Abstract: After the 1980s, a large number of academic works and theses about the National Southwest Associated University (NSAU) appeared, historical materials of NSAU were excavated, and its memoirs, essays and articles were published, not to mention a dazzling array of movies, TV dramas and documentaries produced about the same theme. In short, there appeared a phenomenon of “fever” of a considerable scale. As a nostalgic product, this fever carried the dual effects of reflection and consumption, harbored the ideals and expectations of the intellectuals, and reflected their dissatisfaction with and reflection on modern higher education. Driven by consumerism, the fever has become increasingly commercialized and vulgarized. We should inherit the cultural heritage of the NSAU on the basis of a correct understanding of its history to promote healthier development of higher education.

Key words: National Southwest Associated University (NSAU), cultural phenomenon, generation, characterization