In a major initiative that will take two years, the DPM–China team has started a challenging project, called Project Ephebe and Xiphos, to reach out to China’s Generation Z with tailored, bite-sized audio/video content.
What is Generation Z?
Generation Z (often shortened to Gen Z) refers to the people born during the late 1990s and early 2000s. These youths are digital natives, as the first generation that was almost 100 percent raised and grown in the digital world. They don’t just ‘go’ online, but they actually ‘live’ there. It’s where they meet and communicate with friends, school, parents – the world.
The majority of China’s Generation Z - about 280 million people - are from one-child families. They are more idealistic and nationalistic than earlier generations. They are also highly educated, more open, straightforward, and spontaneous in expressing themselves. More than wanting to make money or get a career, they want their lives to matter. They yearn for authenticity. In a (digital) world that is full of slick, marketing-designed content that feels fake, they chase for what is real and true.
"They don’t just ‘go’ online, but they actually ‘live’ there. It’s where they meet and communicate with friends, school, parents – the world."
In a remarkable paradox to their online world of social connections, surveys on Gen Z report a higher degree of loneliness, and having fewer close friends. Gen Z youth also are more likely to be diagnosed with mental health issues than previous generations.
China’s Gen Z
While Generation Z in China and Western countries share many similarities due to the influence of technology and globalization, they also exhibit distinct differences shaped by their unique cultural, social environments.
For instance, compared with Generation Z in western countries, Chinese Gen Z often face very significant social expectations related to family fame and integrity, education, career, with traditional norms still exerting a strong influence (this is the main cause for many mental health issues). However, they are also pushing boundaries in areas like lifestyle, blending global trends with local culture.
Despite growing individualism, Chinese youth are deeply influenced by their Eastern cultural heritage. The government's emphasis on traditional Chinese culture resonates with many young people, who often integrate modern lifestyles with traditional values. The interplay and the coexistence of multiple cultures is crucial in shaping this generation in China.
And although Gen Z in mainland China is highly connected through local social media platforms, these platforms are heavily regulated and monitored. Social media in China is often used for education, shopping, and social interactions, with content that often aligns with government guidelines and promotes patriotic messages.
"Ongoing interactions with Chinese churches highlighted the critical need for biblical resources aimed at Chinese teenagers and young adults. We believe the time has come to address this need."
New Strategies
Communities in mainland China and overseas have consistently voiced the pressing need to train these young adults and to offer them a solid foundation in God's Word. Additionally, ongoing interactions with Chinese churches in Canada and elsewhere highlighted the critical need for biblical resources aimed at Chinese teenagers and young adults. We believe the time has come to address this need.
In one of his radio messages, Derek Prince said:
“We have to plan new strategies, new ways of approach. We have not to wait for the standard missionary approach because, believe me, that is passing. It’s almost out of date in many countries. We have to be able to find ways to penetrate the barrier, to go through the closed doors, to break through the Iron Curtain and the Bamboo Curtain. The motivation must be our passionate desire to see the Lord return, the Kingdom of heaven established on the earth.”
One of these new strategies is by reaching people online with Project Ephebe and Xiphos. The name symbolically reflects the project’s essence of training youth. "Ephebe" is derived from ancient Greek, referring to a young man undergoing military training in preparation for adulthood, while "Xiphos" signifies a double-edged sword in ancient Greek.
Dual Purpose
Project Ephebe and Xiphos entails the creation of audiobooks and bite-sized and impactful audio/video content tailored to the unique characteristics of Generation Z, using the Chinese version of Derek Prince’s "Foundation Series." For these videos, the entire content of the book will be used rather than the ten “Foundations” sermon videos.
The project will encompass several key components, including Mandarin AI voice recording, audio equalization, audio mixing, video production, graphic design, and the integration of subtitles. The video's graphic and visuals are being crafted specifically with teenagers and young adults in mind.
The audio for this project will be exclusively in Mandarin, accompanied by subtitles in both Chinese and English. The English subtitles serve a dual purpose: they enhance security in mainland China by presenting the content as educational rather than solely biblical, and they also address the specific needs of overseas Chinese communities.
The content will be distributed on platforms/channels within mainland China and also uploaded to our YouTube channel as social media proves to be one of the best strategies to reach Gen Z and to establish connections.
Prayer
Project Ephebe and Xiphos is a targeted outreach to a particular generation. Pray that the Lord will lead the DPM–China team and grant them perseverance and smooth progress at every stage. Also pray for China’s Generation Z. They have unique and challenging characteristics, and they need to know God’s love.
