Connect with us

China Insight

China’s Belt and Road Propaganda Machine Running at Full Speed: An Overview

The Beijing ‘One Belt, One Road’ (OBOR) summit is about to take place, and the Belt and Road propaganda machine is running at full speed. Chinese state media spotlight children in promotional campaigns, and emphasize the idea of China as a harmonious global leader.

Manya Koetse

Published

on

The Beijing ‘One Belt, One Road’ (OBOR) summit is about to take place, and the Belt and Road propaganda machine is running at full speed. Chinese state media spotlight children in promotional campaigns, and emphasize the idea of China as a harmonious global leader. Here is an overview of the various recent public promo videos backed by different state media outlets, including the latest one by People’s Daily.

As the ‘One Belt, One Road’ (aka OBOR or Silk Road Economic Belt) summit takes place in Beijing on May 14-15, the promotion of this enormous development strategy is in full swing. Chinese state media outlets China Daily, CCTV, and People’s Daily have all published their own OBOR promotion clips through Youku or Weibo.

All the latest promo clips on the Belt and Road strategy have clear characteristics in common. Besides that young people and children play a major role in them, they are all global focused; they use many languages and feature people of various backgrounds.

 
1. Communist Party: The Belt and Road is How
 

Over the past week, it was especially the Sesame Street-style video with children from various countries singing about the Belt and Road that made international headlines. It was the only promotion video that was posted on Chinese social media by a wide range of official media, including China Daily, People’s Daily, PLA Daily, Communist Youth League, China National Radio, Xinhua, and CCTV.


The Belt and Road Song by Fuxing Road Studios posted by whatsonweibo

In the video, fifteen different children sing along in English to a catchy song with cartoon graphics. The political video was made by Fuxing Road Studios (复兴路工作室), a company that often produces English-language propaganda videos on China’s policies.

China’s English-language public communication videos are not necessarily only targeted at foreign audiences. The Belt and Road is How video was widely shared by official channels on Chinese social media, and was initially not even posted on YouTube. The use of an English song (providing Chinese subtitles) helps convey the idea of the Belt and Road as a very global initiative, both for Chinese and non-Chinese audiences.

Featuring a group of cute and diverse children in this clip also boosts the global image of the OBOR project, and stresses its unthreatening character. Although the Chinese government and state media have continuously represented the initiative as one of peaceful development that has no regional or military agenda, there are still international concerns over China’s strategic goals. The choice for such a “Sesame Street-style” promo video, in that sense, is quite telling; the ‘One Belt, One Road’ initiative couldn’t be represented in any cuter or more innocuous way.

Fuxing Road Studios has covered numerous major China-related events in the past, including state leaders’ overseas visits. Using pop songs and modern graphics, their videos target the younger, social-media generations. Although the company is secretive about its affiliation, The Wall Street Journal reported in 2016 that the production house is part of the Chinese Communist Party’s international department.

 
2. China Daily: Belt and Road Bedtime Stories
 

State newspaper China Daily recently launched its ‘Bedtime Stories’ campaign. It is a series of clips in which Erik Nilsson, assistant director at China Daily, tells his little daughter Lily stories about the ‘One Belt, One Road’ initiative before she goes to sleep.

These China Daily series are mainly aimed at English-speaking audiences; newspaper China Daily has pushed these videos through its official channel on YouTube, a platform that is inaccessible from mainland China. They were also posted on Weibo, but the videos made less of an impact on Chinese social media than they did on YouTube, where the last clip received over 63,000 views within 24 hours.

When China Daily introduced the first video of the bedtime series on its official Weibo account on May 9, it emphasized the video’s sentence “It is China’s idea. But it belongs to the world,” as a key sentence from the campaign. This sentence is crucial in the promotion of the idea behind the Belt and Road initiative, that emphasizes China as the harmonious leader that helps the whole world become a more prosperous place.

The concept of ‘bedtime stories’ gives China Daily the freedom to tell the story of the Belt and Road initiative in a very clear way through a father explaining the strategy to his daughter. This makes it easy for all people to understand, also for those who are not familiar with OBOR.

 
3. CCTV: Prosperous Together
 

China’s state broadcaster CCTV published its own promo video this week that shows, amongst others, children from around the world playing with miniature cars, boats, and trains that then turn into reality along the Silk Route belt (see video below). The video’s main theme is how OBOR connects the people of the world.


CCTV One Belt One Road Promo Video by whatsonweibo

The clip, titled “Together Prosperous,” ends with the slogan: “Discuss Together, Build Together, Enjoy Together” (“共商, 共建, 共享”). It very much highlights the international impact of the One Road One Belt initiative – something that is given more weight through the use of dramatic music.

As in the other clips, this public communication video also gives prominence to the role of children from different countries. The point is not that these videos are targeted at kids, but that they are the perfect propaganda messengers: they represent the new future of China and the world.

 
4. People’s Daily: WE Make It Happen
 

On May 12, another video came out which shows students from eight different countries painting together and talking about their home and interests. They mostly speak in Mandarin Chinese, but some also speak in their native languages. The students come from Hungary, Kenya, Spain, Argentia, Russia, China, Kazakstan, and Thailand.


“WE Make It Happen” – One Belt, One Road Promo… by whatsonweibo

While the other students talk about soccer, food, and dance, the Russian and Chinese students bring out the video’s main message.

“Today, I drew a bridge,” the Russian student named Mikhail says: “It connects Russia and China. Two different countries, two different nations. They can get to know each other. Every person or every nation can act as a bridge.”

The Chinese student Yu then tells: “The kite was invented by ancient Chinese people. I think they had a dream. They wanted to know the outside world. A bigger world.” The students then put their paintings together, forming the word “WE”, followed by the message: “The Belt and Road – WE make it happen.”

The video is an initiative by Communist Party newspaper People’s Daily and was shared on Weibo by various media sources, including the Global Times.

Like the other videos, the focus is on how the Belt and Road strategy connects people of various nations. It is a new kind of public promo video, as Chinese public campaigns commonly always include references to the flag of China or other national symbols like the panda or the Forbidden City; something which does not comes up in this clip.

On China, netizens have responded in different ways to the various videos. Although many people said they think the Fuxing Road Studios clip is somewhat “awkward,” the other campaigns are more popular.

Especially the “WE make it happen” campaign seems to be liked by many netizens. Many people comment on the video with: “We like WE!”

“This is a successful promo video,” one person says: “It makes people feel proud.”

The CCTV promo video also received praise on Sina Weibo. “It’s very well done,” many said.

“When I finished watching, I felt like this is the best Chinese promo video I’ve seen thus far,” one Weibo user writes.

There are also those who wonder about the role of the USA, as America seems to play no role whatsoever in the various Belt and Road promo films. But there were also those who were not surprised about America’s invisiblity in the videos: “This is the ‘One Belt, One Road’,” one person commented: “And it is China that is leading the way.”

– By Manya Koetse

©2017 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published.

China Insight

Why Russia Is Nicknamed the “Weak Goose” on Chinese Social Media

Multiple Chinese (military) bloggers started using ‘weak goose’ (菜鹅) term in light of Russia’s fading victory.

Manya Koetse

Published

on

While the latest developments in the Russia-Ukraine war are closely watched by millions of Chinese social media users, the ‘Weak Goose’ meme is becoming more popular among military bloggers and Weibo users, signaling a shift in online sentiments regarding Russia’s position and its military competence.

Since the beginning of the Russian invasion of Ukraine, the latest developments regarding the war in Ukraine are a big topic on Chinese social media, where military bloggers, academics, political commentators, and ordinary netizens have been sharing their views on the conflict over the past seven months.

Back in February of 2022, many Weibo commenters expressed anti-war sentiments and worries about the situation of the Ukrainian people and Ukraine-based Chinese compatriots.

At the same time, there was also a growing group of Chinese netizens who said they supported Russia. One top commenter at the time wrote: “I resolutely support the Russian military action! This is the evil result of Ukraine following the Yankees (美国佬). We should seize the opportunity to liberate Taiwan and to recover the Diaoyu Islands.”

Those speaking out in favor of Putin and the Russian military mainly focused on anti-Western sentiments, and this online discourse was only strengthened by media narratives that also framed the Russia-Ukraine war – commonly referred to as Russia’s “special military operation” – within a Chinese context that stressed the humiliation and injustice suffered by China at the hands of the very same Western powers that were now condemning Russia and were trying to get China on their side (read more in this article).

Others also saw the Russian military invasion of Ukraine as a warning to Taiwan, semi-jokingly writing that Chinese troops could arrive in the morning, that unification would be completed by noon, and that they would all be raising the flag and singing the national anthem together the next day.

But now, seven months and nine days later, it is clear that Russia’s “special military operation” in Ukraine is anything but a quick ‘victory.’

 
“We’re Witnessing History”
 

This week, after Russia proclaimed the annexation of four territories in Ukraine, the Russia-Ukraine war has reached a pivotal phase and this is receiving a lot of attention on Chinese social media.

After a series of so-called “referendums” which supposedly showed it was the “will of the millions of people,” Putin claimed that Luhansk, areas of Donetsk, Kherson, and Zaporizhzhia were now part of the Russian Federation. Using increasingly threatening rhetoric, Putin said in his September 30 speech that Russia would defend these areas with “all the means at our disposal.” On Weibo, the topic received over 220 million views (#普京签署顿涅茨克等四地入俄条约#).

That very same day, Ukraine applied for fast-track NATO accession, and Ukrainian President Zelensky said that they are ready for peace talks with Russia, but only with a different Russian president. The topic of Ukraine’s application to join NATO became a trending topic on Weibo, receiving over 190 million views on Saturday (#泽连斯基签署乌克兰加入北约申请#).

When Jake Sullivan, the U.S. President’s National Security Advisor, stated that it was “not the right time” for Ukraine’s admission to the alliance, China Daily initiated the hashtag “Ukraine’s Application to Join NATO Is Met with a Cold Shoulder by the U.S.” (#乌克兰申请加入北约遭美国冷遇#).

On Sunday, news of President Zelensky declaring the key eastern Ukrainian town of Lyman “fully cleared of Russian forces” also became trending. A Weibo hashtag dedicated to the topic of Russian forces retreating from Lyman (#俄军从红利曼撤退#) received over 150 million views.

“We’re witnessing history,” some Chinese netizens commented, with others replying: “We’ve been witnessing history for the past two years already.”

 
Shifting Online Sentiments
 

But the online sentiments regarding the war in Ukraine have shifted over the past months, and there is now more emphasis on the weakness of the Russian military strategy. There are also more voices criticizing those who cheer for Putin.

Qu Weiguo (@曲卫国), a professor at Shanghai’s Fudan College of Foreign Languages and Literatures, denounced fellow Chinese who seemed “happy and excited” about Putin signing the decree annexing four regions of eastern Ukraine and who called it a “checkmate move” that put the West in a difficult position.

According to Qu Weiguo, these “patriotic” fellow Chinese – “I am not sure whether they actually love China or Russia,” he wrote – were overseeing the fact that it is not just the West that is being affected by the annexation, of which the legality is more than questionable. Qu mentioned the 2013 PRC-Ukraine Treaty of Friendship & Cooperation, which conveys Chinese support for Ukraine’s “sovereignty, security, and territorial integrity.” Qu suggests that in this context, China could not possibly recognize the four annexed territories as being part of Russia; and Beijng would also be obliged to support Ukraine in case it would be attacked by Russian nuclear weapons.

Author Du Zijian (@杜子建) also spoke out on Weibo, saying the referendum regarding the four regions claimed by Russia cannot be recognized: “It’s Ukrainian territory, it can’t be stolen by anyone.”

Image posted by Littlepigpig

Military blogger ‘Littlepigpig’ (@用户littlepigpig1), who focuses on the war in Ukraine, provided another perspective on the recent developments, suggesting that Putin’s nuclear rhetoric is just bluff and likely stems from despair over Russia’s inability to defeat Ukraine: “What would be the point of sending hundreds of thousands of Russians to Ukraine to be brutally slaughtered before launching a nuclear strike!?”

 
The ‘Weak Goose’ Meme
 

There are more people who now express that they see little chance of Russia winning this war. One regular Weibo user wrote: “The soldiers have no morale, the country has no money, and their equipment technology lags behind NATO.” “They’re so disappointing,” others wrote.

One term that recurringly comes up in these discussions, from Weibo to Zhihu, is that of ‘Weak Goose’ (菜鹅 cài’é).

The term, that has been surfacing for a few months, is a wordplay on 菜俄 (also cài’é), which means ‘Weak Russia’ and is short for “the weak Russian army” (“俄军很菜”).

Although ‘菜’ (cài) actually means ‘vegetable,’ it is also slang for ‘poor’ or ‘weak’ when used as an adjective (see this video for explanation.)

This image is another word play on ‘weak goose’, turning it into a ‘vegetable swan’ instead.

According to Jikipedia, ‘Weak Goose’ started to be used by Chinese political and military bloggers after they found that the Russian army advanced much slower than they had expected. They came up with the word to make fun of Russia struggling with basic military mistakes and low military capabilities.

Recently, instead of ‘weak goose,’ the term ‘weak Russia’ has also been used more often (so 菜俄 rather than 菜鹅; just for clarity, we’ll translate them both as ‘Weak Goose’ here). Russia is usually also nicknamed ‘big goose’ in China (大鹅) since the words for ‘goose’ and ‘Russia’ sound the same.

The past week, multiple Chinese (military) bloggers have started using this term again in light of Putin’s fading victory and the retreat from Lyman. Reports about Russian recruits allegedly being instructed to use tampons and pads on war wounds in light of a shortage of military supplies further strengthen the Weak Goose meme: “Who thought the ‘Weak Goose’ was so weak?”

Those using the ‘Weak Goose’ term are definitely not necessarily anti-Russian and also not pro-Ukrainian – they are just using the word as a joke and comic relief in a military conflict that has been dragging on for much longer than Chinese netizens had anticipated.

 
“The Russia-Ukraine conflict is not entertainment”
 

But not everyone on Weibo appreciates these kinds of jokes. “The Russia-Ukraine conflict is not some entertainment variety show,” one blogger (@Aglaia柒y) with over 220,000 fans wrote, criticizing those who are using the war as a source of drama and entertainment with Putin starring as the main “idol.”

Others also reminded people that the ‘Weak Goose’ is actually very resilient. Well-known finance blogger Liu Zhongling (刘忠岭), known under the alias of @笑看红绿, noted that there were many Chinese people cheering for the latest victory of the Ukrainian army recently. But according to Liu, it is not necessarily something to cheer about: “All the progress that the Ukrainian army is making now, comes at the cost of many injuries and military casualties. Considering that this war is going to take a long time, soldiers are far more important than weaponry.”

He added: “The ‘weak goose’ army is getting worn out (..) but by pulling back they are also preserving strength and that is not a bad choice. People who know their history already anticipated the Russians would get pulled down, but they also know the ‘Weak Goose’ is actually tough.”

Although the ‘Weak Goose’ meme is one that is just alive within particular online circles, it is telling of a shift in sentiments on Chinese social media regarding a conflict in which many initially believed Russia was like a strong brown bear fiercely attacking Ukraine, rather than a worn out goose nibbling on its neighboring country (reference post).

Chinese well-known political commentator Hu Xijin stirred away from any jokes. In his recent post on Weibo, he warned that “the world must be prepared for a further escalation of the war in Ukraine, even beyond Ukraine.”

By Manya Koetse 

With contributions by Miranda Barnes.

 

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our weekly newsletter and get access to our latest articles:

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading

China Brands & Marketing

About Lipstick King’s Comeback and His ‘Mysterious’ Disappearance

After Li Jiaqi’s return to livestreaming, the ‘tank cake incident’ has become the elephant in the room on social media.

Manya Koetse

Published

on

Earlier this week, the return of China’s famous livestreamer Li Jiaqi, also known as the ‘Lipstick King’, became a hot topic on Chinese social media where his three-month ‘disappearance’ from the social commerce scene triggered online discussions.

He is known as Austin Li, Lipstick King, or Lipstick Brother, but most of all he is known as one of China’s most successful e-commerce livestreaming hosts.

After being offline for over 100 days, Li Jiaqi (李佳琦) finally came back and did a livestreaming session on September 20th, attracting over 60 million viewers and selling over $17 million in products.

The 30-year-old beauty influencer, a former L’Oreal beauty consultant, rose to fame in 2017 after he became a successful livestreamer focusing on lipstick and other beauty products.

Li broke several records during his live streaming career. In 2018, he broke the Guinness World Record for “the most lipstick applications in 30 seconds.” He once sold 15000 lipsticks in 5 minutes, and also managed to apply 380 different lipsticks in another seven-hour live stream session. Li made international headlines in 2021 when he sold $1.9 billion in goods during a 12-hour-long promotion livestream for Alibaba’s shopping festival.

But during a Taobao livestream on June 3rd of this year, something peculiar happened. After Li Jiaqi and his co-host introduced an interestingly shaped chocolate cake – which seemed to resemble a tank, – a male assistant in the back mentioned something about the sound of shooting coming from a tank (“坦克突突”).

Although Li Jiaqi and the others laughed about the comment, Li also seemed a bit unsure and the woman next to him then said: “Stay tuned for 23:00 to see if Li Jiaqi and I will still be in this position.”

The session then suddenly stopped, and at 23:38 that night Li wrote on Weibo that the channel was experiencing some “technical problems.”

But those “technical problems” lasted, and Li did not come back. His June 3rd post about the technical problems would be the last one on his Weibo account for the months to come.

The ‘cake tank incident’ (坦克蛋糕事件) occurred on the night before June 4, the 33rd anniversary of the violent crackdown of the Tiananmen student demonstrations. The iconic image of the so-called ‘tank man‘ blocking the tanks at Tiananmen has become world famous and is censored on China’s internet. The control of information flows is especially strict before and on June 4, making Li’s ‘tank cake incident’ all the more controversial.

But no official media nor the official Li Jiaqi accounts acknowledged the tank cake incident, and his absence remained unexplained. Meanwhile, there was a silent acknowledgment among netizens that the reason Li was not coming online anymore was related to the ‘tank cake incident.’

During Li’s long hiatus, fans flocked to his Weibo page where they left thousands of messages.

“I’m afraid people have been plotting against you,” many commenters wrote, suggesting that the cake was deliberately introduced by someone else during the livestream as a way to commemorate June 4.

Many fans also expressed their appreciation of Li, saying how watching his streams helped them cope with depression or cheered them up during hard times. “What would we do without you?” some wrote. Even after 80 days without Li Jiaqi’s livestreams, people still commented: “I am waiting for you every day.”

On September 21st, Li Jiaqi finally – and somewhat quietly – returned and some people said they were moved to see their lipstick hero return to the livestream scene.

Although many were overjoyed with Li’s return, it also triggered more conversations on why he had disappeared and what happened to him during the 3+ months of absence. “He talked about a sensitive topic,” one commenter said when a Weibo user asked about Li’s disappearance.

One self-media accountpublished a video titled “Li Jiaqi has returned.” The voiceover repeatedly asks why Li would have disappeared and even speculates about what might have caused it, without once mentioning the tank cake.

“This cracks me up,” one commenter wrote: “On the outside we all know what’s going on, on the inside there’s no information whatsoever.”

“It’s tacit mutual understanding,” some wrote. “It’s the elephant in the room,” others said.

Some people, however, did not care about discussing Li’s disappearance at all anymore and just expressed joy about seeing him again: “It’s like seeing a good friend after being apart for a long time.”

By Manya Koetse 

Elements in the featured image by @karishea and @kaffeebart.

 

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our weekly newsletter and get access to our latest articles:

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading
Advertisement
Advertisement

Facebook

Contribute

Got any tips? Or want to become a contributor or intern at What's on Weibo? Email us as at info@whatsonweibo.com.
Advertisement

Become a member

Get the story behind the hashtag. Subscribe to What's on Weibo here to receive our weekly newsletter and get access to our latest articles.    

Support What’s on Weibo

What's on Weibo is 100% independent. Will you support us? Your support means we can remain independent and keep reporting on the latest China trends. Every contribution, however big or small, powers our website. Support us from as little as $1 here.

Popular Reads