China Media
“History Won’t Forget”: Chinese Reactions to Japan’s Fukushima Water Release in 5 Trending Hashtags
Furious responses from Chinese media and netizens after Japan starts releasing Fukushima water into the Pacific: “The entire world will remember what the Japanese government did this day.”
PREMIUM CONTENT
Japan’s decision to commence the release of treated radioactive water from the ruined Fukushima nuclear plant on August 24 has taken center stage on Chinese social media this week.
These days, Weibo and other Chinese social media platforms saw a surge of state media slogans directed against Japan, as well as furious posts from well-known bloggers and regular netizens.
Japan will release the treated water stored in tanks at the site into the ocean over the duration of about 17 days, but that is only for this first batch. The release of all the wastewater is estimated to take about 30 years.
Japan’s plans to discharge wastewater from the Fukushima nuclear plant, which was severely damaged by the Tōhoku earthquake and tsunami on March 11 of 2011, were found to be consistent with international safety standards by the International Atomic Energy Agency earlier this year. Following the tsunami, over 1.3 million cubic meters of seawater were employed to cool the damaged reactor cores and prevent overheating.
Some scientists argue that the continued storage of cooling water in tanks, which are running out of storage, might pose a far greater risk compared to treating and diluting the water before releasing it into the ocean.
However, there is a significant range of opinions on this matter, and numerous voices oppose the intentional release of hazardous substances into the environment. Concerns are prevalent regarding the potential long-term effects on human health, wildlife, and the local fishing industry.
Foreign criticism, much seen on Twitter, that Chinese nuclear plants have allegedly released far more radiation into the sea, is ‘debunked’ by Chinese netizens by posting an image that is supposed to show the difference in the kind of water that is discharged: the ‘clean’ water (top) and the contaminated water (buttom). Instead of scientifically-backed information, the content that is mainly gaining traction these days is driven by emotions, anxiety, distrust, and nationalism.
Meme showing “normal” nuclear wastewater compared to the Fukushima wastewater.
Over the past two days, at least five out of the top ten trending topics on Baidu’s hot news lists and the Weibo platform are linked to the discharge from the nuclear plant and its potential direct and indirect consequences.
We explain the top 5 biggest hashtags on Chinese social media and what’s behind them.
ANTI-JAPANESE SENTIMENTS
1: History Will Remember #历史会记住日本政府这一笔#
Among the top trending topics related to Japan’s release of Fukushima water is that “History will remember this move by the Japanese government” (#历史会记住日本政府这一笔#).
This phrase, turned into a hashtag, was initiated by Chinese state media outlet CCTV and also propagated by other official media, including China News Service.
Post by CCTV, screenshot by What’s on Weibo.
“The people will remember, all the living creatures will remember,” one popular blogger’s post said, including various images of cute water animals. Other bloggers also followed with similar posts, writing things such as, “The sea otters will remember,” or “the entire world will remember what the Japanese government did this day [August 24].”
One post claimed that “the sea otters will also remember.”
While the expression pertains to the ecological consequences of the Fukushima water release, it also situates the incident within a broader historical framework where Japan assumes an aggressor role, with many online posts making direct or indirect references to the Second Sino-Japanese War (1937-1945) and WWII while voicing hate against Japan.
One Weibo user wrote: “History remembers, but the damned devils forget again. Do they remember the Anti-Japanese War? Are their brain cells telling them to destroy the earth?” Many other posts called Japan’s leadership “inhumane” and “evil.”
Online propaganda posters condeming Japan, by CCTV and Xinhua.
As is often done when there are major international clashes, Chinese state media outlets released online posters and slogans in relation to the event. In the Xinhua one, Japan was called a “destroyer” and “polluter.”
In an online media sphere where anti-Japanese voices are already ubiquitous in regular times, this ongoing event is another catalyst, igniting a resurgence of cybernationalism and intensified anti-Japanese rhetoric.
FOOD SAFETY & ANXIETY
2: China Suspends Import of Japanese Seafood #中方暂停进口日本水产品是完全必要的#
A second prominent subject of discussion is China’s decisive move to suspend the import of all Japanese aquatic products, which is deemed “absolutely necessary” (#中方暂停进口日本水产品是完全必要的#, 790 million views). Since the Fukushima disaster in 2011, China had already banned the import of almost all food products from prefectures near Fukushima.
China-based restaurants or online shops are also strictly prohibited from preparing and selling seafood products originating from Japan (#严禁采买日本水产品网络销售#, 85 million views).
While these news reports and related hashtags pages are initiated by state media outlets, like Global Times (环球网) and People’s Daily (人民日报), they also strike a chord with Chinese online users who harbor concerns about the potential direct repercussions of the Fukushima water release. The decision to entirely halt the import of Japanese aquatic products is decided by higher authorities, and reinforced by overwhelming public support.
This public support also arises from concerns about the implications of Japan’s decision for the well-being of Chinese citizens. These anxieties are intensified by reports in Chinese media, such as a recent one that highlighted “heavy rainfall in Osaka on the day of nuclear water discharge” (#日本核污染水排海当天大阪突降暴雨#, 230 million views). This report insinuated a direct link between the water discharge and the sudden rainstorm.
REPEATING PATTERNS
3: Panic Buying of Salt #中盐集团回应食盐抢购现象#
The commotion surrounding the news that Japan would start discharging the contaminated water into the ocean has led to people hoarding salt in supermarkets across the country. Online shops also ran out of salt.
Some online photos showed people leaving the supermarket with boxes filled with bags of salt.
The rush to hoard salt originates from worries about salt shortages, but it’s also driven by the belief that salt can act as an antidote for radiation poisoning. However, table salt is actually not advised to be used as a substitute for potassium iodide (KI) as it does not help with radiation poisoning, and eating large amounts could be harmful.
Panic buying before a lockdown? No, those days are over. It's hoarding salt in light of Japan's move to start discharging treated Fukushima water into the ocean, which has sparked consumer concerns over salt supplies combined with idea that salt can help protect against radiation pic.twitter.com/BLfgvGBRzT
— Manya Koetse (@manyapan) August 25, 2023
The surge in panic buying is tied to concerns about the repercussions of radioactive water in the sea. However, it also reflects a recurring pattern witnessed over the three years of dealing with Covid in China and pre-lockdown hoarding tendencies (see for example, or here), giving people a sense of control in a situation that is out of their control.
Meanwhile, salt industry associations and groups nationwide have appealed to the public not to engage in panic buying or hoarding of salt, stating that China has plenty of salt resources and that 90% of its salt production is not sea salt and remains completely unaffected by Japan’s nuclear pollution (#中盐集团回应食盐抢购现象#, 170 million views).
CONSUMER ACTIVISM
4: Consumer Boycott of Japanese Cosmetics #多家日妆品牌遭遇退货#
In the aftermath of the Japanese government’s formal announcement regarding the release of treated nuclear water into the sea, a substantial number of Chinese netizens have not only expressed their intent to abstain from consuming Japanese food, but have also committed to refraining from purchasing other Japanese products, including cosmetics.
Japanese cosmetic brands, including SK-II, Shiseido and Kose, are usually very popular among Chinese consumers. But since June 2023, when the tests began to discharge treated radioactive wastewater into the sea, consumers raised concerns about the safety of products originating from Japan.
According to Jing Daily, an online poll was conducted via social media app Xiaohongshu at the time. Out of 4,472 participants surveyed, approximately 79 percent conveyed their intention to discontinue the use of Japanese skincare and makeup products due to safety apprehensions.
This week, in a Weibo poll conducted by Sina News, more than 90 percent of respondents expressed their determination to stop buying Japanese cosmetics. Meanwhile, the hashtag “Several Japanese Cosmetic Brands See Items Returned” (#多家日妆品牌遭遇退货#, 120 million views), was among the top trending hashtags on Weibo.
This not only highlights their concerns about the safety of these products but also reflects a form of consumer nationalism, where boycotting Japanese goods becomes a manifestation of political activism.
The nationalistic intent behind this consumer behavior is emphasized by the state media outlet People’s Daily. They reported a news item about Chinese consumers purportedly returning Japanese cosmetics under the slogan: “We Endorse Made-in-China” (#我为国货代言#).
HIGHLIGHTING JAPANESE PROTEST AT HOME
5: The People Can’t Bear It #日本核污染水排海民众忍无可忍#
Other trending hashtags highlight how Japanese people themselves are also allegedly opposing their government’s decision to release Fukushima water.
One trending hashtag, “People Can’t Bear Japan Discharging Nuclear-Contaminated Water Into the Sea” (#日本核污染水排海民众忍无可忍#), has garnered over 710 million views on Weibo. It showcases how Fukushima residents expressed their concerns to Chinese reporters, criticizing the Japanese government and reiterating their opposition to the decision to release the radioactive water into the ocean.
Another popular hashtag is “Japan Scolded for Promoting Nuclear Contaminated Water to Students” (#日本向学生宣传核污水安全被骂#, 110 million views). Since 2021, the Japanese government allegedly distributed pamphlets at schools around the country to promote the “safety” and “lack of impact on health” of nuclear contaminated water.
Chinese media report how local educators have criticized these pamphlets for “deceiving innocent children.”
While there is an online inclination to distinguish between the Japanese government and the Japanese people, there are also online trends that criticize Japanese residents. For instance, there’s a story circulating about Japanese individuals swimming in the sea on August 25 (#核污水排海后日本人在海里游泳#). Some comments read, “You see, they just don’t care,” while many others exhibit clear anti-Japanese sentiments, saying, “Let them swim in it and drink their contaminated water.”
In light of the waves of anti-Japanese sentiments that China’s online media environment has seen over the past few days, the Japanese embassy in Beijing issued a warning to Japanese citizens in China on its website on August 25. They advise Japanese citizens to be careful when going out, and to refrain from “unnecessarily speaking Japanese loudly” (#日本大使馆提醒在华日本民众不要大声说日语#).
Meanwhile, at the time of writing, another Japan-related hashtag has surged to the number one spot on Weibo’s top trending lists, namely “Two Earthquakes In One Day” (#日本一天内两次地震#, 210 million views), about Japan experiencing two offshore earthquakes. “It’s karma,” many commenters write, with others also echoing a popular view: “It’s not a coincidence. The heavens are watching.”
By Manya Koetse
With contributions by Miranda Barnes
Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:
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.
©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
Post by CCTV, screenshot by What’s on Weibo.
One post claimed that “the sea otters will also remember.”
Online propaganda posters condeming Japan, by CCTV and Xinhua.
FOOD SAFETY & ANXIETY
A second prominent subject of discussion is China’s decisive move to suspend the import of all Japanese aquatic products, which is deemed “absolutely necessary” (#中方暂停进口日本水产品是完全必要的#, 790 million views). Since the Fukushima disaster in 2011, China had already banned the import of almost all food products from prefectures near Fukushima.
China-based restaurants or online shops are also strictly prohibited from preparing and selling seafood products originating from Japan (#严禁采买日本水产品网络销售#, 85 million views).
While these news reports and related hashtags pages are initiated by state media outlets, like Global Times (环球网) and People’s Daily (人民日报), they also strike a chord with Chinese online users who harbor concerns about the potential direct repercussions of the Fukushima water release. The decision to entirely halt the import of Japanese aquatic products is decided by higher authorities, and reinforced by overwhelming public support.
This public support also arises from concerns about the implications of Japan’s decision for the well-being of Chinese citizens. These anxieties are intensified by reports in Chinese media, such as a recent one that highlighted “heavy rainfall in Osaka on the day of nuclear water discharge” (#日本核污染水排海当天大阪突降暴雨#, 230 million views). This report insinuated a direct link between the water discharge and the sudden rainstorm.
REPEATING PATTERNS
3: Panic Buying of Salt #中盐集团回应食盐抢购现象#
The commotion surrounding the news that Japan would start discharging the contaminated water into the ocean has led to people hoarding salt in supermarkets across the country. Online shops also ran out of salt.
Some online photos showed people leaving the supermarket with boxes filled with bags of salt.
The rush to hoard salt originates from worries about salt shortages, but it’s also driven by the belief that salt can act as an antidote for radiation poisoning. However, table salt is actually not advised to be used as a substitute for potassium iodide (KI) as it does not help with radiation poisoning, and eating large amounts could be harmful.
Panic buying before a lockdown? No, those days are over. It's hoarding salt in light of Japan's move to start discharging treated Fukushima water into the ocean, which has sparked consumer concerns over salt supplies combined with idea that salt can help protect against radiation pic.twitter.com/BLfgvGBRzT
— Manya Koetse (@manyapan) August 25, 2023
The surge in panic buying is tied to concerns about the repercussions of radioactive water in the sea. However, it also reflects a recurring pattern witnessed over the three years of dealing with Covid in China and pre-lockdown hoarding tendencies (see for example, or here), giving people a sense of control in a situation that is out of their control.
Meanwhile, salt industry associations and groups nationwide have appealed to the public not to engage in panic buying or hoarding of salt, stating that China has plenty of salt resources and that 90% of its salt production is not sea salt and remains completely unaffected by Japan’s nuclear pollution (#中盐集团回应食盐抢购现象#, 170 million views).
CONSUMER ACTIVISM
4: Consumer Boycott of Japanese Cosmetics #多家日妆品牌遭遇退货#
In the aftermath of the Japanese government’s formal announcement regarding the release of treated nuclear water into the sea, a substantial number of Chinese netizens have not only expressed their intent to abstain from consuming Japanese food, but have also committed to refraining from purchasing other Japanese products, including cosmetics.
Japanese cosmetic brands, including SK-II, Shiseido and Kose, are usually very popular among Chinese consumers. But since June 2023, when the tests began to discharge treated radioactive wastewater into the sea, consumers raised concerns about the safety of products originating from Japan.
According to Jing Daily, an online poll was conducted via social media app Xiaohongshu at the time. Out of 4,472 participants surveyed, approximately 79 percent conveyed their intention to discontinue the use of Japanese skincare and makeup products due to safety apprehensions.
This week, in a Weibo poll conducted by Sina News, more than 90 percent of respondents expressed their determination to stop buying Japanese cosmetics. Meanwhile, the hashtag “Several Japanese Cosmetic Brands See Items Returned” (#多家日妆品牌遭遇退货#, 120 million views), was among the top trending hashtags on Weibo.
This not only highlights their concerns about the safety of these products but also reflects a form of consumer nationalism, where boycotting Japanese goods becomes a manifestation of political activism.
The nationalistic intent behind this consumer behavior is emphasized by the state media outlet People’s Daily. They reported a news item about Chinese consumers purportedly returning Japanese cosmetics under the slogan: “We Endorse Made-in-China” (#我为国货代言#).
HIGHLIGHTING JAPANESE PROTEST AT HOME
5: The People Can’t Bear It #日本核污染水排海民众忍无可忍#
Other trending hashtags highlight how Japanese people themselves are also allegedly opposing their government’s decision to release Fukushima water.
One trending hashtag, “People Can’t Bear Japan Discharging Nuclear-Contaminated Water Into the Sea” (#日本核污染水排海民众忍无可忍#), has garnered over 710 million views on Weibo. It showcases how Fukushima residents expressed their concerns to Chinese reporters, criticizing the Japanese government and reiterating their opposition to the decision to release the radioactive water into the ocean.
Another popular hashtag is “Japan Scolded for Promoting Nuclear Contaminated Water to Students” (#日本向学生宣传核污水安全被骂#, 110 million views). Since 2021, the Japanese government allegedly distributed pamphlets at schools around the country to promote the “safety” and “lack of impact on health” of nuclear contaminated water.
Chinese media report how local educators have criticized these pamphlets for “deceiving innocent children.”
While there is an online inclination to distinguish between the Japanese government and the Japanese people, there are also online trends that criticize Japanese residents. For instance, there’s a story circulating about Japanese individuals swimming in the sea on August 25 (#核污水排海后日本人在海里游泳#). Some comments read, “You see, they just don’t care,” while many others exhibit clear anti-Japanese sentiments, saying, “Let them swim in it and drink their contaminated water.”
In light of the waves of anti-Japanese sentiments that China’s online media environment has seen over the past few days, the Japanese embassy in Beijing issued a warning to Japanese citizens in China on its website on August 25. They advise Japanese citizens to be careful when going out, and to refrain from “unnecessarily speaking Japanese loudly” (#日本大使馆提醒在华日本民众不要大声说日语#).
Meanwhile, at the time of writing, another Japan-related hashtag has surged to the number one spot on Weibo’s top trending lists, namely “Two Earthquakes In One Day” (#日本一天内两次地震#, 210 million views), about Japan experiencing two offshore earthquakes. “It’s karma,” many commenters write, with others also echoing a popular view: “It’s not a coincidence. The heavens are watching.”
By Manya Koetse
With contributions by Miranda Barnes
Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:
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.
©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
Some online photos showed people leaving the supermarket with boxes filled with bags of salt.
Panic buying before a lockdown? No, those days are over. It's hoarding salt in light of Japan's move to start discharging treated Fukushima water into the ocean, which has sparked consumer concerns over salt supplies combined with idea that salt can help protect against radiation pic.twitter.com/BLfgvGBRzT
— Manya Koetse (@manyapan) August 25, 2023
CONSUMER ACTIVISM
In the aftermath of the Japanese government’s formal announcement regarding the release of treated nuclear water into the sea, a substantial number of Chinese netizens have not only expressed their intent to abstain from consuming Japanese food, but have also committed to refraining from purchasing other Japanese products, including cosmetics.
Japanese cosmetic brands, including SK-II, Shiseido and Kose, are usually very popular among Chinese consumers. But since June 2023, when the tests began to discharge treated radioactive wastewater into the sea, consumers raised concerns about the safety of products originating from Japan.
According to Jing Daily, an online poll was conducted via social media app Xiaohongshu at the time. Out of 4,472 participants surveyed, approximately 79 percent conveyed their intention to discontinue the use of Japanese skincare and makeup products due to safety apprehensions.
This week, in a Weibo poll conducted by Sina News, more than 90 percent of respondents expressed their determination to stop buying Japanese cosmetics. Meanwhile, the hashtag “Several Japanese Cosmetic Brands See Items Returned” (#多家日妆品牌遭遇退货#, 120 million views), was among the top trending hashtags on Weibo.
This not only highlights their concerns about the safety of these products but also reflects a form of consumer nationalism, where boycotting Japanese goods becomes a manifestation of political activism.
The nationalistic intent behind this consumer behavior is emphasized by the state media outlet People’s Daily. They reported a news item about Chinese consumers purportedly returning Japanese cosmetics under the slogan: “We Endorse Made-in-China” (#我为国货代言#).
HIGHLIGHTING JAPANESE PROTEST AT HOME
5: The People Can’t Bear It #日本核污染水排海民众忍无可忍#
Other trending hashtags highlight how Japanese people themselves are also allegedly opposing their government’s decision to release Fukushima water.
One trending hashtag, “People Can’t Bear Japan Discharging Nuclear-Contaminated Water Into the Sea” (#日本核污染水排海民众忍无可忍#), has garnered over 710 million views on Weibo. It showcases how Fukushima residents expressed their concerns to Chinese reporters, criticizing the Japanese government and reiterating their opposition to the decision to release the radioactive water into the ocean.
Another popular hashtag is “Japan Scolded for Promoting Nuclear Contaminated Water to Students” (#日本向学生宣传核污水安全被骂#, 110 million views). Since 2021, the Japanese government allegedly distributed pamphlets at schools around the country to promote the “safety” and “lack of impact on health” of nuclear contaminated water.
Chinese media report how local educators have criticized these pamphlets for “deceiving innocent children.”
While there is an online inclination to distinguish between the Japanese government and the Japanese people, there are also online trends that criticize Japanese residents. For instance, there’s a story circulating about Japanese individuals swimming in the sea on August 25 (#核污水排海后日本人在海里游泳#). Some comments read, “You see, they just don’t care,” while many others exhibit clear anti-Japanese sentiments, saying, “Let them swim in it and drink their contaminated water.”
In light of the waves of anti-Japanese sentiments that China’s online media environment has seen over the past few days, the Japanese embassy in Beijing issued a warning to Japanese citizens in China on its website on August 25. They advise Japanese citizens to be careful when going out, and to refrain from “unnecessarily speaking Japanese loudly” (#日本大使馆提醒在华日本民众不要大声说日语#).
Meanwhile, at the time of writing, another Japan-related hashtag has surged to the number one spot on Weibo’s top trending lists, namely “Two Earthquakes In One Day” (#日本一天内两次地震#, 210 million views), about Japan experiencing two offshore earthquakes. “It’s karma,” many commenters write, with others also echoing a popular view: “It’s not a coincidence. The heavens are watching.”
By Manya Koetse
With contributions by Miranda Barnes
Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:
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.
©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
China Brands, Marketing & Consumers
More than Malatang: Tianshui’s Recipe for Success
Zibo had its BBQ moment. Now, it’s Tianshui’s turn to shine with its special take on malatang. Tourism marketing in China will never be the same again.
During this Qingming Festival holiday, there is one Chinese city that will definitely welcome more visitors than usual. Tianshui, the second largest city in Gansu Province, has emerged as the latest travel hotspot among domestic tourists following its recent surge in popularity online.
Situated approximately halfway along the Lanzhou-Xi’an rail line, this ancient city wasn’t previously a top destination for tourists. Most travelers would typically pass through the industrial city to see the Maiji Shan Grottoes, the fourth largest Buddhist cave complex in China, renowned for its famous rock carvings along the Silk Road.
But now, there is another reason to visit Tianshui: malatang.
Gansu-Style Malatang
Málàtàng (麻辣烫), which literally means ‘numb spicy hot,’ is a popular Chinese street food dish featuring a diverse array of ingredients cooked in a soup base infused with Sichuan pepper and dried chili pepper. There are multiple ways to enjoy malatang.
When dining at smaller street stalls, it’s common to find a selection of skewered foods—ranging from meats to quail eggs and vegetables—simmering in a large vat of flavorful spicy broth. This communal dining experience is affordable and convenient for solo diners or smaller groups seeking a hotpot-style meal.
In malatang restaurants, patrons can usually choose from a selection of self-serve skewered ingredients. You have them weighed, pay, and then have it prepared and served in a bowl with a preferred soup base, often with the option to choose the level of spiciness, from super hot to mild.
Although malatang originated in Sichuan, it is now common all over China. What makes Tianshui malatang stand out is its “Gansu-style” take, with a special focus on hand-pulled noodles, potato, and spicy oil.
An important ingredient for the soup base is the somewhat sweet and fragrant Gangu chili, produced in Tianshui’s Gangu County, known as “the hometown of peppers.”
Another ingredient is Maiji peppercorns (used in the sauce), and there are more locally produced ingredients, such as the black fungi from Qingshui County.
One restaurant that made Tianshui’s malatang particularly famous is Haiying Malatang (海英麻辣烫) in the city’s Qinzhou District. On February 13, the tiny restaurant, which has been around for three decades, welcomed an online influencer (@一杯梁白开) who posted about her visit.
The vlogger was so enthusiastic about her taste of “Gansu-style malatang,” that she urged her followers to try it out. It was the start of something much bigger than she could have imagined.
Replicating Zibo
Tianshui isn’t the first city to capture the spotlight on Chinese social media. Cities such as Zibo and Harbin have previously surged in popularity, becoming overnight sensations on platforms like Weibo, Xiaohongshu, and Douyin.
This phenomenon of Chinese cities transforming into hot travel destinations due to social media frenzy became particularly noteworthy in early 2023.
During the Covid years, various factors sparked a friendly competition among Chinese cities, each competing to attract the most visitors and to promote their city in the best way possible.
The Covid pandemic had diverse impacts on the Chinese domestic tourism industry. On one hand, domestic tourism flourished due to the pandemic, as Chinese travelers opted for destinations closer to home amid travel restrictions. On the other hand, the zero-Covid policy, with its lockdowns and the absence of foreign visitors, posed significant challenges to the tourism sector.
Following the abolition of the zero-Covid policy, tourism and marketing departments across China swung into action to revitalize their local economy. China’s social media platforms became battlegrounds to capture the attention of Chinese netizens. Local government officials dressed up in traditional outfits and created original videos to convince tourists to visit their hometowns.
Zibo was the first city to become an absolute social media sensation in the post-Covid era. The old industrial and mining city was not exactly known as a trendy tourist destination, but saw its hotel bookings going up 800% in 2023 compared to pre-Covid year 2019. Among others factors contributing to its success, the city’s online marketing campaign and how it turned its local BBQ culture into a unique selling point were both critical.
Zibo crowds, image via 163.com.
Since 2023, multiple cities have tried to replicate the success of Zibo. Although not all have achieved similar results, Harbin has done very well by becoming a meme-worthy tourist attraction earlier in 2024, emphasizing its snow spectacle and friendly local culture.
By promoting its distinctive take on malatang, Tianshui has emerged as the next city to captivate online audiences, leading to a surge in visitor numbers.
Like with Zibo and Harbin, one particular important strategy used by these tourist offices is to swiftly respond to content created by travel bloggers or food vloggers about their cities, boosting the online attention and immediately seizing the opportunity to turn online success into offline visits.
A Timeline
What does it take to become a Chinese ‘celebrity city’? Since late February and early March of this year, various Douyin accounts started posting about Tianshui and its malatang.
They initially were the main reason driving tourists to the city to try out malatang, but they were not the only reason – city marketing and state media coverage also played a role in how the success of Tianshui played out.
Here’s a timeline of how its (online) frenzy unfolded:
- July 25, 2023: First video on Douyin about Tianshui’s malatang, after which 45 more videos by various accounts followed in the following six months.
- Feb 5, 2024: Douyin account ‘Chuanshuo Zhong de Bozi’ (传说中的波仔) posts a video about malatang streetfood in Gansu
- Feb 13, 2024: Douyin account ‘Yibei Liangbaikai’ (一杯梁白开) posts a video suggesting the “nationwide popularization of Gansu-style malatang.” This video is an important breakthrough moment in the success of Tianshui as a malatang city.
- Feb – March ~, 2024: The Tianshui Culture & Tourism Bureau is visiting sites, conducting research, and organizing meetings with different departments to establish the “Tianshui city + malatang” brand (文旅+天水麻辣烫”品牌) as the city’s new “business card.”
- March 11, 2024: Tianshui city launches a dedicated ‘spicy and hot’ bus line to cater to visitors who want to quickly reach the city’s renowned malatang spots.
- March 13-14, 2024: China’s Baidu search engine witnesses exponential growth in online searches for Tianshui malatang.
- March 14-15, 2024: The boss of Tianshui’s popular Haiying restaurant goes viral after videos show him overwhelmed and worried he can’t keep up. His facial expression becomes a meme, with netizens dubbing it the “can’t keep up-expression” (“烫不完表情”).
The worried and stressed expression of this malatang diner boss went viral overnight.
- March 17, 2024: Chinese media report about free ‘Tianshui malatang’ wifi being offered to visitors as a special service while they’re standing in line at malatang restaurants.
- March 18, 2024: Tianshui opens its first ‘Malatang Street’ where about 40 stalls sell malatang.
- March 18, 2024: Chinese local media report that one Tianshui hair salon (Tony) has changed its shop into a malatang shop overnight, showing just how big the hype has become.
- March 21, 2024: A dedicated ‘Tianshui malatang’ train started riding from Lanzhou West Station to Tianshui (#天水麻辣烫专列开行#).
- March 21, 2024: Chinese actor Jia Nailiang (贾乃亮) makes a video about having Tianshui malatang, further adding to its online success.
- March 30, 2024: A rare occurrence: as the main attraction near Tianshui, the Maiji Mountain Scenic Area announces that they’ve reached the maximum number of visitors and don’t have the capacity to welcome any more visitors, suspending all ticket sales for the day.
- April 1, 2024: Chinese presenter Zhang Dada was spotted making malatang in a local Tianshui restaurant, drawing in even more crowds.
A New Moment to Shine
Fame attracts criticism, and that also holds true for China’s ‘celebrity cities.’
Some argue that Tianshui’s malatang is overrated, considering the richness of Gansu cuisine, which offers much more than just malatang alone.
When Zibo reached hype status, it also faced scrutiny, with some commenters suggesting that the popularity of Zibo BBQ was a symptom of a society that’s all about consumerism and “empty social spectacle.”
There is a lot to say about the downsides of suddenly becoming a ‘celebrity city’ and the superficiality and fleetingness that comes with these kinds of trends. But for many locals, it is seen as an important moment as they see their businesses and cities thrive.
Even after the hype fades, local businesses can maintain their success by branding themselves as previously viral restaurants. When I visited Zibo a few months after its initial buzz, many once-popular spots marketed themselves as ‘wanghong’ (网红) or viral celebrity restaurants.
For the city itself, being in the spotlight holds its own value in the long run. Even after the hype has peaked and subsided, the gained national recognition ensures that these “trendy” places will continue to attract visitors in the future.
According to data from Ctrip, Tianshui experienced a 40% increase in tourism spending since March (specifically from March 1st to March 16th). State media reports claim that the city saw 2.3 million visitors in the first three weeks of March, with total tourism revenue reaching nearly 1.4 billion yuan ($193.7 million).
There are more ripple effects of Tianshui’s success: Maiji Shan Grottoes are witnessing a surge in visitors, and local e-commerce companies are experiencing a spike in orders from outside the city. Even when they’re not in Tianshui, people still want a piece of Tianshui.
By now, it’s clear that tourism marketing in China will never be the same again. Zibo, Harbin, and Tianshui exemplify a new era of destination hype, requiring a unique selling point, social media success, strong city marketing, and a friendly and fair business culture at the grassroots level.
While Zibo’s success was largely organic, Harbin’s was more orchestrated, and Tianshui learned from both. Now, other potential ‘celebrity’ cities are preparing to go viral, learning from the successes and failures of their predecessors to shine when their time comes.
By Manya Koetse
Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:
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China Arts & Entertainment
Going All In on Short Streaming: About China’s Online ‘Micro Drama’ Craze
For viewers, they’re the ultimate guilty pleasure. For producers, micro dramas mean big profit.
PREMIUM CONTENT
In February of this year, Chinese social media started flooding with various hashtags highlighting the huge commercial success of ‘online micro-short dramas’ (wǎngluò wēiduǎnjù 网络微短剧), also referred to as ‘micro drama’ or ‘short dramas’ (微短剧).
Stories ranged from “Micro drama screenwriters making over 100k yuan [$13.8k] monthly” to “Hengdian building earning 2.8 million yuan [$387.8k] rent from micro dramas within six months” and “Couple earns over 400 million [$55 million] in a month by making short dramas,” all reinforcing the same message: micro dramas mean big profits. (Respectively #短剧爆款编剧月入可超10万元#, #横店一栋楼半年靠短剧租金收入280万元#, #一对夫妇做短剧每月进账4亿多#.)
Micro dramas, taking China by storm and also gaining traction overseas, are basically super short streaming series, with each episode usually lasting no more than two minutes.
From Horizontal to Vertical
Online short dramas are closely tied to Chinese social media and have been around for about a decade, initially appearing on platforms like Youku and Tudou. However, the genre didn’t explode in popularity until 2020.
That year, China’s State Administration of Radio, Film, and Television (SARFT) introduced a “fast registration and filing module for online micro dramas” to their “Key Online Film and Television Drama Information Filing System.” Online dramas or films can only be broadcast after obtaining an “online filing number.”
Chinese streaming giants such as iQiyi, Tencent, and Youku then began releasing 10-15 minute horizontal short dramas in late 2020. Despite their shorter length and faster pace, they actually weren’t much different from regular TV dramas.
Soon after, short video social platforms like Douyin (TikTok) and Kuaishou joined the trend, launching their own short dramas with episodes only lasting around 3 minutes each.
Of course, Douyin wouldn’t miss out on this trend and actively contributed to boosting the genre. To better suit its interface, Douyin converted horizontal-screen dramas into vertical ones (竖屏短剧).
Then, in 2021, the so-called mini-program (小程序) short dramas emerged, condensing each episode to 1-2 minutes, often spanning over 100 episodes.
These short dramas are advertised on platforms like Douyin, and when users click, they are directed to mini-programs where they need to pay for further viewing. Besides direct payment revenue, micro dramas may also bring in revenue from advertising.
‘Losers’ Striking Back
You might wonder what could possibly unfold in a TV drama lasting just two minutes per episode.
The Chinese cultural media outlet ‘Hedgehog Society’ (刺猬公社) collected data from nearly 6,000 short dramas and generated a word cloud based on their content keywords.
In works targeted at female audiences, the most common words revolve around (romantic) relationships, such as “madam” (夫人) and “CEO” (总裁). Unlike Chinese internet novels from over a decade ago, which often depicted perfect love and luxurious lifestyles, these short dramas offer a different perspective on married life and self-discovery.
According to Hedgehog Society’s data, the frequency of the term “divorce” (离婚) in short dramas is ten times higher than “married” (结婚) or “newlyweds” (新婚). Many of these dramas focus on how the female protagonist builds a better life after divorce and successfully stands up to her ex-husband or to those who once underestimated her — both physically and emotionally.
One of the wordclouds by 刺猬公社.
In male-oriented short dramas, the pursuit of power is a common theme, with phrases like “the strongest in history” (史上最强) and “war god” (战神) frequently mentioned. Another surprising theme is “matrilocal son” (赘婿), the son-in-law who lives with his wife’s family. In China, this term is derogatory, particularly referring to husbands with lower economic income and social status than their wives, which is considered embarrassing in traditional Chinese views. However, in these short dramas, the matrilocal son will employ various methods to earn the respect of his wife’s family and achieve significant success.
Although storylines differ, a recurring theme in these short dramas is protagonists wanting to turn their lives around. This desire for transformation is portrayed from various perspectives, whether it’s from the viewpoint of a wealthy, elite individual or from those with lower social status, such as divorced single women or matrilocal son-in-laws. This “feel-good” sentiment appears to resonate with many Chinese viewers.
Cultural influencer Lu Xuyu (@卢旭宁) quoted from a forum on short dramas, explaining the types of short dramas that are popular: Men seek success and admiration, and want to be pursued by beautiful women. Women seek romantic love or are still hoping the men around them finally wake up. One netizen commented more bluntly: “They are all about the counterattack of the losers (屌丝逆袭).”
The word used here is “diaosi,” a term used by Chinese netizens for many years to describe themselves as losers in a self-deprecating way to cope with the hardships of a competitive life, in which it has become increasingly difficult for Chinese youths to climb the social ladder.
Addicted to Micro Drama
By early 2024, the viewership of China’s micro dramas had soared to 120 million monthly active users, with the genre particularly resonating with lower-income individuals and the elderly in lower-tier markets.
However, short dramas also enjoy widespread popularity among many young people. According to data cited by Bilibili creator Caoxiaoling (@曹小灵比比叨), 64.9% of the audience falls within the 15-29 age group.
For these young viewers, short dramas offer rapid plot twists, meme-worthy dialogues, condensing the content of several episodes of a long drama into just one minute—stripping away everything except the pure “feel-good” sentiment, which seems rare in the contemporary online media environment. Micro dramas have become the ultimate ‘guilty pleasure.’
Various micro dramas, image by Sicomedia.
Even the renowned Chinese actress Ning Jing (@宁静) admitted to being hooked on short dramas. She confessed that while initially feeling “scammed” by the poor production and acting, she became increasingly addicted as she continued watching.
It’s easy to get hooked. Despite criticisms of low quality or shallowness, micro dramas are easy to digest, featuring clear storylines and characters. They don’t demand night-long binge sessions or investment in complex storylines. Instead, people can quickly watch multiple episodes while waiting for their bus or during a short break, satisfying their daily drama fix without investing too much time.
Chasing the gold rush
During the recent Spring Festival holiday, the Chinese box office didn’t witness significant growth compared to previous years. In the meantime, the micro drama “I Went Back to the 80s and Became a Stepmother” (我在八零年代当后妈), shot in just 10 days with a post-production cost of 80,000 yuan ($11,000), achieved a single-day revenue exceeding 2 million yuan ($277k). It’s about a college girl who time-travels back to the 1980s, reluctantly getting married to a divorced pig farm owner with kids, but unexpectedly falling in love.
Despite its simple production and clichéd plot, micro dramas like this are drawing in millions of viewers. The producer earned over 100 million yuan ($13 million) from this drama and another short one.
“I Went Back to the 80s and Became a Stepmother” (我在八零年代当后妈).
The popularity of short dramas, along with these significant profits, has attracted many people to join the short drama industry. According to some industry insiders, a short drama production team often involves hundreds or even thousands of contributors who help in writing scripts. These contributors include college students, unemployed individuals, and online writers — seemingly anyone can participate.
By now, Hengdian World Studios, the largest film and television shooting base in China, is already packed with crews filming short dramas. With many production teams facing a shortage of extras, reports have surfaced indicating significant increases in salaries, with retired civil workers even being enlisted as actors.
Despite the overwhelming success of some short dramas like “I Went Back to the 80s and Became a Stepmother,” it is not easy to replicate their formula. The screenwriter of the time-travel drama, Mi Meng (@咪蒙的微故事), is a renowned online writer who is very familiar with how to use online strategies to draw in more viewers. For many average creators, their short drama production journey is much more difficult and less fruitful.
But with low costs and potentially high returns, even if only one out of a hundred productions succeeds, it could be sufficient to recover the expenses of the others. This high-stakes, cutthroat competition poses a significant challenge for smaller players in the micro drama industry – although they actually fueled the genre’s growth.
As more scriptwriters and short dramas flood the market, leading to content becoming increasingly similar, the chances of making profits are likely to decrease. Many short drama platforms have yet to start generating net profits.
This situation has sparked concerns among netizens and critics regarding the future of short dramas. Given the genre’s success and intense competition, a transformation seems inevitable: only the shortest dramas that cater to the largest audiences will survive.
In the meantime, however, netizens are enjoying the hugely wide selection of micro dramas still available to them. One Weibo blogger, Renmin University Professor Ma Liang (@学者马亮), writes: “I spent some time researching short videos and watched quite a few. I must admit, once you start, you just can’t stop. ”
By Ruixin Zhang, edited with further input by Manya Koetse
Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:
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.
©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
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