Chinese people have not had to declare their family background on registration forms for 40 years, but that has not switched off the public's interest in the heritage of their peers.
In addition to the much talked about "rich second generation" and the "poor second generation", a "red third generation" is emerging.
The relatively small group comprises the grandchildren of New China's first top officials and is getting much attention.
Typically, people in the "red third generation" were born after the "reform and opening-up". Many were educated abroad. And most are embarking on their careers.
Among the better-known members of the group is Bo Guagua, grandson of former vice-premier Bo Yibo (1908-2007) and son of former Commerce Minister Bo Xilai. Wan Baobao, granddaughter of former Chairman of the Standing Committee of the National People's Congress, Wan Li, is another member, as is Ye Mingzi, granddaughter of Ye Jianying (1897-1986), who was one of the "Ten Great Marshals" of China.
Wan is a jewelry designer with her own brand, Bao Bao Wan Fine Jewelry. Ye is a fashion designer. Bo is a student at Oxford University with aspirations to work in the culture sector.
"I don't have to be a politician to contribute to society," said 22-year-old Bo, who received the Big Ben Award for Top 10 Outstanding Chinese Young Persons in the UK in May. "I think culture and education are particularly important for today's China and it is an area I believe I can contribute to."