随着社会的高速发展,在人们日常生活中产生了诸多亚文化。许多新的动画形象通过迎合这些亚文化创造出诸多衍生价值,“贱萌”文化中的小黄人就是一个成功的案例。“贱萌”文化源于日本文化,在中国兴起有其背后的文化原因,所以本文以小黄人为例,来分析“贱萌”文化中所隐含的文化消费诉求。 With the rapid development of society, many subcultures have emerged in people’s daily life. Many of the new animated images create a lot of derivative values ​​by catering to these subcultures. Small yellow people in the “cheap adorable” culture are a success story. “Cheap adorable ” culture originated from Japanese culture, and its rise in China has cultural reasons behind it. Therefore, this article takes small yellow people as an example to analyze the cultural consumption appeals implied in “cheap adorable ” culture.