first time that China was listed for the debut of Apple's latest mobile phones. In addition to the black and white classic colors, Apple added gold to its iPhone 5S range.
In China gold symbolizes nobility, wealth and prosperity, and Chinese people view the metal gold as a valuable asset to hold. That explains why Chinese consumers are so passionate about the gold iPhone 5S.
Since its launch on Sept. 20, the gold iPhone 5S has been in short supply in China, and its price rose to nearly 10,000 yuan (about US$1,634), twice as much as the phone's original retail value. While Apple calls the color "champagne gold," many Chinese Internet users have adopted the more satirical and critical description "rural landlords gold" to refer to rich showoffs.
At present, the '"rural landlords gold" has sold out in many retail channels, while the number of Chinese consumers ordering for the product is still growing.