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China’s Peppa Pig Movie Promo Craze: Understanding the Video and the Trend Behind It

Why Peppa is breaking the Chinese internet.

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The Peppa Pig movie promo is breaking the Chinese internet right now. Our latest Weivlog explains the video, its social context, and its background.

China’s Peppa Pig movie promo video might already be one of Weibo’s biggest trending topics of the year.

To know more about this video and its background, check out our full latest video featured here, explaining the trend in full detail – the original video lacks English subs, so we explain the video from A-Z there.

Check it out, and please subscribe to our YouTube channel if you’d like to see more explanations of Chinese trends through video.

By Manya Koetse 

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Insight

The Huawei Case Sparks Anti-American, “Support Huawei” Sentiments on Weibo

“Ever since all the news came out on Meng Wanzhou’s arrest I feel like this is Cold War 2.0,” some commenters say.

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(original image via NDTV.com)

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The latest developments in the Huawei case are a major topic of discussion on Chinese social media, sparking anti-American sentiments, along with hundreds of netizens calling for the support of Huawei.

The case involving Huawei and Meng Wanzhou is making international headlines today, now that the US Justice Department has officially filed charges against Chinese smartphone maker Huawei for allegedly stealing trade secrets from T-Mobile.

Among many other things, US prosecutors allege that Huawei launched a formal policy in which bonuses were offered to employees who succeeded in stealing confidential information from competitors (full papers here, page 19).

The Department also filed criminal charges against Meng Wanzhou (孟晚舟), who is the chief financial officer of Huawei and the daughter of the company’s founder Ren Zhengfei (任正非). The US is seeking the extradition of Meng Wanzhou from Canada.

The indicment papers as being shared on Weibo.

Meng was detained in Canada on December 1st of 2018 during transit at the Vancouver airport at the request of United States officials. She was released on bail on December 11. Meng’s next court date is set for February 6, 2019, in Vancouver.

 

“To the Chinese who proclaim that the American lawsuit against Huawei makes sense, where’s your conscience?”

 

Huawei responded to the accusations in state media on Tuesday, saying they were “very disappointed” about the charges, and denying that Huawei, nor its affiliates, had committed violations of US law.

China’s Ministry of Foreign Affairs urged the US to revoke its charges against Meng and to “stop the unreasonable suppression of Chinese companies, including Huawei, and to treat Chinese enterprises objectively and fairly.”

Meanwhile, on Chinese social media platform Weibo, the hashtag “Huawei responds to US accusations” (#华为回应美国指控#) received some 1,5 million views on Tuesday.

Among hundreds of comments, many netizens express their apparent belief that the United States is using the judicial system in a battle that is actually politically motivated, and that China’s rise as a competing technological power plays a major role in this issue.

“America has no confidence in its own technological power anymore, and has come to a point of such weakness that China’s technological strength is frightening to them,” one commenter named ‘Battle Wolf Wang Jie’ (@战狼-王杰) said.

“The goal of the US clearly is to suppress Huawei and its 5G technology, it is a fight over leadership,” one commenter wrote.

One popular Weibo tech blogging account (@科技阿宽) described the US as “a cornered dog jumping over a wall” (“狗急跳墙”), a Chinese idiom for describing desperate people resorting to desperate measures. This idiom was also used by other Weibo users commenting on the Huawei issue.

“Ever since all the news came out on the Meng Wanzhou arrest I feel like this is Cold War 2.0,” a Weibo user named Wei Zhong (@卫中) wrote about the issue: “This arms race in the field of technology can’t be avoided, and it will spread to other fields, posing a challenge to America’s leading position.”

But there are also commenters who want to know more about whether there are reasonable grounds to believe Huawei and Meng actually committed a crime: “So did they, or didn’t they?”

“Huawei needs to operate in accordance with international laws, otherwise there will be no end to the trouble,” some said, with others adding: “If they did nothing wrong, they shouldn’t be afraid to face the Americans.”

The editor-in-chief of the Chinese and English Global Times, Hu Xijin (胡锡进), called out those who suggested that the US might have sound legal grounds for the charges, writing on Weibo: “To the Chinese who proclaim today that the American lawsuit against Huawei makes sense, where’s your conscience? Have your brains been eaten by the dogs?”

 

“Was the Canadian Ambassador sacked for speaking the truth?”

 

The Huawei case news story has been developing and has been a topic of discussion ever since Meng’s arrest in December. A social media post issued by Meng shortly after her arrest became one of the biggest trending topics on Weibo of 2018.

The news that former Canadian diplomat Michael Kovrig was detained in Beijing on December 10th of 2018 also generated online discussions on the Huawei issue, with many linking his arrest to Meng’s case.

According to many, the detainment of Meng in Canada is linked to the detainment of Kovrig in Beijing.

Earlier this week, the dismissal of the Canadian ambassador to China, John McCallum, also became big news.

McCallum’s exit was preceded by his different interview comments on the Meng Wanzhou case. He told Chinese-language journalists that Meng had “strong arguments that she can make before a judge,” and reportedly told The Star‘s Joanna Chiu that it would be “great” if the US could drop the request for Meng’s extradition.

On social media, news of McCallum’s dismissal was shared hundreds of times this week. In response to the case, Chinese columnist Sun Bo published an article titled “Was the Canadian Ambassador sacked for Speaking the Truth?” in The Observer (观察者). On Weibo, similar attitudes are expressed, with many arguing that McCallum was punished for simply “expressing his thoughts.”

Some netizens argued that McCallum had been “set up” by the interviewer and that he had said nothing wrong. One Weibo user simply argued: “If America would no longer request Meng’s extradition, then Canada would not need to detain Meng and would not need to become hostile with China, which would also be better for Canada.”

A recurring sentiment expressed by netizens on the issue was that McCallum’s dismissal clashed with Canada’s “so-called freedom of speech,” although there are also other voices stating: “When an ambassador for the government publicly issues their own personal views as they like, they do need to step down.”

 

“He talked about how we should support Huawei, but sent it from his iPhone.”

 

Amid all discussions on Weibo (where some comment threads jumped from having some hundreds comments to “no comments” and then reopened with some hundred comments again), the support for Huawei is one sentiment that stands out.

“I will stand by Huawei,” many commenters write across various threads.

“I support Huawei! America and Canada need to set Meng free!”

Others call for a boycott on Apple and American products, urging Chinese netizens to purchase Huawei instead.

There are also some, however, who point out there is some hypocrisy behind some of these statements: “I just saw a ‘Huawei defender,'”, popular tech blogger ‘Keji Xinyi’ (@科技新一) writes: “He was talking about how we should support the made-in-China Huawei brand, and that Huawei is China’s pride, that Huawei will astonish the world. Then I saw his Weibo post was sent from an iPhone.”

Others joke around: “I support Huawei! I use the Honor 7 [device] by Huawei. I absolutely will not buy an iPhone. It’s too expensive and I can’t afford it.”

Jokes aside, the Huawei case is certainly one that will continue to be discussed in many corners of Chinese social media, with many expressing concern on how this case will develop in the future – as it is not likely to blow over any time soon.

“The law will rule based on evidence,” some commenters write: “So let’s just wait and see.”

By Manya Koetse

Spotted a mistake or want to add something? Please let us know through email.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Arts & Entertainment

“What Is Peppa?” – Viral Ad Campaign for ‘Peppa Pig’ Movie Makes the British Pig More Chinese Than Ever

It’s the Chinese new year of Peppa Pig.

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A new ad campaign for the upcoming Peppa Pig movie features a grandfather living in rural China who goes on a quest to find out what Peppa is. The commercial is a huge success on Chinese social media, and strikes a chord with netizens for touching upon various societal and cultural issues. Peppa is more Chinese than ever now.

“What is Peppa?” That is the question that is currently going viral on Chinese social media, with the hashtag #WhatisPeppa (#啥是佩奇#) receiving a staggering 400 million times on social media platform Weibo at time of writing.

The reason for the trend is an ad campaign, titled ‘What’s Peppa’, promoting the Peppa Pig Celebrates Chinese New Year film, a production by Entertainment One and China’s Alibaba Pictures.

The promotional video (5:39 length, watch featured video), that came out via various online channels on January 17, focuses on a grandfather living in a remote rural village who is anticipating the Spring Festival reunion with his son and his family, who now live in a big city.

The grandfather, named Yu Bao, wants to know what gift to get for his little grandson. When calling his family on a bad connection through his old 2G mobile phone, the word “Peppa” is all he gets from his little grandson before his phone breaks down. But what’s Peppa?

Yu Bao then goes on a comical mission to find out what Peppa is: looking it up in the dictionary, asking his friends -who are just as oblivious as he is-, and asking the entire village.

At the local shop, it is suggested that ‘Peppa’ is some kind of shampoo.

Eventually, one of the female villagers, who used to be a nanny, knows what Peppa is. She tries to explain it to Yu Bao, who now even seems willing to paint his own pig pink for his grandson. She explains that it is a pink cartoon pig whose face looks somewhat like a traditional fire blower.

With some guidance, the grandfather then goes to work and creates a unique ‘Peppa Pig’ gift from a metal air-blower to surprise his grandson during Chinese New Year.

But much to his disappointment, he then receives a phone call from his son, who tells him they are not coming home for Chinese New Year – before the connection drops again.

As grandpa, sad and lonely, is walking by the side of the road, his son suddenly appears in his car, telling him that the connection dropped too soon; he was not just telling him the family was not coming for Chinese New Year, he was trying to tell him that they invited him to come to their home instead.

When the family is finally reunited, it is time for the proud grandfather to show the result of his difficult quest for Peppa to his grandson.

The grandpa’s mission is complete: he gives his grandson a one-of-a-kind Peppa Pig.

The commercial ends with the entire family enjoying the upcoming Peppa film in the cinema together. When a friend from the village calls the grandfather to let him know he finally found Peppa thanks to his new smartphone, Yu Bao says: “It’s okay, I found Peppa already!”

The last shot of the video shows Yu Bao’s friend, a sheepherder, standing with his new phone, while someone in the back plays the tune of the Peppa cartoon. The big slogan on the wall is partly based on a popular catchphrase from another Chinese ad, and says: “At the start of the New Year, don’t accept gifts; the whole family goes to the city to watch Peppa instead.”

 

What’s Peppa Pig?

 

Peppa Pig is a popular children’s cartoon that first aired as a British animated television series (produced by Astley Baker Davies) in May of 2004. It took more than eleven years before the show was officially launched in the PRC (CCTV/June 2015).

The Peppa Pig family, including George.

Since then, Peppa Pig has become one of the most popular programs for preschoolers in China. But not just preschoolers love the pig; it has also become highly popular among young adults, who wear Peppa t-shirts, Peppa watches, and are major consumers of China’s thriving Peppa industry.

In 2018, Chinese popular short video app Douyin (also known in English as Tik Tok) removed approximately 30,000 short videos relating to British cartoon Peppa Pig from its platform, as Peppa had turned into somewhat of a subversive symbol to a Chinese online youth subculture dubbed ‘shehuiren‘ (社会人) (read more here).

This news item led to some confusion in Western media, where it was often suggested that Peppa was completely banned in China. She is, in fact, not banned; she is now more popular than ever.

 

Peppa the Movie

 

Amid the huge success of Peppa in China, it was announced in the summer of 2018 that Chinese tech giant Alibaba was working together with Entertainment One on the release of a Peppa Pig movie especially for the Chinese market, as this year’s Chinese New Year is the start of the Year of the Pig.

The movie, titled ‘Peppa Pig Celebrates New Year’ (小猪佩奇过大年), is set for a nationwide release on February 5, the first day of the Chinese Lunar New Year. This is the most popular time for big blockbusters to come out, as many people are free during Chinese New Year and have the time to go out to the cinema together with their families.

The movie itself revolves around Peppa and little brother George and their parents, who are having a reunion for the Spring Festival. It features various Chinese traditions, and of course, something unexpected will happen.

 

Why This Peppa Ad Campaign is So Brilliant 

 

The Peppa ad has really struck a chord on Chinese social media for various reasons. The video was directed by Beijing director Zhang Dapeng (张大鹏, 1984), who also directed the actual Peppa movie, and the campaign is also sponsored by China Mobile.

What this ad campaign does:

It mixes the love for Peppa with the warm feeling of Chinese family reunions during Chinese New Year.

It presents a nostalgic idea of the Chinese village community, where neighbors come together and look out for each other.

It touches upon the issue of China’s rapid urbanization, that has caused many villages to become deserted and isolated as younger generations have settled in the cities.

It highlights how China’s digitalization is leaving behind its elderly population (read more here).

It shows the strong grandparent–grandchild relationship; usually, Chinese grandparents play an active role in raising grandchildren, something that has been changing due to younger generations moving to the city.

In other words; the advertisement completely draws the figure of Peppa Pig into a Chinese socio-cultural context, where it symbolizes the strong connection between Chinese families amid China’s rapid urbanization and digitalization.

By now, the Peppa campaign is making its rounds from Weibo to WeChat and elsewhere on the Chinese internet, with some online sellers already offering a remake of the Peppa present for sale as a collector’s item. Bloomberg reports that Chinese stocks connected to Peppa Pig have surged after the clip went viral yesterday and today.

“I give this video 100 points!” some commenters on social media write, with others saying it has made them tear up. “This already is the best ad campaign of the year.”

Peppa was already a famous figure in China, but with this viral hit and the upcoming movie, the British pig really has become a part of China’s popular culture and media environment: it’s the Chinese new year of Peppa Pig.

UPDATE (Jan 19): [Now passed one billion views] Want to understand more about this movie and its context? Check out our video here.

By Manya Koetse and Miranda Barnes

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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