主理人 (zhǔ lǐ rén) literally translates to "Principal manager / Brand curator" and is modern Chinese internet slang meaning Satirical term for how every tiny 5-square-meter coffee shop, vintage stall, or boba stand owner now calls themselves a 'Brand Curator' instead of 'Boss'.. The closest Western pop-culture parallel is Self-appointed 'Creative Director' / Hipster café auteur.
Literal Translation: Principal manager / Brand curator
Actual Meaning: Satirical term for how every tiny 5-square-meter coffee shop, vintage stall, or boba stand owner now calls themselves a 'Brand Curator' instead of 'Boss'.
Western Meme Parallel: Self-appointed 'Creative Director' / Hipster café auteur
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Borrowed from Japanese streetwear culture (like Fragment Design's Hiroshi Fujiwara), it became a hilarious Xiaohongshu/Douyin meme roasting pretentious ¥48 hand-drip coffee shops.
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