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Digital Diplomacy: These Foreign Embassies Are Most (Un)Popular on Weibo

‘Weiplomacy’ is here; Weibo and other social media platforms are a tool for government public diplomacy purposes. What’s on Weibo gives an overview of Weibo’s most (un)popular foreign embassies.

Manya Koetse

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As social media has become an increasingly common tool for government public diplomacy purposes, a large number of foreign embassies in China now has a presence on Sina Weibo to engage with local audiences. As Weibo diplomacy a.k.a. ‘Weiplomacy’ is becoming more important, What’s on Weibo gives an overview of Weibo’s most (un)popular foreign embassies.

Digital diplomacy is a hot topic. Embassies all over the world increasingly use social media as a low-cost and convenient tool to promote their countries, inform people about their latest activities and engage with their followers.

Many embassies can be found on Facebook, Twitter or Youtube, but also on China’s Sina Weibo or WeChat, changing the way foreign embassies engage with with local audiences in China.

E-Diplomacy: Up & Downsides

Foreign embassies on Weibo have recently been getting more scholarly attention. In “Social Media and E-Diplomacy: Scanning Embassies on Weibo” (2017), Ying Jiang writes that social media is an effective way for embassies to communicate to target groups, more so than conventional (offline) public diplomacy.

However, Jiang also points out that the presence of foreign embassies on Weibo has its downsides, as web users can vent their anger and post negative comments to embassy pages if they are against the policies of those countries.

This is especially apparent on embassy pages such as that of the Japanese embassy in China, where people often leave anti-Japanese comments and pictures related to the Sino-Japanese war.

Comments on the page of the Japanese embassy in China related to WWII.

Comments on the page of the Japanese embassy in China related to WWII.

But there are also countless negative comments on pages of other embassies. On the Weibo page of the German embassy in China, for example, Weibo users have posted many critiques on the country’s refugee policies after a post about new visa announcements. One netizen says: “If Germany doesn’t solve its refugee problem, the country has zero attractiveness anymore.”

On the USA embassy page, netizens leave comments such as: “The US truly is an evil country. You’re the world’s biggest terrorist organization.”

But visitors also often leave words of praise to embassy accounts. On the Danish embassy’s account, for example, some call Denmark “a magical place”, with the “land of fairytales” seemingly captivating the minds of many Chinese netizens.

When Thailand’s king passed away in October 2016, the Thai embassy page on Weibo was filled with condolences from Chinese expressing their grief and stressing the friendship between the Chinese and Thai.

Ying Jiang’s research calculated the number of reactions to every post on Weibo’s embassies with the most followers and found that even if an embassy had the most followers, it was not necessarily most influential based on their received comments and amount of post shares.

According to Ying Jiang’s data, which was collected in the first half of 2015, the Canadian embassy had the largest following on Sina Weibo, followed by the USA, Cuba, UK and South Korea, with the latter being most influential based on its interactions with its followers.

It seems that things have changed over the past two years, as the following list of foreign embassies collected and compiled by What’s on Weibo shows a different order of popularity.

Weibo’s Top 5 Embassies

Although the Canadian, Cuban, US and South Korean embassies are still popular in terms of followers on Weibo, the Brazilian, Japanese, and especially Israeli embassies now have the highest number of fans on Weibo.

The popularity of the Canadian embassy on Weibo can undoubtedly partly be attributed to the strong promotion of China-Canada friendship, the popularity of Canadian Prime Minister Justin Trudeau, and perhaps even the great popularity of the Canadian doctor Norman Bethune, who is honored in China for his role as a battleground surgeon during the Second Sino-Japanese War.

But most importantly, Canada’s success on Weibo is a result of its own endeavors on Chinese social media. In a DiploFoundation interview with Mark McDowell, Counsellor of the Canadian Embassy in Beijing, McDowell stresses the importance of the so-called ‘weiplomacy’ (微郊外 Weibo diplomacy) to the Canadian embassy, that has boosted its efforts in using social media as an efficient form of public diplomacy.

McDowell says the Canadian embassy in China posts about 20 to 30 Weibo messages per week, on topics varying from business news to visa issues, the ways Canada measures air pollution, or information about studying in Canada – all topics that interest their large group of followers on Weibo.*

But the current most popular embassy on Weibo is not Canada, nor Cuba or any of the biggest embassies mentioned in Ying Jiang’s 2015 research; it is the Embassy of Israel, that currently has over 1.9 million fans on its Weibo page, where it has posted a total of 3590 posts at the time of writing (in comparison: the Canadian embassy had posted 6979 posts at this time).

Top five according to What’s on Weibo, December 2016:

1. Israeli embassy (@以色列驻华使馆) – 1.913.384 followers
2. Canadian embassy (@加拿大大使馆官方微博)
– 1.131.700+ followers
3. US embassy (@美国驻华大使馆) – 1.035.300+ followers
4. Brazilian embassy (@巴西驻华大使馆) – 522.310+ followers
5. Japanese embassy (@日本国驻华大使馆) – 480.500+ followers

Why is Israel so popular on Weibo?

What makes the Embassy of Israel so popular on Weibo? Overall, Chinese netizens seem to have a positive attitude towards the country. It is, among others, shared memories of the history of WWII that have contributed to the present strong relations between China and Israel.

In 2015, the Consulate General of Israel in Shanghai published a video that featured hundreds of Israelis holding “Thank you” signs in Chinese as a sign of gratitude for Shanghai helping the Jews during WWII. It also included a message from Prime Minister Benjamin Netanyahu expressing thanks to the Chinese people.

Shimon Peres, former President of Israel.

Shimon Peres, former President of Israel.

In 2014, late Israeli president Shimon Peres became a trending topic on Weibo when he registered for an account and met with Chinese president Xi Jinping. The “handsome old president” was warmly welcomed by Weibo users. One netizen said: “Israel really has been very good to China. During World War II, China took in a lot of Jewish refugees helping them avoid the disaster of war, and now this ethnicity truly knows how to be thankful. This is the kind of country that China should foster good relations with, and whether it be Israel or Pakistan, these are the true brothers of China. Anyway, this president is truly so adorable, and I just love adorable uncles [older men]” (China Smack 2014).

In 2014, the Australian reported that Israeli president Shimon Peres was one of the few Western leaders maintaining a social media presence in China, and that he had over 450,000 followers. When Peres passed away in September 2016, many web users visited the Israeli embassy account to share their condolences, praising the former president as a friend of China.

Web users lighting digital candles for Peres and posting their condoleances on the Israeli Embassy Weibo site.

Web users lighting digital candles for Peres and posting their condoleances on the Israeli Embassy Weibo site.

According to Robert Lakin (@LakinTLV), founder of Analytika Research, Israel’s popularity on Weibo is a case of cause and effect.

“The Israel Foreign Ministry has really stepped up its game on social media,” Lakin tells What’s on Weibo: “The Israel Defense Force’s has also boosted its use of social media. As the country puts out more buzz-worthy content, the effect is a jump in social followers. This includes lots of peripheral, one-off activity, too.” Lakin also mentions the influence of the Times of Israel‘s Chinese language website, which might have contributed to the Israeli success on Weibo.

What About the ‘Unpopular’ Foreign Embassies?

With countries such as Israel and Canada having a relatively positive image among Chinese people – which also reflects in their popularity on social media – does this mean that the lowest-ranking foreign embassies on Weibo also are of those nations that have a less positive reputation in China?

Not necessarily so. According to What’s on Weibo, the embassies of Estonia, Monaco and Indonesia have the lowest number of followers on Weibo, but this also has to do with the low activity on the concerning accounts; Estonia last posted in 2012, Indonesia in 2014, whereas Monaco has just posted its 75 first posts on the social media platform.

List of Foreign Embassies on Weibo

This is the list of foreign embassies currently present on Sina Weibo, from most popular to less popular in terms of followers. The great majority of these accounts have all been verified by Sina Weibo as the official embassy of their country (‘V’ status); if not, it has been noted.

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1. Israeli embassy (@以色列驻华使馆) 1.913.384 followers

2. Canadian embassy (@加拿大大使馆官方微博) 1.131.700+ followers

3. US embassy (@美国驻华大使馆) 1.035.300+ followers

4. Brazilian embassy (@巴西驻华大使馆) 522.310+ followers

5. Japanese embassy (@日本国驻华大使馆) 480.500+ followers

6. South-Korean embassy (@韩国驻华大使馆) 396.960+ followers

7. Cuban embassy (@古巴驻华大使馆) 358.950+ followers

8. British embassy (@英国大使馆文化教育处) 289.280+ followers

9. French embassy (@法国驻华使馆) 255.240+ followers

10. Russian embassy (@俄罗斯驻华大使馆) 167.539+ followers

11. Australian embassy (@澳大利亚驻华使领馆) 165.240+ followers

12. German embassy (@德国驻华大使馆) 147.230+ followers

13. Embassy of Myanmar (@中缅胞波兄弟情) 146.000 followers

14. Danish embassy (@中缅胞波兄弟情) 丹麦驻华大使馆) 139.760+ followers

15. Thai embassy (@泰国驻华大使馆) 104.570+ followers

16. Swiss embassy (@瑞士驻华大使馆) 99.190+ followers

17. Swedish embassy (@瑞典驻华大使馆微博) 68.310+ followers

18. Dutch embassy (@荷兰驻华大使馆) 68.070+ followers

19. Mexican embassy (@墨西哥驻华大使馆) 50.160+ followers

20. Belgian embassy (@比利时驻华使馆) 49585+ followers

21. Italian embassy (@意大利驻华使馆) 46.330+ followers

22. Polish embassy (@波兰使馆文化处) 39185+ followers

23. Nepal embassy (@尼泊尔大使馆官方微博) 37.177+ followers

24. New Zealand embassy (@新西兰驻华大使馆) 37.140+ followers

25. Mauritanian embassy (@毛里塔尼亚驻华大使馆) 36.545+ followers

26. Zimbabwean embassy (@中国驻津巴布韦大使馆) 35.450+ followers

27. Costa Rican embassy (@哥斯达黎加驻华大使馆) 34.930+ followers

28. Peruvian Embassy (@秘鲁驻华使馆) 33.507 followers

29. Portugese embassy (@葡萄牙驻华大使馆) 28.380+ followers

30. Maldives embassy (@马尔代夫驻华大使馆) 22.460+ followers

31. Indian embassy (@印度使馆文化处) 22.225+ followers

32. Irish embassy (@爱尔兰驻华大使馆) 20.191+ followers

33. Spanish embassy (@西班牙驻华大使馆官方微博) 16.030+ followers

34. Austrian embassy (@奥地利驻华使馆) 15.960+ followers

35. Norwegian embassy (@挪威驻华大使馆) 11.800+ followers

36. Turkish embassy / official tourism board (@土耳其旅游局) 67.430+ followers

37. Kazakhstan embassy (@哈萨克斯坦驻华大使馆) 12.670+ followers

38. Ukranian embassy (@乌克兰信使) 9960+ followers

39. Iranian Embassy (@伊朗驻华大使馆) 6166 followers [not verified]

40. Rwandan embassy (@卢旺达驻华大使馆) 5480+ followers

41. Lithuanian embassy (@立陶宛驻华大使馆商务处) 3170+ followers

42. Chilean embassy (@智利驻中国大使馆) 2540+ followers

43. Sri Lankan embassy (@中国驻斯里兰卡大使馆) 2109 followers

44. Egyptian embassy (@埃及驻华大使馆) [account not verified] 910+ followers (Note: the account of the official Egypt tourism board on Weibo has 28392 followers).

45. Estonian Embassy (@爱沙尼亚驻华大使馆) [account not verified] 540+ followers

46. Embassy of Monaco (@摩纳哥公国大使馆) 450+ followers

47. Indonesian Embassy (@印度尼西亚驻华大使馆) [account not verified] 350+ followers

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With Sina Weibo currently seeing a revival and WeChat being China’s number one app, the use of these social media platforms in digital diplomacy is essential for foreign embassies wanting to engage with millions of Chinese – not just for the sake of providing information about traveling, arranging visas, or studying abroad, but also for the mere purpose of boosting their nation’s image in China.

With China’s online population growing as we write, and its social media features getting more versatile by the day, this might just be the beginning of China’s digital platforms being used as a diplomatic tool for foreign embassies.

Please follow us to stay up-to-date on more articles on this topic in the near future.

– By Manya Koetse
Follow on Twitter or Like on Facebook

*According to Globe and Mail, not all of the Canadian embassy’s followers are actually ‘real’; in a 2014 article, the website alleged that nearly 87% of the Canadian embassy account fans are ‘zombies’; fake accounts that do not represent actual persons. The Canadian government, however, stated it had never paid for the alleged fake followers and that it does not know where they come from. Note that for this article, we have not done any research into ‘fake followers’ and do not know if the top-ranking embassies have fake followers, and if so, how many there would be.

References

Bjola, Corneliu and Marcus Holmes (ed). 2015. Digital Diplomacy: Theory and Practice. Routledge: London and New York.

Cai, Peter. 2014. “How Israel is winning the social media war in China.” The Australian, September 2 http://www.theaustralian.com.au/business/business-spectator/how-israel-is-winning-the-social-media-war-in-china/news-story/08fb25d94b34b3036616c0334531ddc6 [20.12.16].

Jiang, Ying. 2017. “Social Media and E-Diplomacy: Scanning Embassies on Weibo.” In: Naren Chitty, Li Ji, Gary D. Rawnsley, Craig Hayden (ed), The Routledge Handbook of Soft Power. New york: Routledge: New York.

Rugh, William A. 2014. Front Line Public Diplomacy: How US Embassies Communicate with Foreign Publics. New York: Palgrave Macmillan.

What’s on Weibo is an independently run news blog. We accept donations to help us keep the site going. Donating is possible via www.paypal.me/whatsonweibo.

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

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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5 Comments

5 Comments

  1. Avatar

    Bjorn

    December 21, 2016 at 1:32 pm

    You forgot to add the EU Delegation to China to the list: 150 000+ followers 😀

  2. Avatar

    James

    December 24, 2016 at 3:40 pm

    Is the Chinese 微郊外 correct? Should be 微外交 no?

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China Digital

WeChat’s New Emoji Are Here (Including a Watermelon-Eating and Doge One)

WeChat’s new emoji are based on popular memes.

Manya Koetse

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On January 14, Tencent’s Wechat introduced new emoji to its existing emoji set. The new emoji include, among others, a watermelon-eating emoji and a smiling Shiba Inu.

On Weibo, the new emoji have become a topic of discussion under the hashtags “WeChat’s New Emoji” (#微信上线新表情#), “WeChat’s Watermelon Eating Emoji” (#微信上线吃瓜表情#), and “WeChat’s Dog Emoji” (#微信上线狗头表情#).

Different from the Unicode emoji (see Emojipedia), WeChat and Weibo have their own sets of emoji, although there is overlap.

The reason why especially the watermelon-eating and dog emoji are being discussed on social media, is because these emoji are based on popular internet memes.

“Eating watermelon” (吃瓜 chī guā) is an online expression that comes from “watermelon-eating masses” (吃瓜群众 chī guā qúnzhòng), which describes a common mentality of Internet users who have no idea what is actually going on but are still commenting or following online stories for their enjoyment – perhaps comparable to the “popcorn memes” that are ubiquitous on Western social media platforms.

The smiling dog has been around since 2013 and is known as the doge meme, based on a photo of a Shiba inu. The meme was originally spread on social media platforms such as Reddit, but then also became hugely popular in China, where it became a symbol of sarcasm (also read this Abacus article on this topic).

Other new emoji are the “wow” emoji, and others to express “ok,” “add oil,” “emm,” “oh!”

There’s also a “shehui shehui” (社会社会, lit. “society society”) emoji, which also comes from online culture and is a way among friends to (self-mockingly) talk about being ‘gangsters,’ ‘brothers.’ or ‘scoundrels.’

As the new emoji are still in their testing phase, not all WeChat users can use the new emoji yet, so you might have to wait a bit before being able to try them out.

By Manya Koetse, with thanks to @caaatchina
Follow @whatsonweibo

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.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Backgrounder

‘Good Doctor’, Digital Hospitals: How Mobile Apps Are Alleviating China’s Healthcare Problems

With the rapid digitalization of China’s healthcare, Chinese patients now have more ways than one to receive medical assistance.

Manya Koetse

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China’s healthcare industry is facing some serious challenges. As Chinese society is rapidly digitalizing, mobile apps now provide innovative solutions to alleviate pressing problems in the country’s health services sector.

 
This is the “WE…WEI…WHAT?” column by Manya Koetse, originally published in German by Goethe Institut China on Goethe.de: “Good-Doctor Apps und Digitale Krankenhäuser.” 
 

Social Credit System, artificial intelligence, surveillance cameras; these are some of the hottest topics making headlines in mainstream Western media when discussing China-related developments recently.

With the rapid digitalization of Chinese society, these topics certainly have come to play a more important role in social media discussions within the People’s Republic of China (PRC). But if there is one issue that seems to concern Chinese social media users the most, it is not facial recognition nor their ‘Sesame score’: it is the topic of healthcare.

In December of 2017, a photo showing a crying mother kneeling down beside a toddler on the sidewalk in front of a Shanghai hospital went viral overnight. The moment was captured on camera by a reporter who was visiting Shanghai’s Children’s Hospital.

The photo of Guo Yinzhen and her son that went viral in China (image via NetEase, source: https://3g.163.com).

The mother, Guo Yinzhen, is a single parent who had traveled from a remote village to seek medical help for her 3-old-son, who was suffering from congenital hydrocephalus or ‘water on the brain.’ Already having traveled to the city multiple times and spending all her money on medical bills, Guo could not afford the additional 100.000 yuan (€ 12.600) for medical procedures needed to save her son’s life.

Guo’s story struck a chord with Chinese netizens, who continue to share the heartbreaking photo on social media to this day. It has become emblematic of China’s healthcare problems.

 

Crowded Hospitals and ‘Healthcare Disturbance’

 

The key to an adequate healthcare system, no matter where in the world, is that there is a right balancing in the “iron triangle” of efficiency/cost containment, high quality care, and patient access.[1] China, however, struggles with all three sides of this triangle.

Guo’s case is an extreme example, but many people in China dealing with less serious health issues and needing basic medical services also struggle to afford and access the healthcare they need.

Over 95% of people in China have health insurance, but people from different regions do not enjoy the same benefits and their out-of-pocket expenses can vary greatly. Uncovered medical costs can sometimes be catastrophic and simply unaffordable for patients and their families.

As more money flows are going to healthcare facilities in China’s cities, there is also the issue of varying levels of providers’ medical education and the overall healthcare quality, with the substantial majority of modern hospitals still existing in urban areas.

Easy access to the right kind of healthcare can be especially problematic for China’s rural population, as people often need to travel long distances and have to go through the lengthy process of registering and waiting for their doctor’s appointment, which sometimes requires them to stay in the city overnight.

For all of these reasons, China’s bigger public hospitals can get super crowded, sometimes resembling shopping malls on an end-of-season sales day. On social media, both patients and medical workers often complain about the stress brought about by the huge crowds and the shortage of doctors in hospitals across the country.

Perhaps it is no wonder that China even has a word to describe outbursts of violence between patients and doctors: ‘Yī nào’ (医闹, literally: “healthcare disturbance”).

Weibo user ‘Sunscreen’ complains about the crowds at Huashan Hospital.

One major problem within China’s healthcare conundrum is the lack of local family or primary-care doctors, which often makes bigger hospitals the first stop to any kind of medical treatment for Chinese patients.

The reasons for this issue are manifold. There is a general lack of trust in private and smaller local healthcare clinics, for example, and patients often choose to go directly to a bigger hospital to avoid making extra costs.

This makes it extra difficult for many community health care centers – that are already struggling – to make enough money and to retain qualified staff. In a society that is rapidly aging, the challenges facing China’s healthcare industry are only becoming more pressing.

 

A Doctor Today, Just an App Away

 

As China’s online environment is thriving, new innovative online apps are popping up on a daily basis. Some of these apps, that have found their ways into China’s most popular app rankings, are offering solutions to some of the country’s most pressing healthcare problems.

One of these apps is Ping’an Good Doctor (平安好医生), which was developed by health insurance provider Ping’an in 2015 and calls itself China’s “one-stop healthcare ecosystem.”

“Ping’an Good Doctor” promotional image by Ping’an.

Employing some 1000 medical staff in its in-house team, contracting over 5,200 external doctors, and collaborating with 3000 hospitals and thousands of pharmacy outlets across the country, the app is somewhat of an “online hospital.”

Through the app, users can look through an online database of medical professionals, order medicine at nearby pharmacies, get 24/7 online medical consultancy, search for information about both Western and Chinese Traditional Medicine, etc., but they can also use Ping’an Good Doctor as a fitness app to track their own health.

Screenshot of Ping’an app screen, by author.

When looking for a specific doctor for a one-on-one consult, the app first lets users select an area of expertise (e.g. dermatology or gynecology), and then offers a list of different specialists in various price categories.

Doctors from well-known hospitals, for example, or those with excellent ratings, have a one-time consultation fee of 100 yuan (€ 12,60). Other doctors can be consulted starting from 30 yuan (€3,70). All costs can be paid efficiently via online payment apps.

Doctors to pick from within the app’s various price categories.

Ping’an Good Doctor uses an AI-driven system to ask patients various questions about their symptoms and to automatically create a user’s medical record to save time. Based on the AI-generated record and the conversation with the patients – files such as photos can also be uploaded to the app -, the doctors can prescribe medicine or refer the patient to a hospital for an offline appointment if needed.

Ping’an recently announced that its number of registered users exceeded 300 million users, with 62 million monthly active users. Because the app keeps building on its AI-driven system, Ping’an Good Doctor can be expected to only become a ‘smarter’ smart health app the more popular it gets.

Although Ping’an is now leading within China’s medical app category, there are many other apps providing similar services, such as Chunyu Yisheng (春雨医生), Haodafu Online (好大夫在线), or DingXiang Doctor (丁香医生).

The emergence of these apps is just one of the many ways in which China’s digital developments, online media, and tech giants are impacting the healthcare industry, profoundly changing how patients receive healthcare information and access medical services now and in the future.

List of recommended medical apps in the Tencent app store.

In a way, China’s medical consultation apps fill the void in offline primary care. Patients who would otherwise turn to hospital care as their first stop can now  access medical consultations any time, any day, at a relatively low cost. Those who suffer from relatively harmless conditions could be diagnosed by a medical specialist via the app and get the medicine they need within a matter of minutes. With the growing popularity of these kinds of apps, many patients no longer need to visit a hospital at all.

Are smart health apps such as Ping’an Good Doctor the solution to China’s healthcare problems? No, they’re not. Struggling mums like Guo Yinzhen will not find the help they need there. But they do contribute to a more efficient healthcare environment where crowd flows in hospitals can be reduced, and patients do not need to spend a lot of time and money to stand in hour-long queues to get five minutes of their doctor’s time.

Although smart health apps could not help Guo Yinzhen and her son, social media apps could. As soon as their story went viral in late 2017, Shanghai Children’s Welfare Foundation Xiaoxingxin offered to cover medical treatments for the little boy, with a notable pediatric neurosurgeon operating the child. According to the latest updates, the boy’s situation was “looking good.”

Hopefully, the same holds true for the challenging sides of China’s healthcare industry.

By Manya Koetse
Follow @whatsonweibo

[1] Burns & Liu, 2017: 3-4.

References/Linked Sources

Burns, Lawton Robert, and Gordon G. Liu. 2017. “Introduction.” In China’s Healthcare Industry: A System Perspective, Lawton Robert Burns and Gordon G. Liu (eds), pp-1-116. Cambridge: Cambridge University Press.

Economist, 2017. “China needs many more primary-care doctors.” The Economist, May 11 https://www.economist.com/china/2017/05/11/china-needs-many-more-primary-care-doctors [20.10.19].

Zhou, Viola. 2018. “Does China Have Universal Healthcare? A Long (And Better) Answer.” Inkstone, Oct 10 https://www.inkstonenews.com/health/china-translated-does-china-have-universal-health-care/article/2167579

This text was first published by Goethe-Institut China under a CC-BY-NC-ND-4.0-DE license (Creative Commons) as part of a monthly column in collaboration with What’s On Weibo.

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