“Anonymous socializing suits China particularly well.” Secret’s Operation Direct in China Eva Li said this morning at 2014 TechCrunch China/TechNode conference in Beijing. In explaining why Secret feeds into Chinese people’s social habit, Eva drew parallels between what Secret offers, and what young Chinese look for in their socializing experience. It also establishes “a level of trust among strangers”, said Li, by letting people explore posts in a relatively intimate circle – one’s friends or friends’ friends. This feeds young people’s need to gossip, break news, kill time, and highly likely, hook up. The “anonymous but familiar” social circle fits these young people’s desire to show off, self-mock, and entertain masked acquaintances who understand their punchlines.