The trend is growing among developing nations
In the west, overt displays of wealth can often be viewed negatively and many of the richest people choose not to flaunt it.
But in emerging markets there is a growing desire to show how well people are doing in one of the most public ways possible – social media.
The ‘flaunt your wealth challenge’ began in Russia and has since spread to China where ‘xuanfu tiaozhan’ has become an internet phenomenon, perhaps more for its unusual execution rather than the underlying display of wealth.
Images or videos are posted online showing individuals who have apparently fallen, scattering their material wealth around them.
China's 'flaunt your wealth' challenge goes viral with people falling out of cars with luxury goods (Pic: Weibo /Sean) https://t.co/6Pz1ZNHuOT pic.twitter.com/CT8d8TOTrx
— ABC News (@abcnews) October 23, 2018
The items shown in the images include jewelry, piles of cash, and designer goods; and the owners are usually pictured stepping out of sports cars, luxury jets, or in other luxurious surroundings.
However, such is the nature of social media that even those with more modest possessions are also posting their ‘flaunt your wealth’ images.
Kiki challenge is long gone! There is a new challenge in town. It’s called the #FallingStars challenge. You have to flaunt your wealth by lying face down (preferably on the road) surrounded by all your fancy expensive stuff.. Insane..😳🧐🤭😵🙄 what do you think? pic.twitter.com/qtSy9Nb0Sw
— Krithiga Narayanan (@Krithiganarayan) October 20, 2018
