Nearly half of China's population of 1.3 billion is under the age of 30. It's this group of people that defines what’s trendy, what's in, and what’s cool in the country. China has already long adopted cool into their vocabulary, so what does cool or “ku” mean to them? And how does that affect businesses, advertisers, and the rest of the world? In the new book "China's New Culture of Cool", authors LiAnne Yu, Cynthia Chan, and Christopher Ireland offer their take on this emerging class of smart, urban consumers. The book is put out by Cheskin, a California-based consulting firm, and is the result of ten years of research on this fast-growing market. So I met up with LiAnne Yu and Cynthia Chan at Cheskin’s head office in California to talk about China's culture of cool.

"China’s New Culture of Cool" is published by New Riders and you can find it online at amazon.com.