Working In Progress

THE9 Yu Shuxin—The Coquettish Soul

by 红秀GRAZIA
2020-09-14 12:23

Yu Shuxin is a true Shanghainese “diǎ mèimei”—everything about her, from her voice and expressions to the way she carries herself, exudes that signature charm. It’s in her softness, in her temperament—a kind of delicacy that feels both instinctive and radiant. It’s coquettish, yes, but also clear-eyed and refreshingly pure. Just as she puts it herself, “What’s wrong with being diǎ? I think it’s great.”

What’s wrong with being diǎ? I think it’s great.” Yu Shuxin says this while getting her makeup done, chatting casually with the mirror during the interview. “When I was little, my nickname was ‘Diǎ Mèimei,’” she adds, repeating it in Shanghainese—her voice soft and syrupy, like she’d just had a bite of cotton candy. This is her second magazine shoot of the day, starting in the evening, but Yu Shuxin is full of energy and glowing—her skin looks radiant. As she puts it, it’s the result of “two iced Americanos, five de-puffing instruments, a massage routine, and then makeup.” A classic Yu Shuxin answer—exaggerated enough to make you pause and wonder how much is real, but so honest and self-aware that you can’t help but laugh.

In Shanghainese, the word “diǎ” actually comes from the English word “dear.” Whether describing food, looks, personality—anything that feels delightful, comforting, or elegant—Shanghainese people instinctively praise it with “Lǎo diǎ e!” (So lovely!). Author Jin Yucheng even wrote in Blossoms, “Shanghai women have three treasures: drama, coquettishness, and cleverness—very different from women in the north.”

It’s this diǎ quality that helped Yu Shuxin stand out—but it also brought her criticism. “At first, even people around me misunderstood my personality. They’d think, ‘Why is she being so fake? ’”

She never expected that her personality, of all things, would spark such attention during Youth With You 2. But suddenly, “Yu Shuxin” was climbing the hot search rankings again and again—and her signature “Wow~” became so iconic that other celebrities began imitating it. Unprecedented, but true: “Wow” went viral.

CREDITS:

Presenter: Sun Zhe
Photographer: Wanglei & Jiangkun
Stylist: 呂露 (with Bai as Stylist Assistant)
Editor: Leandra
Writer: 计炜琼
Video: 不二
Project Coordinator: 白璐
Assistants: 丫丫、颖儿
Makeup Artist: NAN-Beauty杨单
Hair Artist: 楼韦俊
Nails: 瑞淋
Creative Design: 彭琬清

红秀GRAZIA 20-9-5 18:03

THE9-Yu Shuxin has a unique ability to “deconstruct” complexity—she breaks down interview questions of all sizes with ease, and even emotions like frustration, sadness, or confusion seem to dissolve effortlessly in her presence.

红秀GRAZIA 20-9-7 10:00

#YuShuxinsCat-EyeLook
Quirky and mischievous—that’s her. Radiant with energy—that’s her too. Facing each day with a smile? Always her! She is THE9—Yu Shuxin, fearless in the face of any challenge, living every single day with 24 hours of full-on energy! Issue 474

红秀GRAZIA 20-9-14 12:30

Issue 474 – #EstherYuRedShowCover
While many strive to fit themselves into an inner template of perfection, THE9—Yu Shuxin boldly places her true self under the spotlight—revealing to everyone a vivid, pure-hearted “diǎ mèimei” from Shanghai. Some may remember her for that iconic “Wow” or for the way she speaks with refreshing candor—but it’s always her unique, unapologetic nature that breaks through the biases built by convention. A bold red-and-blue plaid jacket clashing in color yet full of harmony, paired with statement black lace-up puffer gloves—the look reflects her perfectly: playful with childlike wonder, yet grounded in the quiet confidence of adulthood. To her, joy is the compass. She dissolves judgment with lightness and lives life with sincerity. That’s the Yu Shuxin’s attitude.

红秀GRAZIA 20-9-14 13:30

Issue 474 – #EstherYuRedShowCover#
The video is here! If joy can be contagious, THE9—Yu Shuxin has surely passed it on.
A single cheerful “Wow~” lit up half the summer, bringing this quirky, whimsical girl into the spotlight for even more people to see. But beyond the playful labels—“carefree” and “coquettish” piled on her—there are silent and quiet efforts. If I’m going to do something, I’m going to do it well. Diligence and sincerity—those are the qualities she wears with pride. Just like the black tulle slip dress wrapped tightly beneath her oversized black puffer coat—beneath that carefree exterior lives a soul that is clear, pure, and unwaveringly real.

1. THE9 Yu Shuxin—The Coquettish Soul: https://mp.weixin.qq.com/s/YYHw5vpuTIc0GF0JlzNz7Q
2. “嗲 (diǎ)” is a Shanghainese-influenced word that conveys a cute, coquettish, or sweetly charming tone—often used to describe someone who’s endearingly soft-spoken, a bit flirtatious, or uses “撒娇” (playful charm) in a natural way.
3. “灵魂” = soul—so the phrase implies that this charming, coquettish energy is core to her persona.
4. 红秀GRAZIA: https://weibo.com/graziachina
5. 红秀GRAZIA 20-9-5 18:03 – https://weibo.com/1703513687/JjeWBgu6p
6. 红秀GRAZIA 20-9-7 10:00 – https://weibo.com/1703513687/JjuDx5PYn
7. 红秀GRAZIA 20-9-14 12:30 – https://weibo.com/1703513687/JkzBTErEi
8. 红秀GRAZIA 20-9-14 13:30 – https://weibo.com/1703513687/JkA0fwQ7e