JY
correojiayun@gmail.com
Instagram: @fabricant_fang
Jiayun Yan (JY) is a Shanghai-based, Singapore-raised strategist, editor, and cultural researcher working at the intersection of Chinese youth culture, internet trends, and cross-border storytelling. She leads social media and content strategy at RADII Media, develops emerging-culture and trend reports with various creative studios, and has contributed to platforms like Sabukaru and Nero Editions internationally. Her work bridges Chinese digital culture, contemporary aesthetics, and global creative networks.
CV upon request
SELECTED WORK
EVERYTHING CHINA WAS OBSESSED WITH IN 2025, A-Z REPORT
DECEMBER, RADII Media
2025 was chaotic, creative, and extremely online. So I alphabetized the chaos.
This A–Z report maps the obsessions that defined Chinese internet culture this year — the bistros that scammed us, the apps that shaped our routines, the clothes that fueled our collective delusions, and the memes that refused to die. But it also captures something bigger: the way Chinese trends now circulate far beyond China’s borders. From food aesthetics to AI tools to niche subcultures, many of these moments didn’t just resonate domestically, they became points of fascination for global audiences trying to understand contemporary China.
Consider this a cultural index of a year lived through screens, where local stories became global signals, and the internet blurred the line between who’s watching and who’s influencing whom.
Coming soon.
DIRTY PRODUCT FOR A NEW ERA_DOOMSCROLL 996
NOVEMBER 2025, Nephila
JY contributed research, cultural analysis, and editorial framing to Dirty Products for a New Era, an experimental project by Nephila investigating how Chinese subcultures migrate, mutate, and express themselves through “slop” aesthetics across regional and digital stacks. Developed during a moment of global cultural and technological inflection, the project unpacked the aesthetics, strategies, and language emerging from China’s algorithm-driven subcultural landscape—where platform logics, burnout culture, and creative ambiguity converge. JY’s work supported the report’s exploration of tactical demos, swarm software, and reversed interpolations, tracing how Chinese youth metabolize familiar patterns into new, opaque, and alien forms.
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NAVIGATING THE CHINESE CYBERSPACE THROUGH MEMES, BUZZWORDS
JULY, 2025, Nero Editions
JY contributed research and writing to Nero Editions with an article exploring the fast-shifting ecosystem of Chinese internet memes, slang, and platform-native buzzwords. The piece unpacked how Chinese netizens develop highly coded, hyper-evolving forms of expression—part linguistic play, part survival strategy—within an environment shaped by platform algorithms, censorship, and collective creativity. Her contribution situates Chinese internet language as an adaptive cultural system, showing how humor, ambiguity, and shared references form a kind of “Martian language” understood only within its digital communities.
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SOCIAL MEDIA CONTENT DIRECTOR
2021-2025, RADII Media
Over four years at RADII Media, JY shaped the platform’s evolution into one of the most distinct voices documenting contemporary Chinese youth culture, digital trends, and cross-border creativity. Working across editorial strategy, social media, trend research, and storytelling formats, she helped build RADII’s presence into a multi-platform ecosystem that speaks fluently to global audiences curious about China.
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CONTENT CONTRIBUTOR
2023-2024, SABUKARU
JY contributed cultural analysis and editorial insight to Sabukaru, the Tokyo-based platform known for documenting global subcultures, fashion movements, and emerging aesthetics. Her work focused on bridging perspectives between Chinese and broader Asian youth culture—bringing Sabukaru readers inside the codes, references, and online behaviors shaping China’s fast-evolving creative landscape.
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COMMUNITY MANAGER
2021, WE ARE SOCIAL, SINGAPORE
At We Are Social Singapore, JY worked as a Junior Community Manager supporting Samsung Global’s social media presence across Instagram, YouTube, Facebook, Twitter, and TikTok. She was responsible for day-to-day community management, content planning support, and real-time audience engagement across multiple regions and platforms.
MARKETING/PR
2019-2021, FRED PERRY, SINGAPORE
At Fred Perry South East Asia, JY worked across four key markets—Singapore, Malaysia, Indonesia, and Vietnam—managing marketing, PR, and social media strategy for a regional network of 12 retail stores. She worked on content development and publishing for all social channels, ensuring brand consistency while adapting communication styles for each country’s cultural context and audience behavior.