The economic success of China is changing the way Chinese people look at money. The people, who now have more money available, are beginning to enter into a material consumer culture. This new excess has allowed more spending on movie, books, concerts, dramas, and a host of other things. This has dramatically changed since when people were interested more in buying food than in entertainment. These new consumptive habits and attitudes have created many differences in society. This is especially true of the gap between generations. Young people today focus a lot of their attention on brands, which are made up of both international and domestic name brands. The desire to possess these famous name brands in clothing and electronics, has led to the massive increase in these industries. Another interesting effect has been the rise of tourism and its related industries within China. Chinese tourists are beginning to explore their own country in increasing numbers. The opening of the new railway to Tibet is an example of the excitement people have for visiting famous places in China. More people are now being exposed to the wonders of China’s cultural and natural heritage. Therefore, environmental protection and green consumption are on the rise. This new awareness of the environment and culture is echoed by China’s large consumption on education and educational products. It can be argued that education has become a big part of the people’s consumption. All of these new consumptive attitudes are changing the face of China, as it becomes more global.