In this article, starting with a reflection on change of contemporary China concerning its market and consumption, I discuss the Diaspora role in the rediscovering of "traditional" values, especially related to harmony, hard work and saving notions which are based on religious and philosophic Confucian heritage. If, on one hand, today we can observe a deep consumerism among the young generations who live in China, on the other hand, the denying of conspicuous consumption appears as a distinctive feature among Chinese immigrants who live in Ciudad del Este (Paraguay) and work as importers and distributors of made in China goods. Due to these characteristics, I outline a comparison with the Calvinist Ethic, analyzed by Max Weber, drawing approaches and differences between Protestantism and Confucianism regarding conspicuous spending, work ethic and wealth accumulation.
China; Chinese diaspora; Confucianism; consumption