China Brands, Marketing & Consumers
McDonald’s Celebrates 26th Birthday in China
McDonald’s celebrates its 26th birthday in China this weekend. Despite its rocky journey, the American fast food chain is still popular amongst Chinese, with many sharing fond memories of their first McDonald’s experience.
China Brands, Marketing & Consumers
Starbucks Goes Xinjiang & The Kardashians in China
Starbucks rebrands as “Star-Bazaar” in Urumqi—what does it say about shifting perceptions of Western brands in China? Also: a cheating sports influencer and the souvenirs that became most hated.
Originally published in the Eye on Digital China newsletter on Sunday, October 4, 2026.
In this edition:
- Quick scrolls: A Chinese athlete cheated her way to the Berlin Marathon’s finish
- Zooming in: When Localization Gets Political: Starbucks Goes Xinjiang
- On the Feed: The Kardashians in China
- Phrase of the Week: The 3 souvenirs sold everywhere, but nobody wants them
🗞️ QUICK SCROLLS
🇯🇵 The National Day holiday has begun, but nobody’s going to Japan. Although Japan was the number one outbound destination for Chinese travelers during last year’s October holiday, it has now dropped out of the top ten destinations entirely. According to data from Chinese tour operator Tuniu (途牛), Indonesia, Turkey, and South Korea are among this year’s most-booked overseas destinations.
🚲 Chinese fitness influencer “Abeeeer” was caught cheating during the Berlin Marathon after she posted about running her “personal best.” The sport-blogger (530k+ followers on Xiaohongshu) was photographed riding on the back of a bicycle around the 38-kilometer mark. On Saturday, she publicly apologized and admitted that she had broken the rules and that she was “feeling unwell.”
The sports influencer was caught hitching a ride to the finish line.
🏳️🌈 Japanese volleyball player Rui Takahashi came out as gay on Tuesday, saying he wanted to help others struggling with their sexuality by coming out publicly. On Douyin, many Chinese fans and commenters praised Rui for his bravery.
🤖 Former Global Times editor-in-chief Hu Xijin (胡锡进) published a National Day essay praising the country’s achievements but forgot to delete the AI chatbot’s closing follow-up question (”Would you like me to read through the whole text again and check it for omissions?”). Hu quickly deleted the AI prompt, but “Hu Xijin’s National Day AI ghostwriting fail” had already gone trending.
⚽ Chinese football produced…
China Brands, Marketing & Consumers
Quack Like a Goose: Why Beijing Street Vendor “Auntie Goose Legs” Sparked a Nationwide Debate
After the first complaints surfaced, Auntie Goose Legs admitted the truth about her business: she ha been selling duck legs all along.
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Mbappé, Mao & the Backlash on Chinese Social Media
Mbappé, Mao, and the Joke That Shall Not Be Named
The French Protests, Viewed from China: Five Narratives on Chinese Social Media
What Does 20 Yuan ($3) Mean Anymore? China’s Disappearing Living Rooms & the Great Laundry Debate
Starbucks Goes Xinjiang & The Kardashians in China
Why Japan Has So Many Surnames, China’s Back-to-School Shifts & Taiwan Pavilion Trouble
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