Summary of the Core Content
This article discusses the phenomenon of “Sam Literature,” which gained popularity due to the opening of Sam’s会员 stores in Jinan and Qingdao, Shandong. The events surrounding these openings, such as intense competition to be the first store in each city and early-morning queues to secure a spot, have given rise to this cultural trend. Initially, “Sam Literature” was used by some as an exaggerated way to display their middle-class status, but it has since been used by netizens to satirize the deliberate class distinctions created by capitalism. The article reveals how Sam’s uses its membership system, large packaging, and suburban locations to create a perception of being part of the middle class. It also explores how young people use humor to alleviate anxiety about their consumerist identities, ultimately calling on everyone to break free from the narrative imposed by capital and choose a consumption style that suits them.
Detailed Analysis
1. The Rise of “Sam Literature”: Starting with the “Jinan-Qingdao Battle”
The popularity of “Sam Literature” began with the opening of Sam’s stores in Jinan (the provincial capital) and Qingdao, two cities that have a competitive relationship. When news of the openings came out, netizens in both places started arguing about which store should be considered the first “Sam’s in Shandong.” The tension was so high that workers building the stores were said to be working around the clock to meet the deadlines, and people argued over details like the placement of promotional posters and the time of the openings (this event became known as the “Jinan-Qingdao Battle”).
To resolve the dispute, Sam’s decided to open both stores on the same day, but netizens were still not convinced. On the opening day, the situation escalated even further: some people queued up at 2 a.m. to be the first customers (reclaiming the title of “the first person in Shandong to enter Sam’s in 3000 years”) and even sent congratulatory messages to their high school teachers, as if entering Sam’s represented a significant life milestone. These absurd scenarios helped shape the concept of “Sam Literature”—for example, someone might say, “Teacher, could you have imagined that the student who used to sit next to the trash can is now standing in the heart of Sam’s?”
Later, rumors spread that customers at the Jinan store had stolen drinks and chicken (the photos turned out to be from 2024 or earlier in Jiangsu), which made Sam’s a focal point on the internet, and “Sam Literature” spread throughout China.
2. Why Does Visiting Sam’s Become a Symbol of Middle-Class Status?
Sam’s has become a symbol of the middle class due to its deliberate marketing strategies:
- Membership Fee: A yearly fee of 260 yuan keeps people who don’t want to pay out.
- Large Packaging and Suburban Locations: Products are sold in large quantities (e.g., 10-jin bags of rice, 2L bottles of milk), and the stores are located in suburban areas, attracting those with disposable income and time.
- Capital’s Narrative: Previous bloggers (now banned) have promoted Sam’s as a “middle-class club,” similar to high-end golf clubs—only those who can afford it can join, and being a member gives a sense of superiority.
For some, the Sam’s membership card is more than just a shopping voucher; it becomes a symbol of belonging to the middle class. Using it to shop feels like proving one’s status.
3. The Dual Nature of “Sam Literature”: Pride and Satire
The content of “Sam Literature” can be divided into two categories:
- Sincere Praise: People who have experienced Sam’s positive aspects, such as celebrating their first purchase or sharing their location with the hashtag #ShanMu (to appear more upscale).
- Satirical Humor: Netizens use exaggerated messages to mock those who try to flaunt their status, like saying, “If you can afford Sam’s, your annual income must be over 260 yuan” or “Mom, a good sale is the true luxury in life.”
Young people use these memes to downplay the pretense associated with consuming at Sam’s, questioning its perceived nobility. After all, it’s just a supermarket—why treat it like a sacred place?
4. Consumerism and Identity Tags
Sam’s is not an isolated example; capitalism often creates identity distinctions to drive sales:
- Smartphones are categorized as “Apple users” or “Android users,” implying that using Apple products makes you superior.
- Some people pretend to be part of the elite by showing off visits to expensive restaurants or luxury goods, even if they can’t afford them.
- The term “carb face” is used to mock those who eat starchy foods, turning diet into a tool for social division.
These labels are essentially tactics used by capitalism to make you believe that buying certain products will elevate your social status, leading you to spend more money.
5. Breaking Free from the Consumerist “Identity Trap”
The article ends with a quote from Camus: “Pain comes from comparison.” Sam’s is just a supermarket, and Apple is just a brand of phone; carbohydrates are essential nutrients. Without the filter of capitalism, these things are just ordinary commodities.
True consumption should be based on need—if you have a large family, Sam’s large packages might be convenient. If you’re single, smaller portions from discount stores might be more suitable. There’s no need to buy something just because it fits into a perceived social category; choose what truly meets your needs.
Conclusion
The popularity of “Sam Literature” reflects young people’s mockery of consumerism. We see through the tactics used by capitalism to create artificial distinctions and use humor to expose their pretense. Instead of worrying about fitting into certain social roles, we should focus on our actual needs and buy what we really need, not what others consider “luxurious.”