We investigated the implicit attitudes of Chinese youth towards the second-generation rich, and the relationship of these with their explicit attitudes. Participants were 119 undergraduate students ( 58 men and 61 women). Using the Semantic Differential Measure and the Feeling Thermometer Scale, we examined the participants' explicit attitudes, and we used the Implicit Association Test to assess their implicit attitudes toward the second-generation rich. Results showed that the participants did not show a negative implicit attitude towards the second-generation rich. However, the participants exhibited a negative explicit attitude toward the second-generation rich. These results are consistent with previous research. This suggests that the second-generation rich can take advantage of these findings and project a more positive image of themselves to other people in China.