Theyhavebeenmentionedmorethan56milliontimesonSinaWeibo,China'sTwitter.Everyonewantstobetheirfriend,butnoonelikesthem.Theyseemtobeeverywhere,throwingaroundtheirnewlymintedrenminbiandwell-usedUnionPaydebitcards;yettheyareelusiveandshunthemedia.Theirloveforblinghasbecomethebackboneofthegloballuxurygoodsindustry,yettheyarealsothesubjectofdisdain,thebuttofjokes,thepunchingbagforthatwhichisoffensivetogoodtaste.

　　他们在新浪微博上被提及超过5600万次；人人都想和他们成为朋友,却没人真的喜欢他们；他们无处不在,挥霍崭新的人民币、刷爆银联的借记卡；同时他们又行踪诡秘、躲躲闪闪.他们喜欢亮闪闪华丽丽的东西,这种嗜好已经成为全球奢侈品行业的支柱；同时他们又品味极差,并且因此遭到鄙视、嘲笑和抨击.

　　Theyarethetuhao--tumeansdirtoruncouth;haomeanssplendor--andtheyaretheBeverlyHillbilliesofChina.

　　他们是“土豪”——“土”意味着土气和粗野,豪意味着奢华、霸气——他们是中国的“贝弗利山人”.

　　注：BeverlyHillbillies《贝弗利山人》是美国的一部著名情景喜剧,讲述一家暴发户迁到富豪名人聚居的贝弗利山庄居住的故事.

　　Tuhaooncemeantrichlandowner--thevillainouslandedgentryandclassenemyofcommunistChina'sproletariat--buttheterm'smodernrevivalbeganwithapopularjokethatmadeitsroundsonChinesesocialmediainearlySeptember.AyoungmanasksaZenmaster,"I'mwealthybutunhappy.WhatshouldIdo?"TheZenmasterresponds,"Define'wealthy.'"Theyoungmananswers,"IhavemillionsinthebankandthreeapartmentsincentralBeijing.Isthatwealthy?"TheZenmastersilentlyholdsoutahand,inspiringtheyoungmantoarealization:"Master,areyoutellingmethatIshouldbethankfulandgiveback?"TheZenmastersays,"No…Tuhao,canIbecomeyourfriend?"

　　土豪旧指富有的地主——恶毒的有产乡绅,中国无产阶级同志的阶级敌人——这个概念重新走红,是由于9月初中国社交媒体上一个广为流传的笑话.一个青年人问禅师,“我很富有,却不开心.我该怎么办呢?”阐师答曰：“何谓‘富有’?”年轻人回答说,“我有千百万的银行存款,在北京中心城区有三套房子.这可以称为富有了吧?”禅师默然、握住青年人的手.青年醍醐灌顶似的顿悟道：“大师,您是想告诉我,我应该心存感恩,回报他人吗?”禅师说,“不是……我是想说,土豪,我们可以做朋友吗?”

　　ThisratherlamejokestruckachordwithChina'smiddleclass,arapidlyexpandinggroupthatnownumbersover300million.Asamiddle-classlifestylegrowsincreasinglynormal,sohasdisdainforflauntedwealth.ManyChinesewouldnowsaytheyconsiderthemselvestheantithesisoftuhao--educated,fashionable,anddisdainfulofconspicuousconsumption.

　　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300万以上.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.

　　Atthesametime,Chineseliveinasocietywhereunderstandingtuhaoisvaluable,cateringtotuhaotasteislucrative,andmakingtuhaofriendsissensible.Multinationalcorporationsunderstandthis.

　　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.

　　TuhaohadtheirbreakoutmomentonSept.20,whenAppleintroducedagoldversionofthenewiPhone5ssmartphone.DespiteinitialdisbeliefthatApplewouldindulgesuchtackiness,thegildedphonehasbecomeinsanelypopularinChina,whereitisknown--eveninstatemediaheadlines--asthe"tuhaogold."

　　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”.

　　Thetuhaoconceptextendsbeyondgildedgadgets.OnSept.22,membersofHollywoodroyaltyflockedtotheseasideChinesecityofQingdaofortheopeningofacinemacomplexownedbydeveloperWangJianlin,whomBloombergcallsChina'srichestman.China'sInternetuserslabeledtheeventan"ExtravaganzaofTuhao"andacelebrationof"Haollywood".A-listersrubbedshould

　　太棒了！！！