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Chinese Social Media Reactions to Israel-Hamas War: Pro-Palestinian Sentiments and Anti-Semitic Discourse

Chinese perspectives on the Israel-Palestine conflict are influenced by China’s historical context and perceptions of its role in the world today.

Manya Koetse

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The Israel-Hamas war has been dominating discussions on Weibo recently. Amid the different Chinese responses to what’s happening in Israel and Gaza, recurring trends and narratives highlight how social media reactions and their pro-Palestine stance are connected to China’s own historical context and perceived global role, as well as Chinese anti-Jewish prejudices.

After the Hamas attacks began on October 7, the Israel-Hamas war has been a major topic of discussion on Chinese social media.

Over the past two weeks, a series of critical events have unfolded since Palestinian militant group Hamas fired more than 5,000 rockets from the Gaza Strip into Israel and infiltrated Isreal. The attacks killed a large number of Israeli civilians, including the 260 deaths at the Supernova music festival massacre. As deadly fights continued, the Israeli government formally declared war and retaliated against Hamas.

Israel has since dropped some 6,000 bombs on the Gaza Strip, killing hundreds of Palestians. More than a million people have fled their homes in the Gaza Strip.

On October 17 and 18, various media reported that at least 500 people were killed in a devastating blast hitting the Al-Ahli Arab hospital in Gaza City, a day before US President Biden arrived in Israel for a wartime diplomatic trip, marking a public show of support for Israel.

While Palestinian officials blamed Israel for the hospital blast, Israel asserts it was a rocket launched by an Islamist militant group that caused the explosion. This claim was later backed by American officials, who cited intelligence suggesting that the explosion was indeed caused by an armed Palestinian group.

On Chinese social media sites, various discussions related to the Israel-Hamas war and all the latest developments have attracted a lot of attention. From October 7 to October 19, the Weibo hashtag “Palestian-Israeli Conflict” (#巴以冲突#) received over 2 billion views. One hashtag related to the Gaza hospital explosion received over 320 million views in a day (#加沙地带一医院遭袭数百人死亡#).

Amid all of the hashtags, posts, videos, images, and discussions on Chinese social media, we have identified three prominent trends concerning the Israel-Hamas conflict: growing pro-Palestinian sentiments, a surge in anti-Jewish racism, and an increased focus on China’s role on the world stage and how its calls for peaceful resolutions contrast with U.S. policies.

 
1. Pro-Palestine Sentiments
 

There is a clear trend on Weibo, as well as on other Chinese social platforms like Douyin and even Xiaohongshu, that netizens are demonstrating greater support for the Palestinian side than for Israel.

Some posts (here, here) argue that if the recent attacks on civilians by Hamas militants are labeled as “extreme terrorism,” Israel’s actions against Palestinians over the years should be seen as a form of “mild terrorism.”

This view is repeated by many bloggers and regular netizens all over Chinese social media, where numerous videos depict bombings in Gaza, emphasizing heartbreaking scenes of severely injured children and their grieving parents and siblings.

In Weibo’s ‘hot’ section, which features currently popular posts, it’s evident that there’s a stronger emphasis on images and videos portraying the suffering in Palestine compared to those depicting hardships on the Israeli side.

These distressing videos evoke significant sympathy on Chinese social media, where some commenters suggest that the Hamas movement is becoming more prominent because of the suffering Palestians are enduring (“If my child were killed like that, I would immediately turn into a terrorist as well.”) Others argue that Hamas should be seen as guerrilla fighters rather than terrorists.

The pro-Palestinian sentiments go beyond netizens’ views alone, and are strengthened by Chinese media reports and official positions. The Chinese Foreign Ministry’s initial response to the conflict focused on expressing concerns about the escalating tensions and voicing China’s stance that civilians should be protected and that further deterioration should be prevented.

They reiterated that the fundamental solution to the Israeli-Palestinian conflict and the path to peace, according to China, lies in the implementation of the “two-state solution” (两国方案) and the establishment of an independent Palestinian state.

Days later, on October 13, Chinese Foreign Ministry’s Wang Yi stated that the “historical injustice suffered by the Palestinian people” lies at the root of the conflict between Israel and Palestinians, emphasizing the “two-state solution” and the importance of realizing the dream of an independent State of Palestine.

Wang also stated on October 15 that Israel’s bombing campaign had gone “beyond the scope of self-defence” and that it “should stop collective punishment of the people of Gaza.”

One Weibo newsblogger called Creamy Banana (@Creamy蕉, 140k fans) writes:

“What many people do not understand is that when we support Palestine in the Israel-Palestine [conflict], is that we do not support a specific regional political group, that we do not support or oppose a specific racial group, and that we certainly do not support a particular religion. None of that. In this issue, supporting Palestine means supporting justice, supporting the weak, supporting the eggs resisting the high wall, it’s as simple as that.

For instance, during World War II, when Jews were massacred by the Nazis, we sympathized and supported the Jews because they were the weak ones and the victims at that time. Now, Israel is involved in genocide against Palestine, killing civilians, attacking hospitals, and it is the Palestinians who are the weak and the victims. Former victims—the Jews—have now become the perpetrators.

Good people and bad people, justice and evil, they are all relative and ever-changing. This may be the complexity of human nature. There is no absolute goodness, no absolute evil. You can be a victim and a villain hurting others at the same time.”

While the blogger argues that the pro-Palestine sentiment on Chinese social media is unrelated to politics or race, this isn’t exactly accurate. Many Chinese netizens’ support for the Palestinians is closely connected to current geopolitics, America’s pro-Israel stance, existing prejudice towards Jews, and China’s own historical context.

As suggested by Yiyi Chen in “The Basis of China’s Pro-Palestine Stance and the Current Status of Its Implementation” (2013), China leans towards supporting the Arab side because, in the Chinese perspective on the Israel-Palestine conflict, Israel was established by aligning with the Imperial powers of its era. In this context, the Palestians are seen as sufferers of imperialism (p. 216).

This deeply resonates with many Chinese, who, both explicitly and implicitly, associate the current Palestinian issue with China’s historical scars of the “hundred years of national humiliation,” during which China also suffered from imperialism by Western powers and Japan from 1839 to the 1940s.

“The Gaza children shaken and trembling from Israeli bombardments experience scenes similar to what China went through during the War of Resitance against Japan,” one Weibo user wrote: “So don’t say that it has nothing to do with you.”

“We’re helping Palestine, but we’re helping ourselves from 70 years ago,” (“帮的是巴勒斯坦,也是七十几年前的自己”) one commenter (@
姜橙橙_捏唐冽大脸) wrote, receiving over 5500 likes. Others reiterated similar views, writing: “It’s because we endured hardship that we now hold the umbrella for others who are suffering.”

Another reason for the pro-Palestine stance, as detailed by Chen, is rooted in reciprocity. The Chinese tend to support the Palestinians as a way of reciprocating the solidarity shown by Arab countries during the 1960s and 1970s when China was isolated due to Western animosity (p. 216).

Furthermore, and this is particularly evident in the numerous posts and blogs within China’s online media landscape, support for Palestine also stems from opposition to the United States and a lack of trust in Israel due to the close alliance between the U.S. and Israel.

New York Times changing its headline, image posted and reposted on Weibo.

This distrust also extends to American media, which is seen as biased and untrustworthy on Chinese social media platforms. For instance, when the New York Times modified its headlines about the Gaza hospital blast to reflect new information indicating that Israel might not be responsible, many Chinese netizens viewed it as another instance of American media deliberately distorting facts and concealing the truth.

“They did it because of political correctness,” some suggested: “They were afraid to trigger the anger of the Jewish people.”

 
2. Anti-Semitic Sentiments
 

Apart from the general pro-Palestinian views on Weibo, there are also voices on Chinese social media denouncing Hamas and the people who support them. For instance, when a video captured students from New York University (NYU) tearing down posters depicting Israeli children held hostage by Hamas, many commenters condemned their actions and questioned why they didn’t go to Gaza themselves. Others comment general phrases such as, “The Hamas evil must be eradicated” (“消灭哈马斯恶魔”).

But despite some condemnation of Hamas, it is hard to find many strong pro-Israel voices on Weibo these days.1 Notably, the Israeli Embassy in Beijing, which is one of the most popular foreign embassy Weibo accounts with 2.4 million followers, is currently not only shadowbanned on the platform (it does not immediately show up in search results), it has also disabled comments on many of its posts or is showing only a limited number of replies.

The posts that do allow comments do not only show strong anti-Israeli sentiments, denouncing Israel as a state engaged in acts of terror and genocide in Gaza, but they also display instances of anti-Semitic racism.

For instance, when the Israeli Embassy posted about the Kutz family, murdered by Hamas terrorists in their home, some netizens commented: “Auschwitz misses you.”

References to the Holocaust, Hitler, Goebbels, and related topics are also evident in many other posts on Weibo. Some bloggers (@扫天下媒体, over 70,000 fans) write things such as “(..) the Germans have since long seen through the true nature and character of the Jewish people.”

Alongside openly anti-Semitic comments, there are anti-Semitic conspiracy theories circulating on Chinese social media. Some of these theories mention Hollywood actors or American political figures of Jewish descent, hinting that Jews control different parts of America’s political, entertainment, and business sectors.

The ubiquity of anti-Semitic comments in China’s online media sphere may be surprising, especially considering how bilateral relations between China and Israel have blossomed since the 2000s.

Not only did a 2019 Pew Research Center study discover that the Israeli public held a “very favorable” opinion of China, but a 2016 China Radio International feature also sought the views of Chinese people on Jews and Israelis. The responses were generally positive, with many respondents describing Jews and Israelis as “very smart” (Yellinek 2022, 185-192).

There are also those who generally express pity for Jews, considering them “stateless” or “oppressed,” and empathizing with their historical struggles. This is one of the reasons why the Holocaust, and Holocaust studies, have received relatively more attention in China than in other Asian countries (Haime 2020; Timmermans 2016).

In 2010, the animated film A Jewish Girl in Shanghai (犹太女孩在上海) was proudly described as “China’s first homegrown Jewish film” – it was part of a renewed remembrance of shared Jewish-Chinese history (read more). The Shanghai Jewish Refugees Museum was opened in 2007 to commemorate the Jewish refugees who lived in Shanghai during World War II, and the first musical themed around the Jews in Shanghai saw the light at the Shanghai International Arts Festival in 2015, the same year when a renewed Chinese translation of The Diary of Anne Frank was published.

Still from Jewish Girl in Shanghai, China’s first domestic Jewish film.

However, the perception of ‘Jews’ or ‘Jewishness’ in China is multifaceted and often conflicting, as shown by various studies. According to Zhou Xun (2016), Chinese attitudes towards Jews and Jewishness are often a mixture of curiosity and envy, yet Jews are primarily seen as a racialized ‘Other’ who differ significantly from social groups in China. Xun suggests that anti-Semitic language in China is frequently borrowed from Western sources, but that the racialized discourse itself is inherently rooted in Chinese society.

The many popular books that exist about Jews in China, ranging from What’s Behind Jewish Success to 16 Reasons for Jews Getting Wealthy, demonstrate that the authors’ perceptions of Jewishness are often riddled with misunderstandings and stereotypes. These books frequently highlight the perceived success of Jews in business and education to promote values highly cherished by the Chinese (Ross 2016, 25-30).

While many prevailing opinions and stereotypes about Jews in China today revolve around their perceived success, intelligence, and warmheartedness, there are also those who portray them as devious, dominating, and cruel.

The recent surge of anti-Semitism on Chinese social media underscores that ‘Othering’ and stereotyping of Jewish people can focus on their perceived admirable traits in times of flourishing Israel-China relations, but that this praise, exaggerated and rooted in prejudice, can just as swiftly turn into hatred in times of Israel-Palestine conflict escalation.

 
3. Sending Help: China as Responsible World Leader
 

Another key trend within Chinese online discussions about the Israel-Hamas conflict is the focus on China’s role as a geopolitical influencer: many see China as a promoter of global peace that is “mending the world.”

Within this context, the topic of China providing humanitarian assistance to Palestinians gained traction on Weibo recently (#中国政府向巴勒斯坦提供紧急人道主义援助#, #中方向巴方提供紧急人道主义援助#), referring to China’s efforts to provide emergency humanitarian assistance to the United Nations Relief and Works Agency for Palestine Refugees in the Near East (UNRWA).

“We bring emergency relief, others bring bullets,” some commenters wrote.

This ubiquitous narrative of China as a responsible, fair, and peaceful global power, supported by Chinese state media reports, underscores a distinction between American and Chinese influence on the world stage. It implies that the U.S. frequently interferes and provokes conflicts, while China discreetly offers aid and works to reduce tensions.

In this context, reports of Chinese Foreign Minister Wang Yi telling his U.S. counterpart, Anthony Blinken, that the United States should genuinely play a constructive role in the Israel-Hamas war and push for a political solution sparked hundreds of online comments praising China for being a responsible and peaceful leader (#中方呼吁召开巴以冲突国际和会#) .

On October 18, the United States vetoed a UN resolution calling for a humanitarian pause in the Israel-Hamas war, citing Israel’s right to self-defence. China was one of the countries voting in favor of the ‘humanitarian pauses’ resolution.

In response to the American decision to vote against the resolution, China’s permanent representative to the United Nations, Zhang Jun, said: “We cannot help but doubt that some countries do not genuinely wish to resolve the issue” (#联合国巴以问题决议草案遭美一票否决#).

Among the comments are statements like: “This clearly indicates a lack of desire for peace.” “They’re the tumor of the world.” “The U.S. is lacking moral values.”

China as the rabbit in the Chinese webcomic series Year Hare Affair (那年那兔那些事儿).

One popular Weibo reply suggested that “the rabbit is quietly patching up [mending] the world” (“兔子总在默默为世界缝缝补补”). In this context, the ‘rabbit’ is ‘China’, referring the Chinese webcomic Year Hare Affair (那年那兔那些事儿) in which different animals represented different countries.

These phrases about China “mending the world” have been posted numerous times on Chinese social media (also: “世界破破烂烂,兔子缝缝补补”). Some of these posts also include a political cartoon showing Western media solely focusing on a crying baby in Israel while turning their backs to the bodies in Gaza.

Posted on Weibo (@粤港澳小小胖).

Meanwhile, there are also many commenters who simply express their hopes for a swift end to the war. “I hope for peace between Palestine and Israel. War is merciless.”

Some netizens also just share their appreciation for living in China. “We are not living in peaceful times, but at least we’re living in peaceful China.”

By Manya Koetse

1 Given the scope of this article and its time sensitivity, this comment exclusively focuses on online discussions on Weibo on October 16-19, and it does not reflect the period prior to the current Israel-Hamas conflict

References

Chen, Yiyi. 2013. “The Basis of China’s Pro-Palestine Stance and the Current Status of Its Implementation.” Digest of Middle East Studies 22 (2): 215-228.

Haime, Jordyn. 2020. “Chinese Philo-Semitism: Why China Admires the Jewish People.” Student Research Projects. 26. https://scholars.unh.edu/student_research/26

Ross, James R. 2016. “Images of Jews in Contemporary Books, Blogs, and Films”. The Image of Jews in Contemporary China, edited by James R. Ross and Song Lihong, Boston, USA: Academic Studies Press, pp. 24-36.

Timmermans, Glenn. 2016. “Holocaust Studies and Holocaust Education in China”. The Image of Jews in Contemporary China, edited by James R. Ross and Song Lihong, Boston, USA: Academic Studies Press, pp. 185-205.

Xun, Zhou. “Perceiving Jews in Modern China”. The Image of Jews in Contemporary China, edited by James R. Ross and Song Lihong, Boston, USA: Academic Studies Press, pp. 5-23.

Yellinek, Roie. 2022. “China’s Media Strategy Towards Israel.” Israel Affairs 28: 184-198.

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©2023 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.

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China Insight

The Tragic Story of “Fat Cat”: How a Chinese Gamer’s Suicide Went Viral

The story of ‘Fat Cat’ has become a hot topic in China, sparking widespread sympathy and discussions online.

Manya Koetse

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The tragic story behind the recent suicide of a 21-year-old Chinese gamer nicknamed ‘Fat Cat’ has become a major topic of discussion on Chinese social media, touching upon broader societal issues from unfair gender dynamics to businesses taking advantage of grieving internet users.

The story of a 21-year-old Chinese gamer from Hunan who committed suicide has gone completely viral on Weibo and beyond this week, generating many discussions.

In late April of this year, the young man nicknamed ‘Fat Cat’ (胖猫 Pàng Māo, literally fat or chubby cat), tragically ended his life by jumping into the river near the Chongqing Yangtze River Bridge (重庆长江大桥) following a breakup with his girlfriend. By now, the incident has come to be known as the “Fat Cat Jumping Into the River Incident” (胖猫跳江事件).

News of his suicide soon made its rounds on the internet, and some bloggers started looking into what was behind the story. The man’s sister also spoke out through online channels, and numerous chat records between the young man and his girlfriend emerged online.

One aspect of his story that gained traction in early May is the revelation that the man had invested all his resources into the relationship. Allegedly, he made significant financial sacrifices, giving his girlfriend over 510,000 RMB (approximately 71,000 USD) throughout their relationship, in a time frame of two years.

When his girlfriend ended the relationship, despite all of his efforts, he was devastated and took his own life.

The story was picked up by various Chinese media outlets, and prominent social and political commentator Hu Xijin also wrote a post about Fat Cat, stating the sad story had made him tear up.

As the news spread, it sparked a multitude of hashtags on Weibo, with thousands of netizens pouring out their thoughts and emotions in response to the story.

 
Playing Games for Love
 

The main part of this story that is triggering online discussions is how ‘Fat Cat,’ a young man who possessed virtually nothing, managed to provide his girlfriend, who was six years older, with such a significant amount of money – and why he was willing to sacrifice so much in order to do so.

The young man reportedly was able to make money by playing video games, specifically by being a so-called ‘booster’ by playing with others and helping them get to a higher level in multiplayer online battle games.

According to his sister, he started working as a ‘professional’ video gamer as a means of generating money to satisfy his girlfriend, who allegedly always demanded more.

He registered a total of 36 accounts to receive orders to play online games, making 20 yuan per game (about $2.80). Because this consumed all of his time, he barely went out anymore and his social life was dead.

In order to save more money, he tried to keep his own expenses as low as possible, and would only get takeout food for himself for no more than 10 yuan ($1,4). His online avatar was an image of a cat saying “I don’t want to eat vegetables, I want to eat McDonald’s.”

The woman in question who he made so many sacrifices for is named Tan Zhu (谭竹), and she soon became the topic of public scrutiny. In one screenshot of a chat conversation between Tan and her boyfriend that leaked online, she claimed she needed money for various things. The two had agreed to get married later in this year.

Despite of this, she still broke up with him, driving him to jump off the bridge after transferring his remaining 66,000 RMB (9135 USD) to Tan Zhu.

As the story fermented online, Tan Zhu also shared her side of the story. She claimed that she had met ‘Fat Cat’ over two years ago through online gaming and had started a long distance relationship with him. They had actually only met up twice before he moved to Chongqing. She emphasized that financial gain was never a motivating factor in their relationship.

Tan additionally asserted that she had previously repaid 130,000 RMB (18,000 USD) to him and that they had reached a settlement agreement shortly before his tragic death.

 
Ordering Take-Out to Mourn Fat Cat
 

– “I hope you rest in peace.”
– “Little fat cat, I hope you’ll be less foolish in your next life.”
– “In your next life, love yourself first.”

These are just a few of the messages left by netizens on notes attached to takeout food deliveries near the Chongqing Yangtze River Bridge.

As Fat Cat’s story stirred up significant online discussion, with many expressing sympathy for the young man who rarely indulged in spending on food and drinks, some internet users took the step of ordering McDonalds and other food delivery services to the bridge, where he tragically jumped from, in his honor.

This soon snowballed into more people ordering food and drinks to the bridge, resulting in a constant flow of delivery staff and a pile-up of take-out bags.

Delivery food on the bridge, photo via Weibo.

However, as the food delivery efforts picked up pace, it came to light that some of the deliveries ordered and paid for were either empty or contained something different; certain restaurants, aware of the collective effort to honor the young man, deliberately left the food boxes empty or substituted sodas or tea with tap water.

At least five restaurants were caught not delivering the actual orders. Chinese bubble tea shop ChaPanda was exposed for substituting water for milk tea in their cups. On May 3rd, ChaPanda responded that they had fired the responsible employee.

Another store, the Zhu Xiaoxiao Luosifen (朱小小螺蛳粉), responded on that they had temporarily closed the shop in question to deal with the issue. Chinese fast food chain NewYobo (牛约堡) also acknowledged that at least twenty orders they received were incomplete.

Fast food company Wallace (华莱士) responded to the controversy by stating they had dismissed the employees involved. Mixue Ice Cream & Tea (蜜雪冰城) issued an apology and temporarily closed one of their stores implicated in delivering empty orders.

In the midst of all the controversy, Fat Cat’s sister asked internet users to refrain from ordering take-out food as a means of mourning and honoring her brother.

Nevertheless, take-out food and flowers continued to accumulate near the bridge, prompting local authorities to think of ways of how to deal with this unique method of honoring the deceased gamer.

 
Gamer Boy Meets Girl
 

On Chinese social media, this story has also become a topic of debate in the context of gender dynamics and social inequality.

There are some male bloggers who are angry with Tan Zhu, suggesting her behaviour is an example of everything that’s supposedly “wrong” with Chinese women in this day and age.

Others place blame on Fat Cat for believing that he could buy love and maintain a relationship through financial means. This irked some feminist bloggers, who see it as a chauvinistic attitude towards women.

A main, recurring idea in these discussions is that young Chinese men such as Fat Cat, who are at the low end of the social ladder, are actually particularly vulnerable in a fiercely competitive society. Here, a gender imbalance and surplus of unmarried men make it easier for women to potentially exploit those desperate for companionship.

The story of Fat Cat brings back memories of ‘Mo Cha Official,’ a not-so-famous blogger who gained posthumous fame in 2021 when details of his unhappy life surfaced online.

Likewise, the tragic tale of WePhone founder Su Xiangmao (苏享茂) resurfaces. In 2017, the 37-year-old IT entrepreneur from Beijing took his own life, leaving behind a note alleging blackmail by his 29-year-old ex-wife, who demanded 10 million RMB (±1.5 million USD) (read story).

Another aspect of this viral story that is mentioned by netizens is how it gained so much attention during the Chinese May holidays, coinciding with the tragic news of the southern China highway collapse in Guangdong. That major incident resulted in the deaths of at least 48 people, and triggered questions over road safety and flawed construction designs. Some speculate that the prominence given to the Fat Cat story on trending topic lists may have been a deliberate attempt to divert attention away from this incident.

‘Fat Cat’ was cremated. His family stated their intention to take necessary legal steps to recover the money from his former girlfriend, but Tan Zhu reportedly already reached an agreement with the father and settled the case. Nevertheless, the case continues to generate discussions online, with some people wondering: “Is it over yet? Can we talk about something different now?”

Fat Cat images projected in Times Square

However, given that images of the ‘Fat Cat’ avatar have even appeared in Times Square in New York by now (Chinese internet users projected it on one of the big LED screens), it’s likely that this story will be remembered and talked about for some time to come.

By Manya Koetse

– With contributions by Miranda Barnes and Ruixin Zhang

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China Brands, Marketing & Consumers

A Brew of Controversy: Lu Xun and LELECHA’s ‘Smoky’ Oolong Tea

Chinese tea brand LELECHA faced backlash for using the iconic literary figure Lu Xun to promote their “Smoky Oolong” milk tea, sparking controversy over the exploitation of his legacy.

Manya Koetse

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It seemed like such a good idea. For this year’s World Book Day, Chinese tea brand LELECHA (乐乐茶) put a spotlight on Lu Xun (鲁迅, 1881-1936), one of the most celebrated Chinese authors the 20th century and turned him into the the ‘brand ambassador’ of their special new “Smoky Oolong” (烟腔乌龙) milk tea.

LELECHA is a Chinese chain specializing in new-style tea beverages, including bubble tea and fruit tea. It debuted in Shanghai in 2016, and since then, it has expanded rapidly, opening dozens of new stores not only in Shanghai but also in other major cities across China.

Starting on April 23, not only did the LELECHA ‘Smoky Oolong” paper cups feature Lu Xun’s portrait, but also other promotional materials by LELECHA, such as menus and paper bags, accompanied by the slogan: “Old Smoky Oolong, New Youth” (“老烟腔,新青年”). The marketing campaign was a joint collaboration between LELECHA and publishing house Yilin Press.

Lu Xun featured on LELECHA products, image via Netease.

The slogan “Old Smoky Oolong, New Youth” is a play on the Chinese magazine ‘New Youth’ or ‘La Jeunesse’ (新青年), the influential literary magazine in which Lu’s famous short story, “Diary of a Madman,” was published in 1918.

The design of the tea featuring Lu Xun’s image, its colors, and painting style also pay homage to the era in which Lu Xun rose to prominence.

Lu Xun (pen name of Zhou Shuren) was a leading figure within China’s May Fourth Movement. The May Fourth Movement (1915-24) is also referred to as the Chinese Enlightenment or the Chinese Renaissance. It was the cultural revolution brought about by the political demonstrations on the fourth of May 1919 when citizens and students in Beijing paraded the streets to protest decisions made at the post-World War I Versailles Conference and called for the destruction of traditional culture[1].

In this historical context, Lu Xun emerged as a significant cultural figure, renowned for his critical and enlightened perspectives on Chinese society.

To this day, Lu Xun remains a highly respected figure. In the post-Mao era, some critics felt that Lu Xun was actually revered a bit too much, and called for efforts to ‘demystify’ him. In 1979, for example, writer Mao Dun called for a halt to the movement to turn Lu Xun into “a god-like figure”[2].

Perhaps LELECHA’s marketing team figured they could not go wrong by creating a milk tea product around China’s beloved Lu Xun. But for various reasons, the marketing campaign backfired, landing LELECHA in hot water. The topic went trending on Chinese social media, where many criticized the tea company.

 
Commodification of ‘Marxist’ Lu Xun
 

The first issue with LELECHA’s Lu Xun campaign is a legal one. It seems the tea chain used Lu Xun’s portrait without permission. Zhou Lingfei, Lu Xun’s great-grandson and president of the Lu Xun Cultural Foundation, quickly demanded an end to the unauthorized use of Lu Xun’s image on tea cups and other merchandise. He even hired a law firm to take legal action against the campaign.

Others noted that the image of Lu Xun that was used by LELECHA resembled a famous painting of Lu Xun by Yang Zhiguang (杨之光), potentially also infringing on Yang’s copyright.

But there are more reasons why people online are upset about the Lu Xun x LELECHA marketing campaign. One is how the use of the word “smoky” is seen as disrespectful towards Lu Xun. Lu Xun was known for his heavy smoking, which ultimately contributed to his early death.

It’s also ironic that Lu Xun, widely seen as a Marxist, is being used as a ‘brand ambassador’ for a commercial tea brand. This exploits Lu Xun’s image for profit, turning his legacy into a commodity with the ‘smoky oolong’ tea and related merchandise.

“Such blatant commercialization of Lu Xun, is there no bottom limit anymore?”, one Weibo user wrote. Another person commented: “If Lu Xun were still alive and knew he had become a tool for capitalists to make money, he’d probably scold you in an article. ”

On April 29, LELECHA finally issued an apology to Lu Xun’s relatives and the Lu Xun Cultural Foundation for neglecting the legal aspects of their marketing campaign. They claimed it was meant to promote reading among China’s youth. All Lu Xun materials have now been removed from LELECHA’s stores.

Statement by LELECHA.

On Chinese social media, where the hot tea became a hot potato, opinions on the issue are divided. While many netizens think it is unacceptable to infringe on Lu Xun’s portrait rights like that, there are others who appreciate the merchandise.

The LELECHA controversy is similar to another issue that went trending in late 2023, when the well-known Chinese tea chain HeyTea (喜茶) collaborated with the Jingdezhen Ceramics Museum to release a special ‘Buddha’s Happiness’ (佛喜) latte tea series adorned with Buddha images on the cups, along with other merchandise such as stickers and magnets. The series featured three customized “Buddha’s Happiness” cups modeled on the “Speechless Bodhisattva” (无语菩萨), which soon became popular among netizens.

The HeyTea Buddha latte series, including merchandise, was pulled from shelves just three days after its launch.

However, the ‘Buddha’s Happiness’ success came to an abrupt halt when the Ethnic and Religious Affairs Bureau of Shenzhen intervened, citing regulations that prohibit commercial promotion of religion. HeyTea wasted no time challenging the objections made by the Bureau and promptly removed the tea series and all related merchandise from its stores, just three days after its initial launch.

Following the Happy Buddha and Lu Xun milk tea controversies, Chinese tea brands are bound to be more careful in the future when it comes to their collaborative marketing campaigns and whether or not they’re crossing any boundaries.

Some people couldn’t care less if they don’t launch another campaign at all. One Weibo user wrote: “Every day there’s a new collaboration here, another one there, but I’d just prefer a simple cup of tea.”

By Manya Koetse

[1]Schoppa, Keith. 2000. The Columbia Guide to Modern Chinese History. New York: Columbia UP, 159.

[2]Zhong, Xueping. 2010. “Who Is Afraid Of Lu Xun? The Politics Of ‘Debates About Lu Xun’ (鲁迅论争lu Xun Lun Zheng) And The Question Of His Legacy In Post-Revolution China.” In Culture and Social Transformations in Reform Era China, 257–284, 262.

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