How a new wave of Chinese artists is connecting with global culture
In a world that often highlights divisions, some voices emerge to unify and redefine what it means to belong. Among them is GiNN 諸葛靖, an electronic artist and rapper who's making waves with his ability to blend traditional Chinese motifs with cutting-edge global sounds. For GiNN, music isn't just personal—it's a cultural mission to explore how young people can embrace their heritage while building bridges across cultural divides.
GiNN sees the younger generations in China and the West as inherently curious and open, driven by a growing appetite for hybrid genres that transcend borders. "Look at K-pop or XG—they're pulling influences from everywhere," he says. Chinese artists like Xin Liu, Akini Jing, and my friend 99 God are doing the same, bringing cultural roots into EDM and hip-hop and pushing boundaries in ways that connect people across cultures."
This blend of cultural influences is more than a passing trend for GiNN—it's a way forward. "It's about not just preserving traditions but evolving them," he explains. For him, authenticity is non-negotiable, and music offers a powerful medium for harmonising diverse elements into something fresh and exciting. His work reflects this ethos, combining the emotional resonance of traditional Chinese music with the innovation of modern electronic production.
GINN believes that creating a shared global culture is essential in today's fragmented world. "By combining local traditions with global sounds, we're not just representing our heritage but showing how it can grow and inspire others," he says. His collaborations with artists like 99God and Katastic are a testament to this philosophy, offering a vibrant mix of heritage and innovation. Tracks like "MIST // XIAOYAN" showcase his ability to weave these elements together, creating something that resonates on a deeply human level.
Technology plays a crucial role in this cultural exchange, especially within China. Platforms like 抖音 (Chinese TikTok) are redefining how music is discovered and shared, particularly for young Chinese artists looking to connect with both domestic and international audiences. "I first found my arranger LNCL through 抖音 while in Taipei," GiNN recalls. "These platforms aren't just tools—they're ecosystems that amplify underrepresented voices and foster collaboration."
GiNN's cultural development company, I.I Limited builds on this idea by using these uniquely Chinese digital spaces to promote authenticity while pushing creative boundaries. For him, technology is about more than just accessibility—it's about creating a dynamic and evolving cultural landscape where new ideas can thrive. "We've yet to see a China-based artist go truly viral internationally," he notes. "But the potential is there, and I'd love to be the one to make it happen."
For GiNN, this mission is deeply personal. Growing up, he struggled with Mandarin and felt disconnected from parts of his heritage. "I was heavily criticised by some family members for not fully representing my culture," he admits. "But embracing Mandarin became a way to reclaim and celebrate my identity." His music reflects this journey, with tracks like "晕 (Dizzy)" seamlessly combining traditional Chinese influences with bold, modern production. "The bassline in '晕 (Dizzy)' reflects my determined, proactive approach to 'getting laid'—but respectfully. That's the whole point of the song!" he says, laughing.
GiNN's ability to blend cultures is evident not just in his music but also in his vision for the future. He dreams of collaborations across cultures, inspired by projects like Connor Price's Spin The Globe, which pairs artists from around the world. "It's a great way to expand creatively and explore new ideas," he says, noting how such partnerships can push boundaries and open doors for deeper understanding.
The younger generation's openness to blending traditions and experimenting with genres excites GiNN. He sees this as a defining characteristic of modern culture and a powerful force for breaking down barriers. "Hybrid genres like mine are where cultures collide and create something entirely new," he says. "It's about showing that our differences can complement each other in meaningful and exciting ways."
Despite the increasing global reach of Chinese music, GiNN acknowledges that there's still work to be done. He notes that while platforms like Spotify and TikTok have made Chinese music more accessible, a true global breakthrough remains elusive. "Technology has made it easier for someone in LA to discover an artist in Shanghai, but there's still a gap," he says. "I'd love to be the one to change that."
Beyond the technology and cultural exchange, GiNN's music carries a message of unity. He believes that, at their core, Chinese and Western cultures share more similarities than differences. "Our cultures aren't so different after all," he says. "By embracing their intersection, we can honour the past while pushing boundaries. Stay curious, stay open, and find beauty in the blend."
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