Jiecao Collection, A Naughty App For Post-90 Chinese, Is Explosive

Jiecao Collection is a Chinese app that features trending jokes and memes. Since it launched at the end of last year, Jiecao Collection has netted several million users among whom 80% were born post-1990. With a simple goal to be a source of happiness for young people, the app did not intend to target specially the post-90s when it started out, according to founder Grace Chen.

The word “jiecao” literally means “moral integrity” in Chinese but has become a new slang for China’s young generation. It’s normally used in negative, such as “one has no jiecao,” to describe someone who’s done something not technically immoral but still inappropriate and sometimes offensive. Jiecao Collection provides exactly this type of “naughty and edgy” in-jokes and punchlines that make many China’s post-90s laugh.

A similar content-based platform for jokes that has served the post-80s is Qiushi Baike, which features anecdotes that prove you lame/a loser. Every generation seems to have its own subtle sense of humor.

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