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‘Diaper Proposal’ Goes Viral on Weibo

It is a romantic dream for most women to see their lover kneeling down with a diamond ring and a bunch of beautiful roses. For one Guangzhou woman, however, this dream turned out somewhat different.

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It is a romantic dream for most women to see their lover kneeling down with a diamond ring and a bunch of beautiful roses. For one Guangzhou woman, however, this dream turned out somewhat different.

A young man named Feng proposed to his pregnant girlfriend with over 50 packs of diapers on Tuesday in Guangzhou, China. With the help of his friends, Feng arranged the diapers in the shape of a giant heart alongside the Pearl River, joined by a big banner saying: “Will You Marry Me?”

He then gave his girlfriend another bag of diapers, carried by a drone, with a diamond ring inside. His girlfriend, who seemed surprised and touched by the gesture, said yes.

The spectacular scene attracted the attention of many bypassers and was photographed and uploaded to Weibo, leading the topic to become trending under the hashtag of “Diaper Proposal” (#纸尿裤求婚#).

The proposal was inspired by Taiwanese celebrity couple Alyssa Chia and Xiu Jie Kai, who announced the birth of their baby daughter through social media this summer. They later shared a video titled “Mothers who lack sleep” (缺睡妈妈), illustrating the exhaustion of working and stay-at-home mums who have to wake up at all hours of the night to take care of their crying baby and change their diapers. The video was sponsored by ‘Libero’ diapers.

Taiwanese actors Xiu Jie Kai previously said he would take up daddy duties such as changing diapers and bottle-feeding to reduce the burden on his wife.

The video ‘Mothers who lack sleep’.

Unsurprisingly, the same brand of diapers used in the video shared by Alyssa Chia and Xiu Jie Kai, were also used for the proposal in Guangzhou. “From now on, your happiness and the baby’s happiness are my responsibility. I will take care of our baby at night time and make sure you have sufficient sleeping time every day,” Feng said during his proposal. The intention behind his creative proposal was the promise to his girlfriend that he would be a good father, and that he would make sure that his girlfriend would not turn into a ‘tired mummy’.

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Many of the Weibo comments for Feng’s creative proposal are positive. Many netizens give their thumbs up. Weibo netizen @Mr___Saturday commented that the way one proposes is actually not important; what counts is the sincere love of Feng for his girlfriend.

Some users see the commercial value of the hyped proposal: “This is just excellent marketing for Libero Diapers,” Tony says.

– by Jennifer Tang

©2015 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Brands, Marketing & Consumers

Wahaha and Jinmailang: the Bottled Water OEM Controversy

Manya Koetse

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What’s in your water? Would a water by any other name taste as good? That’s the main gist of the topic that’s been trending these days after Chinese consumers found out the Wahaha water they purchased was actually produced by Jinmailang, calling it an ‘OEM controversy’ (OEM stands for Original Equipment Manufacturer).

Wahaha Group (娃哈哈集团) is one of the largest food and beverage producers in China. The brand is a beloved one—last year in March, when its founder and chairman Zong Qinghou (宗庆后) passed away, people collectively began buying Wahaha water to show sympathy for the brand and for Zong, who was seen as a patriotic and humble businessman.

Big bottle of Wahaha (meaning “laughing child”) water.

In fact, that movement to pay tribute to Wahaha got a bit out of hand and turned into a grassroots campaign to boycott another water brand: Nongfu Spring, a competitor whose founder, Chinese entrepreneur Zhong Shanshan (钟睒睒), was not considered as patriotic (read more here).

Now, a different kind of ‘controversy’ is unfolding around China’s famous bottled water brand, directly related to last year’s sales boom. Chinese netizens have posted videos and images claiming that the Wahaha purified water they bought was actually produced by Jinmailang (今麦郎)—as stated on the label.

Wahaha water, produced by Jinmailang (今麦郎).

Jinmailang is an entirely separate food enterprise group—mostly known for its noodles—based in Xingtai, Hebei, since 1994. Both Wahaha and Jinmailang produce purified water (纯净水).

The fact that Jinmailang was mentioned on Wahaha’s labels as the producer raised questions: why bother buying Wahaha at all? Consumers might as well buy Jinmailang directly instead of these relabeled bottles? Wahaha is generally more expensive than Jinmailang’s own Blue Label water.

Wahaha’s customer service soon responded, confirming that they had indeed outsourced some of their production to Jinmailang. However, that partnership was terminated in April of this year after certain batches of purified water products failed to pass factory sampling tests (#娃哈哈称已终止和今麦郎代工合作#).

Customer service staff also stated that as long as Wahaha products are purchased through official channels, they comply with Wahaha’s quality standards and are safe to drink.

On May 16, Xinhua News published an interview with Fan Xianguo (范现国), the chairman of Jinmailang, about serving as an OEM for Wahaha. Without mentioning the termination of the partnership, Fan stated that last year, Wahaha’s bottled water sales suddenly soared, and that they began searching for companies that could support them during these peak times while adhering to their strict quality requirements – otherwise they would not be able to meet market demand.

Producing 1.2 billion bottles of water for Wahaha. Jinmailang’s xinua interview.

Jinmailang stepped in around June 2024, promising to support Wahaha’s production. During the peak season, they even prioritized Wahaha’s orders over their own. Over the course of a year, they produced 1.2 billion bottles of water for the company. Speaking about their own brand, Fan stated that they keep their prices as low as possible by minimizing their profits. One bottle of water only gives them 0.02 RMB ($0,0028) profit.

The interview seemed to cause a shift in online sentiments. Many netizens now praised Jinmailang for its response and for stepping in, viewing the cooperation as an example of domestic brands supporting one another.

Some suggested that Wahaha had betrayed Jinmailang by emphasizing the termination of their contract rather than acknowledging how the company had stepped in to help during a time of need.

At the same time, others applauded how Jinmailang turned the situation to its advantage by using it as an opportunity to promote its own brand.

“I’m switching to Jinmailang from now on, it’s way more cost-effective!” one comment read.

Especially since last year’s “water wars”, it’s clear that consumers’ choice of water is about more than quenching thirst alone — it’s also about which brand’s story resonates with them. As the peak season for bottled water is approaching, the OEM controversy comes at an especially unfortunate time for Wahaha. It’s Jinmailang that now seems to be having the last laugh in this OEM controversy.

 
By Manya Koetse

(follow on X, LinkedIn, or Instagram)

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China Brands, Marketing & Consumers

‘Lai Dou Lai Le’: IShowSpeed Debuts in Chinese Online Commercial

Manya Koetse

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🔥 A version of this story also appeared in the Weibo Watch newsletter. Subscribe to stay in the loop.

The China tour of American Youtube star IShowSpeed (Darren Watkins Jr.) is still echoing on Chinese social media—the hype hasn’t quieted down just yet, especially now that the popular livestreamer launched his very first Chinese commercial recently, just before the May Day holiday.

It’s an online commercial for China’s dairy giant Yili, and—in line with IShowSpeed’s high-energy livestream—it is entertainingly chaotic. Watkins himself posted the video on his Weibo account on April 30.

In China, Watkins is known as 甲亢哥 (Jiǎ Kàng Gē), which literally means “Hyperthyroidism Brother.” Hyperthyroidism is a condition where the thyroid is overactive, leading to symptoms like restlessness, a rapid heartbeat, and high energy levels. Due to Watkins’ fast-paced livestreams and his reputation for running, screaming, and jumping around, the nickname is a tongue-in-cheek reference that fits him well.

The commercial also suits him, as it is a bit of a rollercoaster. It begins like a typical celebrity endorsement, with Watkins promoting a dairy drink, but quickly shifts into a quirky narrative. In it, Watkins appears god-like, watching over people from a mountaintop and encouraging them to try new things. The ad then morphs into a music video before ending with some inspirational words from the YouTuber himself. Watch the commercial here.

The slogan used in the commercial is “lái dōu lái le” (来都来了), along with the English tagline “Enjoy milk, enjoy holiday.”

Lái dōu lái le” (来都来了) is a simple phrase that basically means “You’re already here,” and implies a light-hearted “Why not?” to encourage people to go on and do something (since you’ve come this far), or try something new.

Dao Insights’ Yimin Wang explained it as having a positive and daring tone to try new things that you’d otherwise “wouldn’t, couldn’t, or even shouldn’t,” much like “YOLO” from the early 2010s (link).

On Xiaohongshu, typical responses to the commercial describe it as “creative” and “cute.” More notably, many users see it as proof of how successful Watkins’ tour in China has been. “He’s like a native celebrity in China now,” one commenter remarked.

 
By Manya Koetse

(follow on X, LinkedIn, or Instagram)

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

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What’s on Weibo is run by Manya Koetse (@manyapan), offering independent analysis of social trends in China for over a decade. Subscribe to gain access to all content and get the Weibo Watch newsletter.

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