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China’s Booming Cyberstar Economy & Papi Jiang

How far would a Chinese company go to connect their brand to Papi Jiang, China’s rising Weibo superstar? Today’s ad auction showed that people are willing to pay millions to get their ad in one of the popular videos by Papi, who has become China’s national sweetheart. The staggering winning bid makes it clear: China’s ‘cyberstar economy’ is alive and kicking.

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How far would a Chinese company go to connect their brand to Papi Jiang, China’s rising Weibo superstar? Today’s ad auction showed that people are willing to pay millions to get their ad in one of the popular videos by Papi, who has become China’s national sweetheart. The staggering winning bid makes it clear: China’s ‘cyberstar economy’ is alive and kicking.

On April 21, a video ad auction was held in Beijing, in which bidders went as high as 22 million RMB (3,4 million US$) to get Papi Jiang (papi酱) to promote their brand.

Straight to the Millions

The auction starting price was 217.000 RMB (33.555 US$) and increased with 100.000 RMB (15.463 US$) for every bid, Sohu Business reports. Just moments after the auction had started, bidding prices went straight to 10 million (1,5 million US$).

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Ultimately, Papi’s video ad auction was won by makeup company Lili & Beauty (丽人丽妆) for 22 million yuan (3,4 million US$). Lili & Beauty is an e-commerce company that represents a variety of cosmetic brands like Shu Uemura, Max Factor and Maybelline.

The Year of Papi Jiang

Papi Jiang is famous for her online humorous videos that make fun of everyday societal issues. This year marked her rise to fame, as she gained millions of followers on her Weibo account – just a few months after she uploaded her first video. She also secured a 1,200,000 RMB (±184,000 US$) investment.

One of papi’s videos where she makes fun of girls that act like dramaqueens.

Papi made headlines earlier this week when her videos were taken offline by censors for containing ‘foul language’. The videos will be allowed back online when Papi takes out the swear words, which she promised she would. The government reprimand has seemingly only boosted her popularity.
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“Can I ask what this is all about?” 

News of the auction soon made its rounds on Weibo under the hashtag of ‘extremely expensive Papi Jiang ad’ (#papi酱天价广告#).

Although many netizens think it is ‘awesome’ that Papi was able to raise such a staggering amount, some were also critical: “Can I ask what this is all about?” one netizen said: “Aren’t there many poor people in the rural areas that could really use this money?”

Others believe that the ‘hot online celebrity’ phenomenon is becoming too hyped, as brands would do anything to get a popular Weibo celebrity mention their name.

Cyberstar Economy

Today’s auction shows that ‘online celebrity marketing’ or ‘cyberstar economy’ is alive and kicking in China, where self-made celebrities are mushrooming all over the internet. China’s so-called ‘Big V’s’ – popular microbloggers who have a ‘v’ behind their name as their accounts have been verified by Weibo or Tencent – are worth big money. These social media celebrities vary from comedians to fashion bloggers or make-up stylists. Some Chinese online celebrities have just become famous because they blog a lot or have an extraordinary appearance.

These online stars offer great marketing potential for brands because they have a huge following, much influence, and often the right target audiences.

Papi’s auction bidding is an extreme case of how much brands are willing to offer to be promoted by celebrities, but prices are not always this transparent – nor is the product marketing. A recent example is how on March 26, China’s famous singer, actress and presenter Xie Na (also known as ‘Nana’), posted a dressing room picture on her Weibo account.

xiena

With more than 83 million fans, Xiena is one of Weibo’s top celebrities. In her photo (pictured above) you can spot ‘lung support tablets’ on her dressing table, which are medicine that supposedly counter the negative effects of air pollution.

Xie Na’s picture and the lung support brand then became a trending topic on Weibo; the picture was shared almost 10,000 times, got 31.000 likes and 11210 comments, with many netizens wanting to purchase the tablets while praising Xiena for taking such good care of her health. Who knows how much the lung tablet brand paid Xie Na to put their medicine on her table?

lungsupport

For some celebrities, their prices are less mysterious. Stylist and Weibo ‘Big V’ (popular microblogger) make-up artist Perry (Xiao P Laoshi) has over 36 million fans on his Weibo page, and it will cost 76.000 RMB (±11,750 US$) for him to mention your brand. These deals can be easily made through Chinese online media buying companies. Perry’s prices are considered reasonably low, since the general price for brand promotion by a ‘Big V’ is set around 100.000 RMB (±15,460 US$).

bigv

“Not that expensive”

As for today’s action – Papi Jiang’s business partner stated that the money raised with the auction will be donated to Beijing’s Central Academy of Drama (中央戏剧学院), the academy that Papi graduated from.

This decision caused some commotion on Weibo, where many netizens think she should have given the money to the poor instead of to the academy. Amongst the commenters, there are also many who defend Papi, saying she can do whatever she wants with her money, as it is a reward for her huge success.

According to Yangcheng Evening news, the successful bidder later stated that they felt their 22-million-video-ad was “not that expensive.”

– By Manya Koetse

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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  1. Avatar

    winona

    May 14, 2018 at 2:02 pm

    she is living the dream. go her!

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China Celebs

Zhai Tianlin’s Alleged Plagiarism Triggers Discussions on Academic Cheating in Chinese Universities

“Colleges and Universities face great corruption problems, that is what you should be looking into.”

Gabi Verberg

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Earlier this month, Chinese actor Zhai Tianlin (翟天临) drew the public’s attention for his appearance at the CCTV Spring Festival Gala, where he starred as a police officer preventing his parents from being scammed. Now, Zhai, again, is at the center of attention: not for his acting skills, but for allegedly committing academic fraud.

The famous actor is a Beijing Film Academy Ph.D. graduate and postdoctoral candidate at Peking University, one of China’s most renowned universities.

His alleged academic misconduct has been a topic of discussion for some days now. During a live broadcast with fans, Zhai apparently said he did not know what CNKI (知网) is, an academic database that all scholars in China will be familiar with.

It led to suspicions on Zhai’s academic standing, and people on the Quora-like Q&A platform Zhihu accused Zhai of not publishing any academic papers in recognized scholarly journals – something that is mandatory for Ph.D. students in China in order to fulfill their graduation requirements.

Zhai’s academic records increasingly became the focus of attention on February 9th, when one Weibo user (PITD亚洲虐待博士组织), a graduate student from Beijing, posted the results of a plagiarism detection test that was run on one of Zhai’s papers.

The test result revealed that of the 2783 words used in the paper, that was published last year, 1482 words were copied from other texts, indicating a 40.4% similarity score.

After the Beijing Film Academy released a statement that they would be investigating Zhai Tianlin, state media outlet China Daily posted a message on their Weibo account, stating that “academic standards must be the same for everyone” and that “postdoctoral researchers are a university’s greatest honor, ” and that “who wants to carry the crown should also carry the weight.”

On that same day, Peking University also published a statement saying that they are investigating the incident.

Zhai Tianlin (1987), who is also known as Ronald Zhai, is most known for starring in various popular Chinese TV shows and dramas, such as White Deer Plain and The Advisors Alliance.

The plagiarism allegation case has become a major topic of discussion on Chinese social media this week. The hashtag “Peking University Responds to Zhai Tianlin Case”  (#北大回应翟天临事件#) has been viewed a staggering 650 million times on Weibo at time of writing, while the hashtag “Beijing Film Academy Sets Up Zhai Tianlin Investigation Team” (#北电成立翟天临事件调查组#) received more than 490 million views.

The storm is not likely to blow over soon, as new reports now also allege that Zhai’s MA-thesis relies heavily on the scholarly work of Chen Kun, a famous Chinese actor who also attended the Beijing Film Academy.

Although the scandal has triggered countless reactions condemning Zhai, there are also many people on social media who are directing their anger towards the universities and state media, with one typical comment saying: “By solely focusing on Zhai, you are avoiding the real problem. Colleges and universities face great corruption problems, that is what you should be looking into.”

Another person wrote: “I feel like the public opinion is focused too much on this case of ‘academic misconduct.’ What the media should be investigating is: why was the paper not checked for plagiarism before its publication? What the Beijing Film Academy should be looking into is how somebody can graduate with a paper that is not up to standard? And how someone who clearly doesn’t hold the appropriate academic abilities has access to its programme.”

“Peking University and Beijing Film Academy are both responsible for this fraud. How could they ever enroll such a fraudulent person?!” others wrote. 

Some commenters seem to have no trust in China’s academic standard, saying: “Are you telling me you [the universities] didn’t know about this when you admitted him? Now you are setting up investigation teams, but it is all just for show.”

Academic corruption in the Chinese educational context has been a well-known problem for years. As early as 2002, the Ministry of Education implemented various policies to combat academic misconduct, defining it as an act of academic dishonesty that is punishable, but the problem is still widespread (Kai 2012).

Some studies suggest that one of the factors that play a role in plagiarism in China relate to the fact that ‘plagiarism’ is something that is often defined in very general terms, with university handbooks nor policies clearly codifying instances of “appropriate and inappropriate source use” (Hu & Lei 2015, 236).

There are also many other factors at play, however, such as the pressure for doctorate students to publish their papers, and the phenomenon of  “publishing cash incentives,” which would allegedly trigger more academic fraud.

On Chinese social media, many people express that they hope that the institutions involved will “set an example” for other universities and “be transparent” in the way they’ll handle Zhai in case he is found guilty of plagiarism.

Many also pointed out the irony in the fact that it was Zhai who played the police officer that prevented his parents from being scammed during the CCTV New Years’ Eve Gala.

“This is just all so embarrassing,” some write: “Now it looks like not just Zhai’s PhD status should be taken from him, but also his MA title.”

Others suggest that this whole scandal would make an excellent topic for another TV drama, starring Zhai Tianlin, doing what he does best: acting. Some voices suggest that people should wait for the investigations into Zhai’s work to be completed before condemning him. With the massive online attention for this case, it might not take too long for more facts to surface on the case. We’ll keep you updated.

By Gabi Verberg and Manya Koetse

References

Hu, Guangwei and Jun Lei. 2015. “Chinese University Students’ Perceptions of Plagiarism.” ETHICS & BEHAVIOR 25(3): 233–255.

Kai, Ren. 2012. “Fighting against Academic Corruption: A Critique of Recent Policy Developments in China.” Higher Education Policy (25): 19–38.

 

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

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Controversy over Chinese Singer Sun Nan Sending His Kids to an Unqualified “Traditional Culture School”

The parents might think it’s a good idea, but what about the children’s future?

Boyu Xiao

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Famous Chinese singer Sun Nan and his wife Pan Wei have left their Beijing life behind and have moved to Xuzhou to send their children to a school that focuses on ‘traditional Chinese culture.’ The decision has triggered controversy online, where many netizens think that acquiring academic skills is more important for children than attending ‘women’s virtue’ classes.

When news came out that famous Chinese singer Sun Nan (孙楠) is sending his children to the Chung Hwa College of Traditional Culture that, among others, has “women’s virtues” in its curriculum, controversy erupted on Chinese social media this week. The hashtag “Sun Nan Sends His Kids to Unqualified School” (#孙楠孩子就读学校无办学资格#) has received more than 260 million views on Weibo at time of writing.

The controversy started over an interview with Sun Nan’s wife Pan Wei (潘蔚), who is currently promoting her new book The Art of Artless Life (素心映照).

In the interview with short video platform Yi Tiao (一条), Pan says that the family had decided to move from Beijing to Xuzhou some three years ago, living in a modest 700-yuan-per month (±$100) apartment in order to send their children to a local “traditional culture” school that was allegedly established 28 years ago.

In the interview, Pan stresses the importance of teaching children traditional Chinese cultural values such as filial piety, as she also specifically mentions the value of teaching girls about being “gentle and kind (through needles and threads)” for when they grow up to be wives and mothers.

The interview soon became a big topic of discussion online, where the school in question was identified as the ‘Chung Hwa College of Traditional Culture‘ (华夏学宫) in Xuzhou, that is focused on teaching traditional Chinese culture to its students and has an annual fee for its junior programme of 100,000 yuan (±$15,000). As also featured in the interview, Pan Wei herself teaches needlework at the school.

The heated discussions on Chinese social media focused on the doubted academic qualification of the school and its teachers, as well as on the intentions of Pan and her husband to send the children to such an institute.

On January 23rd, various media reports disclosed that, according to the Education Department of Xuzhou, the Chung Hwa College of Traditional Culture indeed is not qualified as an official educational institution, and that graduates from this institution also cannot obtain verified certificates, nor participate in China’s National College Entrance Exams.

The courses that are taught at the school have specifically attracted the attention of online commenters. Besides needlework, which is only taught to girls, the school offers so-called “women’s virtue” classes and uses Di Zi Gui (弟子规, Standards for being a Good Pupil and Child) as its main textbook, which was written in the Qing dynasty and is arguably based on the teachings of Confucius.

It is not the first time Chinese “women’s virtue” classes receive criticism online for reinforcing gender sterotypes. In 2018, one “female virtue class” was ordered to shut down after it made headlines.

Sun Nan and Pan Wei got married in 2009 after they had both been married before. From their earlier marriages, Sun had one daughter and a son, and Pan had one daughter, who previously studied at an international school. In 2011, the couple had one daughter together.

Singer Sun Nan has been well-known for his Mando-pop songs for years. He released his first album in 1990 and has had a long-lasting career ever since, receiving various awards for his work as a musician. (You might also remember his performance at the 2016 CCTV Spring Gala, where he performed together with 540 dancing robots.)

On Weibo, many netizens express their idea of Pan Wei as an “evil stepmother” who would allegedly send her own biological daughter to a good school, while purposely enrolling her stepchildren into a school that lacks proper credentials. It even led to some Weibo users leaving comments on the social media account of Sun Nan’s ex-wife, Mai Hongmei (买红妹), asking her to “save” her children from their current predicament.

“Aren’t these children supposed to receive compulsory education?” some wonder, while others worry that the children have been victimized by an “evil cult.” Some even say it is “ruthless” to withhold children from a qualified education, potentially leaving them no chance to enroll in college later on in life.

There are also commenters and bloggers who note that Sun and Pan’s personal involvement in the school, and the reason for sending their children there, is driven by financial interests, suggesting that the couple might be eager to make money by jumping on the “traditional culture” trend.

The head of the Chung Hwa College of Traditional Culture has since denied that the couple owns any shares in the institute. The school’s home page, at time of writing, however, does actively promote Pan Wei’s latest book.

“This controversial issue actually has three sides to it,” one popular Weibo blogger explains, suggesting that (1) the fact that Pan’s own child is enrolled in a qualified school and her step-children are not, makes her look like a bad stepmother with ulterior motives; (2) it is up for debate to what extent parents can choose to send their children to special schools, withholding them from the basic academic education they will need later on in life; (3) it is questionable to what extent it is good for young children to learn about ‘women’s virtues’ and obedience, and one might wonder what motives lie behind sending one’s children to such a school.

For now, the Xuzhou Education Department has stated that they will further investigate the matter. According to Chinese law, children must attend primary and junior secondary school for at least nine years in total. Meanwhile, Sun Nan has not responded to the controversy on his official Weibo page yet.

Watch the video of the controversial interview with Pan (with English subtitles) here:

By Boyu Xiao and Manya Koetse

Spotted a mistake or want to add something? Please 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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