If a person depends upon their looks in order to make a living, is it right to objectify them as a “piece of meat”? That’s probably not what the Chinese film industry would call it, but it is what they’re banking on.

Many domestic films in China have been depending upon “young fresh meat” (小鲜肉) as their winning formula, reaping box office success in the absence of critical acclaim. And in a rather refreshing change of pace, the “young fresh meat” are in fact young male heartthrobs who are helping Chinese films break box office records as they compete toe-to-toe against Hollywood blockbusters.

The term may lack a certain degree of subtlety, but there’s nothing subtle about success:

• Tiny Times, the popular film series from author-turned-director Guo Jingming, grossed 1.3 billion yuan (US$213 million) over the past two years. A fourth entry is expected soon.
• Teen movie The Left Ear, starring 23-year-old talent show idol Oho Ou, has earned more than RMB 470 million since debuting on April 24.
• The Chinese adaptation of Korean hit Miss Granny that stars Lu Han earned 360 million yuan in return for a 20 million cost of production.

In regards to what Shanghai Daily calls “fresh meat fever”, secretary general of the China Film Association Rao Shuguang said this reflects a demographic change in Chinese moviegoers. With fast economic growth, more and more young people are willing to pay to go to the cinema, and film makers have been quick to meet their demands, Rao said.

Zhang Huijun, president of the Beijing Film Academy, said female teens are devout admirers of “young fresh meat” and are willing to pay good money for films, songs and public appearances. “People love young, pretty faces, and film investors have commercialized such psychology,” said Zhang.

Are you in the mood for for “young fresh meat”? Feast your hungry eyes upon these objects of idolatry:

 

The equivalent of “young fresh meat” for young women happens to be “little mermaid”. And as an FYI, adorable children in China are often referred to as “loli’s“.