In Chinese culture, which often emphasizes collectivism (集体主义, jítǐ zhǔyì) and social harmony (社会和谐, shèhuì héxié), the concept of 主流 is particularly significant. To be aligned with the 主流 is often seen as a positive—it means being a part of the recognized, stable, and accepted societal fabric. While “mainstream” in the West can sometimes carry a negative connotation of being commercial, unoriginal, or “selling out,” 主流 in China is more often a neutral descriptor or even a sign of legitimacy and success. For instance, 主流媒体 (zhǔliú méitǐ) refers to official, authoritative state media, and 主流价值观 (zhǔliú jiàzhíguān) are the core values promoted by society and the government. Deviating from the 主流 to become 非主流 (fēizhǔliú), or “non-mainstream,” can be viewed with more skepticism than a “counter-culture” movement might be in the West, as it can be perceived as disruptive to social harmony.
主流 is a common and versatile term used in both formal and informal contexts to discuss what is dominant in a particular field.
The connotation is generally neutral, but leaning positive. To call something 主流 is to acknowledge its influence and acceptance. Its antonym, 非主流 (fēizhǔliú), describes things that are niche, alternative, or counter-cultural.