In current Chinese society, house is no longer merely a sweet place for family being together, but also a vital representation of one’s social status. As Zhang (2008) points out, the stratification of urban residential space provides a tangible place for people to seek status recognition and create their cultural milieu. As the new rich in China succeed economically, they still lack a sense of social insecurity and yearn for respect from others. Therefore through the consumption of private property, the invisible socioeconomic differences are externalized. Besides a demonstration of one’s wealth, spatial location is also considered as an implication of one’s lifestyle and taste, at least that what real estate advertising tells people.
Zhang, Li (2008) ‘Private Homes, Distinct Lifestyles: Performing a New Middle Class’, in Li Zhang and Aihwa Ong (eds) Privatizing China: Socialism from Afar, Ithaca: Cornell University Press, pp. 23-40.