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With the most sudden shifts to marketing economics and the accession into WTO, foreign capital is penetrating further into Chinese media market nowadays and audiences in Mainland China began to be widely exposed to Western cultural products. The abundance of Western products often leads people to assume that the luxury consumption and Western materialistic values will also be imported along with those Western cultural goods. To test this assumption, an empirical study about the relationship between Chinese youthÂ’s media consumption and materialist values was conducted in Shanghai, the most commercial city in Mainland China, in 2004. We found that there did emerge materialism among Chinese young people. However, the complicated results in this study provide both of the evidence and challenge to the traditional media imperialism thesis. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]