China Insight
Critical Essay: “The Hype Surrounding Zibo BBQ is a Sign of Social Wasteland”
The essay suggests that the recent popularity of Zibo BBQ is a symptom of a society that’s all about consumerism and empty social spectacle.
Published
3 years agoon
Fast, fun, BBQ travel is a major topic on Chinese social media these days. One WeChat essay recently attracted attention for arguing that the hype surrounding Zibo barbecue is a symptom of a “sick society” in which people are disconnected from meaningful topics. While serious social issues are muted and superficial marketing tricks are blasted all over the internet, China’s “hypocritical youth” actively participate in the societal emptiness they say they reject.
Everyone is talking about Zibo. The old industrial city in Shandong suddenly became the hottest city in China earlier this year when big groups of young people hopped on trains to seize the post-Covid travel opportunity and enjoy a BBQ-filled weekend.
As described in our previous article on Zibo, the town achieved hit status through a combination of factors: its appealing local barbecue culture, the city’s hospitality to students in difficult zero Covid times, the 2023 spring travel craze, smart city marketing, and the social media trends surrounding Zibo which further fueled the hype.

The Zibo BBQ craze. Image via 163.com.
Ever since April and throughout this Labor Day holiday, Zibo managed to crawl into Chinese social media’s top trending lists on a daily basis. And now Zibo has also become part of a bigger travel trend by Chinese younger generations that is all about fast, frugal fun (read here).
But despite all the videos showing BBQ parties, travel excitement, and smiling visitors, the Zibo hype is not all about roses, and there are also voices criticizing the craze.
One of these voices is that of the author of a recent article titled “The Hype Surrounding Zibo BBQ is a Sign of Social Wasteland” (“淄博烧烤走红是社会荒芜的表现”), which was posted by Chinese Professor of Journalism and Communication Liu Yadong (刘亚东).
Liu Yadong is a senior journalist and former editor-in-chief of Science and Technology Daily (科技日报). He is now a professor at Nankai University and the Dean of School of Journalism and Communication.
Although the article is attributed to Liu in most Weibo discussions, the article originally appeared on the WeChat account Jiuwenpinglun (旧闻评论), authored by ‘Picture-Taking Master Song’ (照相的宋师傅), pen name of prominent Chinese journalist Song Zhibiao (宋志标).
The article includes some hot takes on China’s recently hyped Zibo travel culture, which is strongly connected to social media governance and city marketing initiatives. The aurthor argues that the Zibo craze is a symbol of “societal illness” that uses temporary hypes, facilitated by social media, to cover up existing problems and, most of all, is a sign of a society that is devoid of true value.
It also criticizes those netizens/young people that jump in on the hype. Despite claiming to go against various top-down policies, they willingly and collectively are driving the hypes that are supposedly also part of dynamics that are strategically used by those in power to maintain influence.
Here, we provide a full translation of the short essay, translated by What’s on Weibo. Some parts are loosely translated or slightly edited for clarity, the Chinese original is included for your reference.
“The Hype Surrounding Zibo BBQ is a Sign of Social Wasteland” [TRANSLATION]
“Zibo barbecue has gone viral overnight, and with giant steps, we’re seeing a preposterous scene unfold: crowds of people are flocking to Zibo, long lines are forming in front of the BBQ stalls, the municipal government is making emergency preparations in various ways to facilitate “two-way travel” for young people coming to the city. This immersive scene is unfolding at the barbecue grills, while we are seeing Zibo’s ‘northeasternisation’ (东北化)* and the accelerated desolation of society. *[‘Dongbei-ization’ or ‘northeasterisation’ is a term used to refer to the phenomenon where people are leaving the northeastern provinces of China and moving to other provinces or regions which are then ‘northeasternized.’]
This desolation of society does not refer to a lack of people or empty streets. On the contrary, the contemporary social wasteland is crowded, grimy, and lively. The youth, in particular, are unconsciously marching in the same direction, and with fervor, they are chewing on Zibo BBQ ‘soul food’ as if they were devouring their own souls. In this existence, we are witnessing the demise of certain parts of themselves and our own.
Many people really want to explore the reasons why Zibo became such a hype, and they can list various factors, but they all stay at the instrumental level and do not go beyond it. This kind of result of up-and-down marketing of [China’s] cultural tourism industry is not so much because of collusion between local officials and traffic-generating mechanisms, as it is a random and hollow expression of society’s desolation. Society is sick, and the hyping of things like barbecue is just a symptom of that.”
淄博烧烤一夜走红,正在大踏步铺陈一副荒诞景象:成群结队的外地人蜂拥前往,烧烤摊前排满长队,市政府正在从各个方面应急建设,以奠基淄博与年轻人的“双向奔赴”。这是发生在烧烤架边上的沉浸式场景,淄博东北化,而社会加速荒芜化。
这里的社会荒芜并不是指人流量稀少,或街面荒凉,相反,现在的社会荒芜群集、油腻且热闹,尤其是年轻的躯壳无意识地追求整齐划一的动作,以饱满的热情,像吞噬自己灵魂一样咀嚼淄博烧烤的“灵魂三件套”。这样的存在,见证了自己和他人某些部分的死亡。
有人很想探究淄博烧烤走红的成因,罗列各种因素,但都停留在工具的层面,而没有往前更推进一步。这种文旅行业乍起乍落的营销成果,与其说是主政者与流量制造机制的合谋,莫若说是社会荒芜化随机的、空洞的表现。社会病了,烧烤等走红是它的症状。”
“It’s especially the young people that are unconsciously moving in the same direction and, full of enthusiasm, they are chewing on Zibo BBQ ‘soul food’ as if they were devouring their own souls.”
“Pulling stunts like turning barbecue into an online sensation and tourism bureau directors dressing up etc., help places to be covered by a huge filter, and it enables local authorities’ supervisory departments to shift their cultural and creative thinking to the short video era. One of the characteristics of the short video era is the shrewd operation that appears to conform to the lifestyle of the lower classes, grabbing their attention and using large-scale deception to cover up the rapid social barrenness of everyday life.
In this everyday life, a large number of more valuable topics are first decoupled from power, and then detached from the people closely related to them. In this process, these meaningful topics receive blows from two directions: firstly they are restrained and smeared by authorities, and then they are ridiculed and abandoned by the public. The erosion of our basis of values is similar to the process of desertification, and it is achieved through manipulation and conformation.
It seems that we can’t regard the people in this social wasteland purely as tools. They happily laugh in front of the barbecue stalls, they skillfully jumble up words and use special characters on social media to be influenced and influence others. For a moment, they forget about the ubiquitous risk of unemployment, and without a sense of history or awareness of problems, they fantasize about the next paradise.
The satirical thing is that while the young generation prides itself in ‘lying flat’ and in rejecting the policy lines [that encourage them] to have more kids, struggle, buy houses, etc, they vigorously participate in a movement to create a landscape of social desolation. The social wasteland provides them with a life kit where one thing after the next comes dashing up and then speeds away. This makes the wastage of the hypocritical youth especially evident, and because they are overly exploited, they are particularly ill.”
“烧烤网红、文旅局长便装等把戏,让一个地方罩上巨大的滤镜,帮助当局的主管部门从文创思维过渡到视频时代。短视频时代的特征之一,就是以名义上附和底层生活方式的精明操作,收割底层的注意力,以规模化的欺骗掩盖社会急速荒芜的日常。
在这种社会日常中,大量更有价值的议题先是与权力脱钩,再与和议题密切相关的人群脱钩。脱钩过程,价值议题遭到了两个方向的捶打:先是被权力遏制与污化,然后再受到民众的嘲笑与抛弃。价值基础的流失近似荒漠化进程,在操作与附和中达致。
似乎还不能将荒芜社会中人视作完全的工具人,他们在烧烤摊前发出快乐的笑声,他们娴熟地使用掺杂字母、异形字的话术在社交媒体上接承接灌输并灌输别人。一时间,他们忘了四面楚歌的失业风险,没有历史感与问题意识,却在畅想下一个乐园。
讽刺的是,年轻世代一边以躺平自诩,排斥多生、奋斗、买房等政策口径,另一边却精力旺盛地参与社会荒芜化的造景运动。社会荒芜提供了一个个飞奔而来又疾驰而去的生活套件,这让虚伪的年轻人损耗尤其明显,也因为被过度地利用,他们病得特别厉害。
“The people in this social wasteland aren’t just tools as they happily laugh in front of the barbecue stalls. For a moment, they forget about the risk of unemployment, and without a sense of history or awareness of problems, they fantasize about the next paradise.”
“The short video and click-through economy originated on the internet, and with the aid of the social wasteland, they have given birth to plastic flower-like gardens. The official attitude is very straightforward. On the one hand, they tame the flow of serious topics, directing and filtering their moral assessment; and on the other hand, they utilize it [the short video & click-through economy] to their advantage, harnessing the power of traffic to soften underlying anxieties.
Recently, cultural tourism chiefs in all parts of the country, according to the symbols of their local culture, competed with each other in [online] costume shows put together due to safe traffic flows.* These costume shows, realized for the sake of clicks, ended up straight in the social corner of topics such as the Zibo BBQ stalls – because there are no social topics to compete with, – and similarly resonated with spirit-lacking audiences. *[for more information on this trend, see our article about the cultural tourism chief video hype here.]
The “Zibo BBQ hype” and the trend of “cultural tourism chiefs costume” may appear as noteworthy accomplishments for cultural tourism bureaus, but the growth of such “light industry” is insufficient in addressing real issues, let alone the ongoing financial crisis affecting different regions. It is ineffectual in resolving the predicaments of economic development. While it is hailed in a desolate society, it may only serve as a temporary distraction, numbing the senses and blinding people from reality.
In the process of society becoming more desolate, the concept of “yān huǒ qì” (烟火气)* is almost destined to be emphasized, and it carries a feeling of nationalism and forlorn. Its visual effect is quite impressive, providing the illusion for both young and old in a desolate society, while dulling the strict street order enforced by the city police, giving people a feeling of intoxication. With the twinkling of the neon lights and the smoke filling up the air, the world can be anything.
*[Yān huǒ qì is a 2022 buzzword, initially means the smoke and fire produced from cooking food, but after ‘zero Covid,’ the phrase has come to be used to capture how restaurants and the hospitality sector across China seeing vitality again.]
Not long ago, ‘yān huǒ qì’ was a rhetoric to decorate the facade of the controlled economy, but now its existence has become like a common understanding between the government and the people. This rhetorical resonance, recited from above and echoed from below, has unexpectedly masked the perspective the term ‘yān huǒ qì’ represents, [namely that of] those in power overseeing it.”
“短视频及流量经济是局域网的原创,它们借助社会荒芜衍生出塑料花一样的花园。官方的取态非常干脆,它一方面驯化严肃议题的流量呈现,引导阻击它的道德评价;另一方面,它又滥用“为我所用”的原则攫取流量利益,以柔化深层次的焦虑。
前段时间,各地文旅局长按照当地的标志性文化,竞相登上由到安全流量组装而成的变装秀场。这些冲着流量变现而去的变装秀,因为没有与之竞的争社会议题,它们长驱直入到类似“淄博烧烤摊”的社会角落,与精神贫乏的受众同频共振。
“淄博烧烤走红”,“文旅局长变装”也许可作为文旅局的业绩,但这种“轻工业”的繁荣无法求解真问题,丝毫不减席卷各地的财政危机,更无助于解决经济发展的困境。当然,它们在荒芜社会空间搞出几声官民合唱,兴许可以暂时麻醉神经,遮断望眼。
在社会荒芜化的进程中,“烟火气”这个词得以强调几乎是命中注定,带着某种民族性与悲凉感。它的视觉效果相当可观,为荒芜社会提供了老少皆宜的幻觉,同时钝化了城管严控的街头秩序,令人们获得醉酒般的感受,假如霓虹闪烁,缭绕烟雾,亦可人间万象。
在不久之前,“烟火气”还是装点管控经济门面的修辞,现如今成为官民共识一样的存在。这种上有念叨、下有回声的修辞共鸣,出人意料地掩盖了“烟火气”这个词所象征的权力俯瞰视角,社会的荒芜化不仅蚕食价值议题,也以不知畏惧的憨态吞噬阶级差异。
“Have you considered that the desolation of society does not necessarily make it safer? In fact, it may just be another extreme form of a risky society. It is only ignored because the script of click-through traffic plays around the clock.”
“Similar to the intensity of a desert storm, the attention span of a desolate society is also brief, and the pace of the attention economy is fast. In a desolate society, the density of life for its members is low, and they can bear with or ignore their quality of life, but they cannot endure a short-lived infatuation. As the Zibo barbecue hype gained momentum, the countdown to the conclusion of the Ding Zhen craze* had already commenced. *[read about the hype surrounding Ding Zhen here.]
Some people believe that eliminating social diversity will also eliminate certain unpopular hidden dangers. However, have you considered that the desolation of society does not necessarily make it safer? In fact, it may just be another extreme form of a risky society that is ignored because the script of click-through traffic keeps playing around the clock. While you can control the click-through traffic, the logic of a decaying society remains uncontrollable.
Ultimately, the Zibo barbecue hype is very boring. It offers little solace to the government’s concerns about development or the public’s pressures for survival, unless we define a drunken and reckless lifestyle as positive. While we cannot fully blame the click-through economy for the desolation of society, it does contribute to numbing society’s awareness of how it operates, and the warning signs of a hollow society are all around us”.
“就像沙漠上的风暴特别强,荒芜社会的注意力也相当有限,注意力经济快速来也会快速去,毕竟荒芜意味着社会成员的生活密度低,他们可以容忍或漠视生活质量,但无法容忍略微时长的钟情。就在淄博烧烤走红的同时,始乱终弃的丁真式命结局就开始倒计时。
有人以为,消除了社会的多元化,就可以消除某些不受待见的隐患。何曾想,社会的荒芜化并不与安全社会划等号,它是风险社会的极端形式之一,只因日夜不停上演的流量剧本被忽视了。流量或许可以驯服,但社会荒芜化却沿着它的逻辑如脱缰之马。
说到底,淄博烧烤走红是非常无聊的事,它既不能真正安慰官方的发展焦虑,也无法减轻大众的生存压力,除非醉生梦死也被定义为积极的生活方式。当然,流量无法为社会的荒芜化负上全部责任,但它在合谋中钝化社会敏感度也是事实,荒芜将警讯紧紧包裹。”
Online Responses
The short essay is a critique of China’s youth, the online media sphere, and the click culture that goes from one hype to the next. But it is also a serious critique of Chinese authorities and the dynamics in place to mute serious social issues while blasting superficial trends.
The author suggests that everything is becoming less diverse (places like Zibo are ‘northeasternized’) and that society is actually so empty that people are constantly trying to fill the holes of their attention with the next meaningless buzz. Besides Zibo BBQ (link), he also mentions the Cultural Tourism chief cosplay trend (link), and the sudden rise to fame of Ding Zhen (link).
With Zibo and other domestic travel destinations being such a hot topic on Chinese social media recently, Liu’s critical essay – published on WeChat account Jiuwen Pinglun 旧闻评论 on April 17 – has inevitably become a topic of discussion.
By now, the essay has been deleted from Weixin, but online screenshots are still circulating online and have triggered new discussions this Labor Day holiday week (this link and this ifeng link are also still active). Various Weibo threads on the essay received hundreds of likes and comments over the past two days.
Some bloggers on Weibo value Liu’s perspective. As one blogger (@校长梁山) writes: “This is a thoughtful and high-quality article that you rarely come across (..) I have no intention of criticizing the government, but in terms of social management, the views in this article are worth thinking about.”
“Actually, he is right,” another commenter writes: “What he’s expressing is that the current economic downfall cannot be solved by the next barbecue hype, but this is something the media is burying” (the idiom used is yǎn ěr dào líng 掩耳盗铃, meaning covering one’s ears while stealing a bell, burying one’s head in the sand).” Those agreeing with the author suggest that Zibo’s success might be a win for its local cultural tourism department, but actually says nothing about a recovery of other industries and economy at large.
But there are also those who think Liu’s perspective is outdated and that, while talking about a lack of meaning, his own words are actually meaningless: “I have no idea what he is talking about.”

Zibo crowds, image via 163.com.
Some say he is making a big fuss over nothing, suggesting that it is only normal for people to want to seek for entertainment and simple pleasures like eating BBQ skwers, and that it does not represent a bigger problem at all. He is “moaning over an imaginary illness,” one Weibo user wrote (“wú bìng shēn yín” 无病呻吟).

Content deleted on WeChat.
Although not everyone agrees with Liu’s takes, many do agree that it gives food for thought. However, the deletion of the essay itself and the removal of some related online comment threads also prevents further discussions on the topic, which ironically exemplifies one of the issues that the author aimed to address in his essay.
By Manya Koetse
Edited May 19, 2023: An earlier version of this article suggested Liu Yadong (刘亚东) is the original author of the critical essay. Although the article is attributed to Liu on Chinese social media, Liu reposted it and had his own bio under the article, but the original (censored) article is authored by Song Zhibao (宋志标).
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Manya Koetse is a sinologist, writer, and public speaker specializing in China’s social trends, digital culture, and online media ecosystems. She founded What’s on Weibo in 2013 and now runs the Eye on Digital China newsletter. Learn more at manyakoetse.com or follow her on X, Instagram, or LinkedIn.
China Digital
How Chinese AI Videos Turned Foreigners into Villains
How viral AI videos turn racialized outsiders into threats and violent Chinese heroes into defenders of social order, China’s first nationally broadcast AI drama, and why a newspaper is being sold for 50 times its original price.
Published
4 days agoon
August 3, 2026
Over the past few weeks, a noteworthy amount of AI-related news has been trending on Chinese social media, which is reflected in this week’s edition.
Now that AI has entered every corner of media consumption and online life, related discussions seem to be reaching a new peak. While well-produced AI dramas are receiving more praise, low-effort AI slop is flooding video feeds and increasingly being used to stir controversy and generate clicks, fueling prejudice, hate, and cyber-nationalism. More about that further down in this newsletter.
🗞️ QUICK SCROLLS
🎬 A new AI-generated micro-drama has become all the rage on Chinese social media. While earlier AI dramas were criticized for being sloppy and repetitive, Laid-Off Girl (被裁掉的女孩) is praised for its quality and appealing protagonist, Fang Taozi (方桃子), a small-town woman pursuing her dream of becoming a model in Paris. She is so believable that viewers almost forget they are not watching a live-action production. This marks a real step up in quality for the industry, raising the bar for others. (If you want to get a taste of what it looks like, here’s a YouTube link).

Stills from the popular micro AI drama Laid-Off Girl (被裁掉的女孩).
📺 China’s national TV has now also aired its very first AI drama. While AI dramas mostly belonged to the realm of unofficial short-form online productions, the phenomenon has now made the leap to longer productions broadcast on national satellite television. Anhui TV is airing the Ming-dynasty drama The Tale of Peach Blossom Pool (桃花潭记), promoted as China’s first fully AI-produced medium-length drama centered on cultural heritage.
📱 China’s cheap & easy SIM-card era has ended. There was a time when you could get a SIM at any street corner in a Chinese city. That changed over a decade ago when real-name registration became strictly enforced. Now, as of 1 August, China Mobile, China Telecom and China Unicom will sell cards online only through their own apps and websites, cutting off all third-party internet sellers who have been the go-to source for cheap data plans. The move is meant to curb third-party SIM cards ending up in grey-market chains, being used for bulk account registration and telecom fraud. But most people just fear that plans are becoming less affordable.
🚇 “Half an hour queuing for a ten-minute ride” was a common complaint after Shenzhen Metro tightened its security checks on July 20. Much to the dismay of commuters, the stricter checks led to long lines, as all carry-on items must now pass through an X-ray machine, while every passenger is also subject to a handheld body scan. Some wondered why, in an era of AI-powered image screening, security couldn’t be handled more efficiently. Shenzhen is hosting the APEC Economic Leaders’ Meeting later this year, in November.
☀️ Summer childcare worries have been trending, as even dual-income families are reportedly struggling to arrange childcare during the school holidays. Summer programs often last only a month and still require pick-ups during hot afternoons, while private tutors sometimes charge around 200 yuan per hour ($30). More Chinese parents have therefore turned to hiring university students, offering 3,500 to 4,000 yuan per month ($520–$590) to look after their children during the summer break.
👁️ EXPLAINER
How Chinese AI Videos Turn Foreigners Into Villains
“I’m American! You can’t do anything to me!” says a young white man, moments before a strong Chinese man kicks him and throws him to the ground in a single move. A crowd of Chinese aunties standing nearby applauds as the foreigner hits the ground. “Don’t think we’re still the Chinese people of the past,” the Chinese man says. “You don’t want to mess with the Chinese people of today.”
This is just one example among hundreds of similar short videos flooding Chinese social media these days. Featuring various kinds of anti-foreign and racist content, they depict foreigners as threats to China’s social, moral, and national order. Strong, confident Chinese people confront, violently beat, and humiliate them in defense of their country.

Stills from AI videos showing Chinese men beating up misbehaving foreigners.
These videos, which often last between ten seconds and half a minute, are posted by online creators across platforms such as WeChat, Kuaishou, and Douyin. Many of these creators run content-farming accounts devoted entirely to this type of content, which attracts many likes and reactions: the videos are short, visually striking, emotionally powerful, and play into existing prejudices and racialized thinking.
Racist and anti-foreign content is nothing new on Chinese social media and dates back to the earliest days of China’s online video platforms. But the age of AI has brought new dynamics to such content. Last fall, Joshua Dummer reported in Foreign Policy on the growing popularity of AI-generated anti-Black videos presented as cautionary tales about Chinese women becoming involved with African men.
This time, it’s different.
The latest wave of anti-foreign content goes beyond gender dynamics and focuses more broadly on the negative influence foreigners supposedly have on Chinese people and society. Foreigners disrupt orderly Chinese public spaces or threaten the safety of Chinese women, security personnel, or lower-status workers, after which a morally upright Chinese person restores order through violence.
Four Types of Videos
In the dozens of AI videos I’ve analyzed, roughly four categories can be discerned, with different groups of foreigners performing different “narrative jobs.”
(See examples of these videos on my X here, or find them on Bluesky)
1️⃣ The Uncivilized Outsider
Roughly 40% of the videos show foreigners engaging in “uncivilized” behavior and disrupting China’s cleanliness, etiquette, and public order. In these scenes, foreigners are portrayed as dirty, smelly, and disorderly.
One example shows an entire plane of Chinese passengers holding handkerchiefs over their noses because of the smell from an Indian man’s bare feet. He refuses to comply with the flight attendant’s instructions, after which a strong Chinese man approaches and slaps him in the face.

AI video: An Indian passenger disrupts a Chinese flight with smelly feet.
Other examples include foreigners attempting to urinate in the street, occupying multiple seats on public transport, putting their bare feet up on a high-speed train, or otherwise disregarding public etiquette.
These videos predominantly feature Indian characters, but to a lesser extent also white/Western and Filipino characters.
2️⃣ The Entitled Foreign Bully
Roughly 30% of the videos depict foreigners as arrogant, entitled, and aggressive bullies who believe their nationality places them above Chinese rules.
Examples include foreign men and women skipping queues by invoking their foreign status or showing disrespect toward China’s vulnerable elderly or lower-status workers, until a Chinese person teaches them to “respect China’s rules.”

AI video: A Western woman is hit by a shop owner for using her foreign status as a reason to cut the line.
These videos mostly feature white people, but sometimes also Black, Indian, or Japanese characters.

AI video: entitled Indian man gets curry thrown in the face by waiter.
One scene shows an Indian man demanding that the Chinese waiter serving him curry kneel before him, after which the waiter scolds him and throws the curry in his face.
3️⃣ The Sexual and Demographic Threat
Roughly 20% of the videos fall into the category described in Foreign Policy last October, in which foreign men are portrayed as sexual and demographic intruders.
These videos often show Chinese women following foreign partners to Africa or India, only to end up living a nightmare of poverty, abuse, or infidelity. Some explicitly warn Chinese women not to marry foreigners.

AI video: A Chinese woman is first shown in a happy relationship with her African partner, and then shown in a state of desperation after she moved to Africa with him.
There are also many videos showing Chinese men as heroic protectors of women being harassed by foreign men. One recurring scenario shows a Black man harassing a Chinese woman in a shopping street before being beaten by a Chinese man who comes to her defense.

AI video: Chinese man saves Chinese woman from getting harassed by a foreigner.
Although these videos mainly feature Black African men, with Africa portrayed as a kind of dystopia, some also include white or Indian men.
4️⃣ The Undesirable/Dangerous Migrant
About 10% of the videos take place at airport immigration or border control, showing foreigners arriving without money, carrying drugs, or seeking to exploit Chinese hospitality.
One example shows Indian men arriving at the Chinese border and claiming that they want to “enjoy Chinese women.” They are refused entry after an official questions them about their finances.

AI video: Indians denied at the border.
The endgame is always the same: they are denied entry and sent back to their country. These stories predominantly feature Indian characters.
💡 To get a rough idea of which racialized groups appear most often, I analyzed a sample of 35 videos collected from my timeline: approximately 39% featured Indian characters, 28% White/Western characters, 24% Black/African characters, 6% Filipino characters, and 3% Japanese characters.
Reversed Humiliation
The xenophobic AI slop that we’re seeing is about more than just “foreigners behaving badly.” Besides the videos showing Chinese women moving to Africa, the basic formula running through most of them is:
Foreigners cross moral or social boundaries and violate rules → they victimize Chinese people or otherwise bring humiliation or inconvenience to others → forceful intervention by a morally upright Chinese person → punishment and restored order.
These videos do two things.
➡️ One important effect is that they produce a sense of “Chineseness” by constructing a threatening “Other” that is never Chinese (even though the foreigners all look different, they are never ethnically Chinese). In doing so, Chinese national identity is defined through contrast with how bad the Other is.
The foreign villain is deceptive, uncivilized, backward, and disruptive—a threat to women, public order, and social stability—whereas the Chinese characters are morally superior, embodying loyalty, civility, modernity, collective responsibility, and the protection of social and historical continuity. The foreigner therefore does more than play the villain: his imagined identity helps define who the Chinese are and what contemporary China is.
➡️ Another effect is that these videos offer a form of catharsis in China’s “new era.” They coincide with increasingly prominent narratives about China’s exceptional rise, its emerging superpower status, and the “decline of the West.” At the same time, they evoke the painful history of 19th China and the “century of humiliation”—a period portrayed in contemporary education as one in which foreign powers aggressively and violently imposed their rules on a weak China.
These AI fantasies symbolically reverse that history. The videos show that Chinese people are no longer passive victims, but strong and assertive defenders who fight back against foreigners who disrespect them or exploit Chinese hospitality. Through violence presented as morally justified, historical humiliation is transformed into national victory: China is no longer subjected to rules imposed by outsiders, but has become the country that sets the rules and possesses the strength to enforce them.
The Many Faces of Chinese Digital Nationalism
This recent trend shows that digital nationalism in China has many faces, and that this one in particular is not actively boosted by state media nor supported by official voices.
The timing of these videos does not just mark a new era of Chinese digital nationalism; it also coincides with a new wave of China tourism and a travel boom, with trips to China by foreign nationals rising sharply since the Covid era amid more lenient visa policies. This includes an increase in visas issued to Indians at a time when Indian and Chinese authorities have been working to normalize bilateral relations.
Earlier in July, Chinese newspaper The Paper published an article pushing back against growing online hostility toward Indians in China, arguing that individual misconduct should be addressed without stereotyping an entire nationality or turning it into xenophobic outrage. In a noteworthy move, the full article was republished on the website of the Chinese embassy in New Delhi—showing Chinese authorities pushing back against these trends and defending Indians to Chinese netizens.
At the same time, this is perhaps also a case of lead by example. An AI-animated video released by state media outlet China Daily which depicted the Philippines as a “ragged monkey” has also made international headlines recently, with the imagery called racist and unacceptable.
Even though the authorities might not be happy about the flood of racist or xenophobic AI videos at a time when state media are promoting just how welcoming China is to foreigners, official videos such as these can also fan the flames and provide examples for grassroots creators to draw on.
🔗 SEEN ELSEWHERE
🔹 Fresh “feet juice,” anyone? Chinese female cosplayers recently caused a stir at an anime convention in Guangzhou by selling cups of lemon water from the tubs in which they were soaking their feet. Read via SCMP.
🔹 China saw a new series of cyber crackdowns in July, including one targeting so-called companion bots—AI characters created to offer consumers emotional support as virtual friends. Having to bid farewell to these companions in light of the new ban has been really tough for users, with some even trying to “rescue” their virtual friends by downloading them. Read via Ginger River Review.
🔹 Earlier this year, Amsterdam-based cybersecurity researcher and journalist Marc Hofer came across a futuristic-looking dashboard that turned out to be an unsecured Zhangjiakou police dashboard, offering a rare window into how Chinese local authorities track foreigners by collecting and aggregating vast amounts of private data. Read via The New York Times.
🔹 People in China can now get paid US$15 to US$700 to license their faces for AI-generated entertainment productions. As the AI boom drives demand for an ever-wider range of human faces, Chinese companies have found a solution: buying the legal rights to people’s faces. Read via Rest of World.
🀄 ONLINE PHRASE OF THE WEEK
洛阳纸贵 Luòyáng zhǐ guì
Lit.:Paper has become expensive in Luoyang
Meaning:Flying off the shelves / selling like hotcakes

Who thought print media could still go viral in this digital age?
Just a few months ago, Chinese mathematician Wang Hong (王虹, b. 1991) from Guangxi became the first woman to win the top prize at China’s most prestigious math congress for her work on the three-dimensional Kakeya conjecture. On July 23, she was awarded the Fields Medal, also dubbed the “Nobel Prize of mathematics,” one of the highest and most prestigious international honors a mathematician can receive.
Together with fellow math talent Deng Yu (邓煜), she became one of the first two Chinese citizens to be awarded the Fields Medal and is only the third woman ever to win the prize.
After her win on July 23, the provincial Party newspaper Guangxi Daily (广西日报) featured her on its front page with a long article about her story and the headline “Wang’s Conjecture” (王的猜想, Wáng de Cāixiǎng). The article was praised for its “great title,” as it literally refers to her research but can also be read as “the conjecture of the king” (王 Wáng also means king), hinting at Wang’s ascension to the throne of mathematics.
Because of its unusual headline and prominent coverage—and because the Fields Medal wins were seen as confirmation of China’s status as a “strong mathematics country” (数学强国, shùxué qiángguó), especially since both mathematicians were educated in China until adulthood—the article went viral, turning that issue of Guangxi Daily into a must-have item.
This popular demand for physical copies created what Chinese commentators called a case of 洛阳纸贵 (luòyáng zhǐ guì), “paper has become expensive in Luoyang”—a classical idiom for a text so popular that it drives up the price of paper.
The idiom originated during the Western Jin dynasty (265–316 CE), when a work by writer Zuo Si (左思) became so popular that people across Luoyang rushed to make handwritten copies of it. The work’s popularity supposedly drove up the price of paper, giving rise to the expression 洛阳纸贵. It’s now an idiom used for written work that is in high demand.
Although a single copy of Guangxi Daily costs 1.35 yuan (about $0.19), the print edition’s resale price on e-commerce platforms initially jumped to 65 yuan ($9.60), with the going price now around 38 yuan ($5.60).

On apps like Xiaohongshu, showing off your own copy of the “Wang’s Conjecture” Guangxi Daily newspaper became a way for users to “check in” and show their support for Wang, Guangxi, and China’s mathematical talent. In doing so, Wang’s win unexpectedly also created one of the most viral moments in Chinese print media in a long time.
That’s a wrap! Thanks to Miranda Barnes, who contributed to topics discussed in this edition. Also thanks to Ed Sander for sending in some of the videos that have helped me in my research of the main topic.
Eye on Digital China, by Manya Koetse, is co-published on Substack and What’s on Weibo. Both feature the same new content — so you can read and subscribe wherever you prefer. Substack offers community features, while What’s on Weibo provides full archive access.
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China Insight
“Even Pigs Have AC”: The European Heatwave Through Chinese Eyes
As Europe struggles through record heat, Chinese social media is turning the story into something much bigger than the weather. Plus: the graduation speech everyone is talking about & more.
Published
1 month agoon
July 5, 2026
🔥 China Trend Watch (week 26/27 | 2026) Part of Eye on Digital China, this is my premium newsletter where I explain the stories, memes, debates, and viral moments shaping online conversations in China. This edition was sent to paid subscribers — subscribe to receive the next issue in your inbox.
Here’s your weekly update on what’s been trending. In case you missed it, earlier this week I published a deep dive into the CITIC Tower plane crash and how its immediate aftermath was handled online. In this newsletter: Louis Vuitton’s victory in a noteworthy trademark case against a Chinese tea brand; how and why the European heatwave has become a major topic in China; a controversial gaming character; and an inspiring must-know phrase of the week.
🗞️ QUICK SCROLLS
🍉 Don’t buy precut watermelons. During these hot days, watermelons are a popular snack, but this stern warning went viral: avoid pre-cut watermelons sold by roadside vendors, as they’re a potential health hazard due to improper refrigeration and cross-contamination from cutting surfaces and knives —you have no idea what else they’ve been used for 😬.
🇯🇵 China blames Japan for ties hitting a new low. During a July 1st press briefing, China’s Foreign Ministry said Sino-Japanese relations are facing “severe difficulties,” blaming Tokyo’s stance on Taiwan and security issues. The remarks come amid renewed tensions, including Japan’s announcement that multiple Chinese naval vessels had transited waters near the country and the reported formal arrest of a Japanese citizen detained in Dalian.
🌾 No messing around with China’s heroes. A Chinese agricultural influencer with over 2 million followers has been permanently banned from Douyin after posting negative remarks about the hybrid rice breeding technology developed by the late Yuan Longping (袁隆平), China’s national hero and “Father of Hybrid Rice,” widely praised for his role in combating poverty and hunger.
🛎️ The 24-hour checkout as a new hotel standard? Check in at 3 pm, check out at 3 pm the next day—that’s the idea behind a viral checkout policy introduced by the Chinese hotel chain Qinzhu Hotel (沁住酒店). The policy breaks with the long-standing industry practice of requiring guests to check out before noon. Instead, checkout is calculated from the guest’s actual check-in time, allowing them to stay for a full 24 hours before checking out. The policy is generating discussions, with many wondering if this could point towards changing policies in the broader industry.
🎖️ The Party turns 105. July 1 marked the 105th founding anniversary of the Communist Party, an occasion heavily promoted across Chinese social media as eight Party members received the “July 1 Medal” (七一勋章), the Party’s highest honor. Among them was Henan village Party secretary Li Liancheng (李连成), who transformed a poor village into a model of rural development. July 1 also marks 29 years since Hong Kong’s return to Chinese sovereignty in 1997.
📅 Interesting fact: July 1 is not the Communist Party’s actual founding date. The 1st National Congress opened in Shanghai on July 23, 1921. The Party settled on July 1 as its anniversary in 1938 only because the Yan’an-based delegates who had attended the congress, including Mao Zedong and Dong Biwu, could remember that it had taken place in July, but not the exact day (and wartime conditions made archival verification difficult).

🌸 Whose flower is it anyway? The French luxury house Louis Vuitton won a first-instance trademark infringement case against the new Chinese tea chain Molly Tea (茉莉奶白) this week. The Chinese brand was sued over the four-petal flower symbol in its logo, similar to LV’s core floral element. But many netizens disagree with the judge’s decision, arguing that the flower can be traced to the iconic Baoxianghua (宝相花) motif that flourished during the Tang Dynasty (618-907).
👁️ WHAT STOOD OUT
Nationalism, Soft Power, and the European Heatwave in China

AI-generated images posted on Chinese social media showing Europeans suffering in the heat while Chinese pigs are relaxing with cool units (left) and Chinese manufacturers selling out (right).
The high temperatures in Europe have become a hot topic in China, where the heatwave across France, Belgium, Germany, and other countries has been one of the biggest international stories of the past two weeks, with China cast in a particularly prominent role.
In China, the European heatwave, with temperatures reaching 40–45°C and causing deaths across several countries, is discussed from various angles and is also used to make broader geopolitical, economic, and ideological points about Europe and China-EU relations. These are the three dominant ways in which the heatwave is currently being discussed on Chinese social media:
🌡️ 1. “China Is Keeping Europe Cool”: European Heat Through the Lens of Chinese Soft Power and Anti-”De-Risking” Narratives
Chinese state media have framed the European heatwave by emphasizing the role of Chinese-made air conditioners. In countries such as Spain, Germany, and France, air-conditioner sales have nearly doubled compared to last year, with Chinese manufacturers such as Haier and Midea reporting sales increases of up to 70% while ramping up production to meet demand.
A main narrative is that China is helping Europe by meeting demand at a critical time. A similar narrative emerged during the 2022 energy crisis, when Chinese media emphasized how made-in-China products, from blankets to heaters, were keeping Europeans warm.
As a recent Xinhua commentary argued, the current shortage demonstrates that Chinese manufacturers are filling a gap where European companies are falling short. While Europe increasingly frames China-EU trade in terms of “de-risking,” the article argues that Chinese manufacturing actually provides resilience during times of crisis and should therefore be seen as an asset rather than a risk.
🌡️ 2. “Even Pigs Have Air Conditioning in China”: Schadenfreude and Nationalism
The heatwave story and the fact that most European homes do not have air conditioning have also been met with ridicule and disbelief on Chinese social media, where one recurring joke is that while Europeans are suffering through extreme heat, even pigs have air conditioning in China.
The story partly originated on Chinese social media but was also fueled by posts on X. Around June 24, one tweet showing Chinese pigsties equipped with air conditioners received thousands of likes.

Chinese netizens also had plenty of banter over other X posts in which Europeans proudly showed off their newly purchased air conditioners, as though they had just discovered a new technology. For many Chinese commenters, it is simply unimaginable that air conditioning is still considered a luxury in much of Europe.
A local Hai’er account on Xiaohongshu joked:
💬 “Europeans spend hundreds of euros on an AC and still have to check the regulations; we spend a few thousand yuan (…) and enjoy wrapping ourselves in a quilt while eating watermelon in the middle of summer.”
A recurring theme in these discussions is that China once admired Western technology and modernity, whereas today the roles seem reversed. Now, some commenters say, Europeans are marveling at Chinese-made air conditioners. As one Weibo wrote: “It’s like our ancestors when they first saw cars.”
🌡️ 3. Europe Is Putting Climate Policy Ahead of Ordinary People: Criticism of EU Governance
Another dominant theme is the idea that Europe has become hypocritical—or excessively “politically correct”—in its environmental policies. Many commenters argue that the low prevalence of air conditioning in European homes is partly the result of regulators’ longstanding skepticism toward air conditioning on environmental grounds.
This has fueled the narrative, amplified by Chinese media this month, that Europeans are now suffering and even dying during heatwaves because green ideology has stigmatized air conditioning.
At the same time, many users mock what they see as the EU’s willingness to criticize other countries over greenhouse gas emissions while failing to protect its own citizens from extreme heat.

One AI-generated meme showed crying polar bears, monkeys, and penguins alongside the slogan:”Save nature! Save the animals! Oppose Europe installing air conditioning—this is a betrayal of Mother Nature.” One of the meme’s posters wrote on Weibo:
💬 “Europeans have been preaching the gospel of environmentalism (环保圣经). Now, it’s finally coming back to bite them.”
Another depicted Ursula von der Leyen relaxing beneath a powerful Midea air conditioner, comfortably enjoying the very equipment that her policies supposedly discourage.

All in all, for some, the debate over air conditioning is about something much bigger. The lack of air conditioning in many European countries—along with the regulations, infrastructure constraints, and electricity costs surrounding it—has become symbolic of a broader reassessment of Europe. For some Chinese netizens, it challenges the long-held idea that life in Europe is necessarily better or more idyllic than life in China.
One netizen even advised fellow Chinese against emigrating to Europe:
💬 “Over the next five to ten years, I think people in China will become much more clear-eyed, and many existing illusions about Europe will gradually disappear.”
📱ON THE FEEDS
No More Werewolves in the Love and Deepspace House

The Chinese mobile game Love and Deepspace (恋与深空) has been all over the feeds, with some Weibo discussions garnering nearly half a billion views after the game was hit by controversy.
The game, developed by Papergames, is a so-called otome game — a story-based romance video game aimed primarily at women. Recently, a new male character lead was introduced: Ao Yin (敖尹, English name: Valk0), introduced as a werewolf, who breaks into the home of a woman living alone as part of a romantic scenario, after which he says: “What’s wrong with inviting the wolf into the house?” (引狼入室有什么不好) — a line critics say romanticizes non-consensual home intrusion.
What also sparked outrage was a reference to an “A-0731” file number tied to an in-game human drug-trial dossier. Players connected “0731” to Unit 731, the biological and chemical weapons program operated by the Japanese Army in China during the Second Sino-Japanese War/WWII.
The developers apologized, and for now, Ao Yin is canceled entirely — no more werewolves coming in the house.
🀄 ONLINE PHRASE OF THE WEEK
“Move forward firmly amid the noise”
在众声喧哗中坚定前行 (zài zhòngshēng xuānhuá zhōng jiāndìng qiánxíng)

An unusual speech by a Peking University professor made waves over the past week. Cheng Lesong (程乐松), chair of Peking University’s Department of Philosophy, delivered a graduation speech on June 26 that sparked widespread discussion for breaking away from the usual clichés and generic commencement themes.
In the speech, Cheng captured the cultural mood and social pressures facing China’s younger generations today: a society where everything—from career choices to a cup of milk tea—needs to be meaningful, yet increasingly feels meaningless; and where everyone is expected to succeed while increasingly feeling like they’re falling short.
“The anticipatory anxiety about the ruthlessness of social competition leads us to plunge into an overwhelming fear of failure,” Cheng said. “Because we expect constant affirmation, we come to interpret every ordinary day as proof that our lives have failed. We become absorbed in the hope that one day we will ‘begin our real lives,’ forgetting that we are already living them.”
Life was never meant to be meticulously ordered, Cheng argues, and needs room for a certain amount of chaos and twists and turns that no one saw coming. A completely disordered life is unimaginable, but so too is a life of perfect precision. How we go through life depends on how we deal with it, how we understand ourselves, and how we learn to allow life to unfold.
The true mission in our lives, the lifelong task that philosophy presents to us according to Cheng, is therefore to carve out a unique spiritual path for ourselves, and “to move forward steadily amid the cacophony of many voices.”
That message has struck a chord among netizens, with some saying they replayed the speech over and over again because they felt Cheng was really talking about the predicament facing young people today.
That’s a wrap. Have a good week, and keep your head cool.
If you find these newsletters useful, please be sure to like them, and share them if you want. I only started out Eye on Digital China on Substack late last year and could use some help in making sure the right audiences – like you – find my work.
Best,
Manya
Eye on Digital China, by Manya Koetse, is co-published on Substack and What’s on Weibo. Both feature the same new content — so you can read and subscribe wherever you prefer. Substack offers community features, while What’s on Weibo provides full archive access. If you’re already subscribed and want to switch platforms, just get in touch for help. If you no longer wish to receive these newsletters, or are receiving duplicate editions, you can unsubscribe at any time.
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How Chinese AI Videos Turned Foreigners into Villains
“God Won’t Save Us, but the PLA Will”: Floods, Faith, and Kung Fu Soccer Nostalgia
“Even Pigs Have AC”: The European Heatwave Through Chinese Eyes
China’s CITIC Tower Crash: The Story That Never Trended
Quack Like a Goose: Why Beijing Street Vendor “Auntie Goose Legs” Sparked a Nationwide Debate
Comrade Trump Returns: The 2026 Trump–Xi Summit on Chinese Social Media
Auntie Goose Legs, China’s Shrinking Condom Market, and DeepSeek’s AI Blind Spot
China’s CITIC Tower Crash: The Story That Never Trended
Quack Like a Goose: Why Beijing Street Vendor “Auntie Goose Legs” Sparked a Nationwide Debate
“Even Pigs Have AC”: The European Heatwave Through Chinese Eyes
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