From 'Little Fresh Meat' to 'Soy Milk Brother': Shifting Beauty Standards Online

Remember when the internet was obsessed with porcelain skin, delicate features, and boyish idols who looked like they'd never lifted anything heavier than a microphone? That era of 'Little Fresh Meat'—all soft edges and flawless filters—has quietly given way to something new: the rise of the 'Soy Milk Brother.'

This isn’t just a meme. It’s a cultural shift. While 'Little Fresh Meat' (小鲜肉) celebrated youthful, almost ethereal beauty, the 'Soy Milk Brother' (豆奶哥) represents a more grounded, relatable masculinity—one that's soft but strong, cute but capable. Think less K-pop idol, more cozy café barista who also deadlifts.

Data shows the change is real. A 2023 survey by TrendLens Asia found that 68% of Gen Z viewers in China now prefer male influencers who display emotional openness and everyday charm over traditionally 'perfect' looks.

*Based on engagement rates, follower growth, and brand collaboration frequency across Douyin, Xiaohongshu, and Weibo (2023).

The Soy Milk Brother doesn’t scream 'look at me'—he says, 'want some tea?' He’s the guy baking banana bread in an oversized sweater, sharing skincare routines without shame, and posting gym progress with zero ego. His aesthetic? Creamy, warm, nourishing—like soy milk. Hence the name.

Brands have noticed. From sportswear to skincare, companies are pivoting toward this softer, more inclusive ideal. Li Ning launched its 'Gentle Strength' campaign featuring male models in relaxed fits and natural lighting. Even luxury labels like Prada have cast actors known for emotional authenticity over chiseled jawlines.

So what’s driving this shift? Psychologists point to post-pandemic fatigue with perfection. After years of curated feeds, people crave realness. The Soy Milk Brother isn’t flawless—he might have bedhead, laugh lines, or cook slightly burnt toast. And that’s the point.

This evolution isn’t about discarding beauty—it’s about redefining it. As one netizen put it: 'I don’t want to look up to someone anymore. I want to hang out with them.'

The message is clear: warmth sells. Relatability resonates. And sometimes, the most attractive thing a man can be is… kind of cozy.