This rather lame joke struck a chord with China's middle class, a rapidly expanding group that now numbers over 300 million. As a middle-class lifestyle grows increasingly normal, so has disdain for flaunted wealth. Many Chinese would now say they consider themselves the antithesis of tuhao -- educated, fashionable, and disdainful of conspicuous consumption.
这个并不那么好笑的笑话，却触动了中国中产阶级的心弦。这是一个在中国迅速壮大的群体，目前人数已经超过了3亿以上。随着中产阶级式的生活方式越来越普遍，对炫富习气的鄙夷也越来越普遍。许多中国人现在会说自己是土豪的反面：有文化、很时尚，鄙视挥霍消费。
At the same time, Chinese live in a society where understanding tuhao is valuable, catering to tuhao taste is lucrative, and making tuhao friends is sensible. Multinational corporations understand this.
但与此同时，在当下的中国社会中，理解土豪是很有必要的，迎合土豪趣味是有利可图的，和土豪交往是很有道理的。跨国公司懂得这一点。
Tuhao had their breakout moment on Sept. 20, when Apple introduced a gold version of the new iPhone 5s smartphone. Despite initial disbelief that Apple would indulge such tackiness, the gilded phone has become insanely popular in China, where it is known -- even in state media headlines --as the "tuhao gold."
9月20日，土豪们终于扬眉吐气了。这一天苹果公司推出了金色的新型号苹果5s智能手机。人们起初不敢相信苹果会如此张扬俗气，然而这款镀金手机很快在中国受到疯抢。在中国媒体的头版头条新闻上，这款手机被称为“土豪金”。
The tuhao concept extends beyond gilded gadgets. On Sept. 22, members of Hollywood royalty flocked to the seaside Chinese city of Qingdao for the opening of a cinema complex owned by developer Wang Jianlin, whom Bloomberg calls China's richest man. China's Internet users labeled the event an "Extravaganza of Tuhao" and a celebration of "Haollywood". A-listers rubbed shoulders with security guards in uniforms; elderly locals performed Chinese opera. The country's middle class, it seems, is conflicted: The nouveau is surely gauche, but the old is still uncouth.
土豪的概念不只体现在手机等小玩意的品味上。9月22日，好莱坞御用班底齐聚青岛，参加彭博社所称的中国首富王健林旗下一个电影城的揭幕式。中国网民们将这个揭幕式成为 “土豪的盛宴”，“豪莱坞”。上层名流和穿着制服的安保摩肩接踵;老一辈们表演着山东戏曲。这个国家的中产阶级似乎有些矛盾：新生的爆发户们显然十分粗野，老一辈的中产阶级还固守土气。
Among stiff competition, the most famous tuhao on the Chinese Internet in early October was a nameless woman in backwater Anhui province. Chinese media reported that she gave a Bentley worth approximately RMB 4 million (about $650, 000) to her son-in-law as a wedding gift. Some allege the reporter fabricated the story, but it has already caused uproar online, where responses range from derision to expressions of real or exaggerated jealousy of the young man's good luck.
土豪之间也有名气的激烈角逐。10月初以来网上最有名气的中国土豪是一位匿名的中国女士。根据媒体报道，这位家住安徽省的女士给女婿的新婚礼物是一部价值 400万人民币的宾利轿车。有些人指出这则消息是媒体造价，但无论如何这则消息已经在网上造成一片哗然，有人嘲笑，有人假装嫉妒，也有人真的嫉妒。
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