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Inside the Labubu Craze

Manya Koetse

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Dear Reader,

Labubu – the hottest toy of 2025 – is making headlines everywhere these days. The little creature is all over TikTok, and from New York to Bangkok and Dubai, people are lining up for hours to get their hands on the popular keyring doll.

In the UK, the Labubu hype has gone so far that its maker temporarily pulled the toys from all of its stores for “safety reasons,” following reports of customers fighting over them. In the Netherlands, the sole store where fans can buy the toys also had to hire extra security to manage the crowds, and Chinese customs authorities have intensified efforts to prevent the dolls from being smuggled out of the country.

While the Labubu craze had slightly cooled in China compared to its initial peak, the character remains hugely popular and surged back into daily top trending charts with the launch of POP MART’s Labubu 3.0 series in late April 2025 (which instantly sold out).

Following the global popularity of the Chinese game Black Myth: Wukong, state media are citing Labubu as another example of a successful Chinese cultural export—calling it ‘a benchmark for China’s pop culture’ and viewing its success as a sign of the globalization of Chinese designer toys.

But how ‘Chinese’ is Labubu, really? Here’s a closer look at its cultural identity and the story behind the trend.

The Journey to Labubu

In the perhaps unlikely case you have never heard of Labubu, I’ll explain: it’s a keyring toy with a naughty and, frankly, somewhat bizarre face and gremlin-like appearance that comes in various colors and variations. It’s mainly loved by young (Gen Z) women, who like to hang the toys on their bags or just keep them as collectibles.

The figurine is based on a character created by renowned Hong Kong-born artist Kasing Lung (龍家昇/龙家升, born 1972), whose work is inspired by Nordic legends of elves.

Kasung Lung, image via Bangkok Post.

Lung’s story is quite inspirational, and very international.

As a child, Lung immigrated to the Netherlands with his parents. Struggling to learn Dutch, young Kasing was given plenty of picture books. The picture books weren’t just a way to connect with his new environment, it also sparked a lifelong love for illustration.

Among Kasing’s favorite books were Where the Wild Things Are by Maurice Sendak and those by Edward Gorey — all full of fantasy, with some scary elements and artistic quality.

Later, as his Dutch improved, Kasing became an avid reader and turned into a true bookworm. The many fantasy novels and legendary tales he devoured planted the seed for creating his own world of elves and mythical creatures.

Kasing as a young boy on the right, and one of his children’s illustration books on the left.

After initially returning to Hong Kong in the 1990s, Lung later moved back to the Netherlands and eventually settled in Belgium.

Following a journey of many rejections and persistence, he began publishing his own illustrations and picture books for the European market.

Kasing Lung’s earlier illustrations, image via Sina.

In 2010, Hong Kong toy brand How2work’s Howard Lee reached out to Lung. One of How2work’s missions is cultivating creative talent and supporting the Hong Kong art scene. Lee invited Kasung to turn his illustrations into 3D, collectible figurines. Kasung, a collector of Playmobil figures since childhood, agreed to the collaboration for the sake of curiosity and creativity.

Lung’s partnership with How2work marked a transition to toy designer, although Lung also continued to stay active as an illustrator. Besides his own “Max is moe” (Max is tired) picture book, he also did illustrations for a series by renowned Belgian author Brigitte Minne (Lizzy leert zwemmen, Lizzy leert dansen).

A few years later, Lung introduced what would become known as The Monsters Trilogy: a fantasy universe populated by elf-like creatures. Much like The Smurfs, the Monsters formed a tribe of distinct characters, each with their own personalities and traits, led by a tribal leader named Zimomo.

With its quirky appearance, sharp teeth, and mischievous grin, Labubu stood out as one of the long-eared elves.

When Labubu Met POPMART

Although the Labubu character has been around since 2015, it took some time to gain fame. It wasn’t until Labubu became part of POP MART’s (泡泡玛特) toy lineup in 2019 that it began reaching a mass audience.

POP MART is a Chinese company specializing in artsy toys, figurines, and trendy, pop culture-inspired goods. Founded in 2010 by a then college student, the brand launched with a mission to “light up passion and bring joy,” with a particular focus on young female consumers (15-30 age group) (Wang 2023).

One of POP MART’s most iconic art toy characters—and its first major commercial success—is Molly, designed by Hong Kong artist Kenny Wong in collaboration with How2work.

Prices vary depending on the toy, but small figurines start as low as 34 RMB (about US$5), while collectibles can go as high as 5,999 yuan (US$835). Resellers often charge significantly more.

Pop Mart and its first major commercial success: Molly (source).

POP MART is more than just a store, it’s an operational platform that cover the entire chain of trendy toy, from product development to retail and marketing (Liu 2025).

Within a decade of opening it first store in Beijing, POP MART experienced explosive growth, expanded globally, and was listed on the Hong Kong Stock Exchange.

The enormous success of POP MART has been the subject of countless marketing studies, drawing various conclusions about how the company managed to hit such a cultural and commercial sweet spot beyond its mere focus on female Gen Z consumers.

🎁 Gamifying consumption | One common conclusion about the success of POP MART, is that it offers more than just products—it offers an experience. At the heart of the brand is its signature blind box model, where customers purchase mystery boxes from specific product lines without knowing which item is inside. Those who are lucky enough will unpack a special ‘hidden edition.’ Originating in Japanese capsule toy culture, this element of surprise gamifies the shopping experience, makes it more shareable on social media, and fuels the desire to complete collections or hunt for rare figures through repeat purchases.

🌍 Creating a POP MART universe | Although POP MART has partnerships with major international brands such as Disney, Marvel, and Snoopy, it places a strong focus on developing its own intellectual property (IP) toys and figurines. In doing so, POP MART has created a universe of original characters, giving them a life beyond the store in many ways. It builds this universe both online and offline—through a wide network of ‘roboshops’ (vending machines) and by strengthening fan interest and engagement via collaborations, art shows, exhibitions, and even its own theme park in Beijing.

💖 Emotional consumption | What makes POP MART particularly irresistible to so many consumers is the emotional appeal of its toys and collectibles. It taps into nostalgia, cuteness, and aesthetic charm. The toys become companions, either as a desktop buddy or travel buddy. Much of the toys’ value lies in their role as social currency, driven by hype, emotional gratification, and a sense of social bonding and identity (Ge 2024).

The man behind POP MART and its strategy is founder and CEO Wang Ning (王宁), a former street dance champion (!) and passionate entrepreneur with a clear vision for the company. He consistently aims to discover the next iconic design, something that could actually rival Mickey Mouse or Hello Kitty.

In past interviews, Wang has discussed how consumer values are gradually shifting. The rise of niche toys into the mainstream, he says, reflects this transformation. Platforms like Douyin, China’s strong e-commerce infrastructure, and the digital era more broadly have all contributed to changing attitudes, where people are increasingly buying not for utility, but for the sake of happy moments.

While Wang Ning dreams of a more joyful world, he also knows how to make money (with a net worth of $20.3 billion USD, it was actually just announced that he’s Henan’s richest person now)—every new artist and toy design under POP MART is carefully researched and strategically evaluated before being signed.

Labubu’s journey before its POP MART partnership had already shown its appeal: Kasing Lung and How2Work had built a small but loyal fanbase pre-2019. But it was through the power of POP MART that Labubu really reached global fame.

Labubu: Most Wanted

Riding the wave of POP MART’s global expansion, Labubu became a breakout success, eventually evolving into a global phenomenon and cultural icon.

Now, celebrities around the world are flaunting their Labubus, further fueling the hype—from K-pop star Lisa Manobal to Thai Princess Sirivannavari and Barbadian singer Rihanna.

In China, one of the most-discussed topics on social media recently is the staggering resale price of the Labubu dolls.

Third edition of the beloved Labubu series titled “Big into energy” (Image via Pop Mart Hong Kong).

“The 99 yuan [$13.75] Labubu blind box is being hyped up to 2,600 yuan [$360]” (#99元Labubu隐藏款被炒至2600元#), Fengmian News recently reported.

Labubu collaborations and limited editions are even more expensive. Some, like the Labubu x Vans edition, originally retailed for 599 yuan ($83) and are now listed for as much as 14,800 yuan ($2,055).

Recently, Taiwanese singer and actor Jiro Wang (汪东城) posted a video venting his frustration over scalpers buying up all the Labubus and reselling them at outrageous prices. “It’s infuriating!” he said. “I can’t even buy one myself!” (#汪东城批Labubu黄牛是恶人#).

One Weibo hashtag asks: “Who is actually buying these expensive Labubus?” (#几千块的Labubu到底谁在买#).

Turns out—many people are.

Not only is Labubu adored and collected by millions, an entire subculture has emerged around the toy. Especially in China, where Labubu was famous before, the monster is now entering a new phase: playful customization. Fans are using the toy as a canvas to tell new stories and deepen their emotional connection, transforming Labubu from a collectible into a DIY project.

Labubu getting braces and net outfits – evolving from collectible to DIY project.

There’s a growing trend of dressing Labubu in designer couture or dynastic costumes (Taobao offers a wide array of outfits), but fans are going further—customizing flower headbands, adorning their dolls with tooth gems, or even giving them orthodontic braces for their famously crooked teeth (#labubu牙套#).

In online communities, some fans have gone as far as creating dedicated generative AI agents for Labubu, allowing others to generate images of the character in various outfits, environments, and scenarios.

Labubu AI by Mewpie.

It’s no longer just the POP MART universe—it’s the Labubu universe now.

“Culturally Odorless

So, how ‘Chinese’ is Labubu really? Actually, Labubu is not ‘Chinese’ at all—and at the same time, it is very much a product of present-day China.

🌍 Not Chinese at all

Like other famous IP characters, from the Dutch Miffy to Japan’s Pikachu and Hello Kitty, Labubu is “culturally odorless,” a term used to refer to how cultural features of the country of invention are absent from the product itself.

The term was coined by Japanese scholar Koichi Iwabuchi to describe how Japanese media products—particularly in animation—are designed or marketed to minimize identifiable Japanese cultural traits. This erasure of “Japaneseness” helped anime (from Astro Boy to Super Mario and Pokémon) become a globally appealing and commercially successful cultural export, especially in post-WWII America and beyond.

Moreover, by avoiding culturally or nationally specific traits, these creations are placed in a kind of fantasy realm, detached from real-world identities. Somewhat ironically, it is precisely this neutrality that has made Japanese IPs so distinctively recognizable as “Japanese” (Du 2019, 15).

Many Labubu fans probably also don’t see the toy as “Chinese” at all—there are no obvious cultural references in its design. Its style and fantasy feel are arguably closer to Japanese anime than anything tied to Chinese identity.

When a Weibo blogger recently argued that Labubu’s international rise represents a more powerful example of soft power than DeepSeek, one popular reply asked: “But what’s Chinese about it?”

🇨🇳 Actually very Chinese

Yet, Labubu is undeniably a product of today’s China—not necessarily because of Kasing Lung (Hong Kong/Dutch/Belgian) or How2work (Hong Kong), but because of the Beijing-based POP MART.

Wang Ning’s POP MART is a true product of its time, inspired by and aligned with China’s new wave of digital startups. From Bytedance to Xiaohongshu and Bilibili, many of China’s most innovative companies move beyond horizontal product offerings or traditional service goals. Instead, they think vertically and break out of the box—evolving into entire ecosystems of their own. (Fun fact: the entrepreneurs behind these companies were all born in the 1980s, between 1983 and 1989).

In that sense, state media like People’s Daily calling Labubu “a benchmark of China’s pop culture” isn’t off the mark.

Still, some marketing critics argue there’s room for more ‘Chineseness’ in Labubu and POP MART’s brand-building strategies—particularly through collections inspired by Chinese heritage, which could further promote national culture on the global stage (Wang 2023).

Meanwhile, Chinese official channels have already begun positioning Labubu as a cultural ambassador. In the summer of 2024, a life-sized Labubu doll embarked on a four-day tour of Thailand to celebrate the 50th anniversary of China–Thailand diplomatic relations.

The life-sized mascot of a popular Chinese toy character, Labubu, visited Bangkok landmarks and was named “Amazing Thailand Experience Explorer” to boost Chinese tourism. Image via Facebook/Pop Mart, TravelWeekly Asia.

In the future, Labubu, just like Hello Kitty in Japan, is likely to become the face of more campaigns promoting tourism and cross-cultural exchange.

Whatever happens next, it’s undeniable that Labubu stands at the forefront of a breakthrough moment for Chinese designer toys in the global market, and, from that position, serves as a unique ambassador for a new wave of Chinese creative exports that resonate with international audiences.

For now, most Labubu fans, however, don’t care about all of that – they are still on the hunt for the next little monster, and that’s enough to keep the Labubu hype burning. 🔥

📝 As always, thank you for your support as a What’s on Weibo member. I also truly appreciate those of you reaching out to share your observations or fill in more details related to articles on the website.

Just a quick heads-up that the site might be a bit quiet this week, as I’ll be in deep prep mode for a keynote talk I’m giving at the NPO’s “Festival of the Future” (June 17), hosted by the Dutch national broadcaster. I’ll be talking to Dutch media makers about China’s ever-evolving media landscape, showing how the latest digital innovations are shaking up media dynamics. Farmers are livestreaming, local officials are becoming online influencers, and state media are making viral memes…all within a tightly controlled ideological framework. If you’re interested & in the Netherlands, you can sign up to join the keynote here (in Dutch). I’ll also be sharing some key insights and research on China’s latest media innovations on What’s on Weibo soon.

By the way: make sure to click “view entire message” and expand this email so you don’t miss Ruixin Zhang’s update at the bottom, covering China’s latest crackdown on online fiction communities.

Stay in touch, and see you in the next edition!

Best,

Manya Koetse

(follow on X, LinkedIn, or Instagram)

References (other sources included in hyperlinks)

• Du, Daisy Yan. 2019. Animated Encounters: Transnational Movements of Chinese Animation, 1940-1970s. Honolulu: University of Hawaii Press.

• Ge, Tongyu. 2024. “The Role of Emotional Value of Goods in Guiding Consumer Behaviour: A Case Study Based on Pop Mart.” Proceedings of the 5th International Conference on Education Innovation and Philosophical Inquiries. DOI: 10.54254/2753-7048/54/20241623

• Liu, Enyong. 2025. “Analysis of Marketing Strategies of POP MART,” Proceedings of the 3rd International Conference on Financial Technology and Business Analysis DOI: 10.54254/2754-1169/149/2024.19257.

• Wang, Zitao. 2023. “A Case Study of POP MART Marketing Strategy.” Proceedings of the 2023 International Conference on Management Research and Economic Development. DOI: 10.54254/2754-1169/20/20230168.


What’s Featured

A deeper dive behind the hashtags



Gaming Lingo | China has a thriving gaming culture with far-reaching impact — not just on pop culture, but on language too. Even those who aren’t into gaming inevitably use expressions that come from it. In this featured article, Andrew Methven explains it all and gives 10 examples of Chinese internet slang words you probably didn’t know came from online gaming. Recommended read for anyone interested in Chinese language and good opportunity to level up your Mandarin skills.


What’s Trending

Handpicked roundup of hot hashtags & online discussions


“Taiwan Tour Group Sold to Myanmar” is the headline that’s been making its rounds on social media this week after it was reported that a group of eight tourists from Taiwan became victims of telecom fraud-related human trafficking in Myanmar. They fell for a scam involving a so-called “free trip to Thailand.”

The group had been lured to Thailand by a scam ring that promised them, among other things, short-term high-paying jobs at a Thai casino. Once in Thailand, their passports were confiscated, and they were transported to Myanmar by an ethnic armed group.

Three women from the group managed to escape after they were reportedly deemed too old to participate in the cyberfraud operations — they didn’t even know how to use a smartphone — and were then forced to pay a ransom of around US$9715 each to be released.

The whereabouts of the five younger tourists, who were allegedly resold to other scam compounds, remain unknown.

The case quickly trended on Weibo. Despite the serious nature of the news, the fact that three ladies were saved from their predicament by not being tech-savvy enough also raised some eyebrows: “I never expected that not knowing how to use a smartphone could be such an advantage,” one top commenter wrote. Read more here.

This is the first year in many that Weibo’s emoji set on mobile seemingly was not altered to accommodate censorship around June 4. In previous years, emojis used to commemorate the Tiananmen Square protests—like the candle—would quietly disappear around this date. See: The Disappearing Emoji on Weibo in Light of June 4

But this year, the candles remained. Has the “Tiananmen Incident” become less politically sensitive? Or is AI-powered censorship simply more advanced now? Considering how Tiananmen is practically the “last ‘T’ standing” (read here), my guess is that it’s the latter.

Despite the candle, censorship otherwise remained unchanged compared to other years. On Weibo, any recent mention of the phrase “it’s my duty” was completely erased. That line, in English, previously circulated online as a subtle nod to June 4—referencing a BBC interview with a young, hopeful man in 1989 on his way to the square. (“I’m going to march, at Tiananmen Square” – “Why?” – “Why? I think it’s my duty,” see video here).

Meanwhile on Xiaohongshu (aka RedNote), an app where Tiananmen is typically mentioned often as a popular sightseeing spot, there wasn’t a single result mentioning ‘Tiananmen’ for the entire day.

On Douyin, a curated selection of Tiananmen-related videos was allowed, but highly selective, like the daily flag-raising ceremony, uploaded by the official Tiananmen Flag Raising account (天安门升旗).

By the way, the candle situation seemed to vary depending on how you access Weibo. On desktop, emojis like the falling leaf (风吹叶落), candle (蜡烛), and birthday cake (生日蛋糕) were once again missing—just like in previous years. Perhaps next year, as AI-powered censorship becomes even more advanced, all the candle emojis will still be there. But it won’t matter much, as their light will likely be quickly extinguished the moment they’re used by netizens to shine on the memory of June 4.🕯️

..what else to know?

🔹 China’s national college entrance exams, the gaokao (高 考), have kicked off this weekend. As 13.35 million students sit for the exams across the country, a variety of related topics are trending on social media — from discussions about the difficulty of the history exam to widespread well-wishes from netizens cheering on the test-takers.

🔹 Trump is top trending these days, not only because of the American’s president public row with Elon Musk, but also due to the deployment of the National Guard to Los Angeles following clashes over raids on undocumented migrants. Despite the usual banter, there are also more serious online discussions about the chaos of “Western politics” and the future ahead.

🔹 A knife attack in a crowded canteen at Wuhan University made headlines on June 4. A 23-year-old Chinese student injured at least three people in a random stabbing, reportedly triggered by mental health struggles linked to academic pressure. He has since been detained, and all victims are now in stable condition.


What’s Noteworthy

Smaller news with big impact – by Ruixin Zhang


Erotic fiction writers have since long walked a tightrope on the Chinese internet. In 2024, a number of writers from the online platform Haitang Literature City were summoned by the police, fined, and sentenced—some so financially burdened by legal penalities they had to turn to online loans to cover the costs.

Earlier this month, another crackdown sent shockwaves through China’s adult fiction communities. This time, the scale was broader and the enforcement more aggressive. Police in Lanzhou launched cross-provincial operations—referred to by netizens as ‘deep-sea fishing’ (远洋捕捞)—targeting not only authors of explicit content, but also those whose work was neither erotic nor monetised. Writers from all walks of life were summoned, questioned, and, in some cases, detained.

According to media reports, many caught in the latest crackdown had earned little or nothing from their writing. A significant number were university students. Some took to Weibo to share their experiences: one lost the opportunity to pursue graduate studies; a young woman described being subjected to excessive force during police questioning; and even writers whose work had barely surpassed 1,000 views were interrogated by police for up to five hours.

The harsh measures have sparked concern, particularly because so many of the affected are young, underprivileged, and legally vulnerable. In response, lawyers such as Xue Hongling and Zhao have stepped in to offer legal advice and defense. They were soon joined by law professors, mental health professionals, and other concerned individuals offering their expertise and support.

Yet despite growing public outrage, authorities have offered little explanation. As with the previous year’s crackdown, online debate has reignited over whether China’s decades-old obscenity laws are in need of reform. But as legal proceedings continue, few remain hopeful about what lies ahead.



This is an on-site version of the Weibo Watch newsletter by What’s on Weibo. Missed the last newsletter? Find it here. If you are already subscribed to What’s on Weibo but are not yet receiving this newsletter in your inbox, please contact us directly to let us know. No longer wish to receive these newsletters? You can unsubscribe at any time while remaining a premium member.

Manya Koetse is a sinologist, writer, and public speaker specializing in China’s social trends, digital culture, and online media ecosystems. She founded What’s on Weibo in 2013 and now runs the Eye on Digital China newsletter. Learn more at manyakoetse.com or follow her on X, Instagram, or LinkedIn.

Featured

Quick Eye: XChat, Orbán, and a Very Questionable Tripe-Strawberry Hotpot

A 2-minute overview of trending topics on Chinese social media, including XChat, Orbán’s defeat, and that tripe-strawberry hotpot.

Manya Koetse

Published

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🔥 Quick Eye: What’s Trending in China in 2 Minutes (April 14 | week 16 | 2026) Part of Eye on Digital China by Manya Koetse, this is a quick catch-up on what’s trending and being discussed on Chinese social media right now. Subscribe here to receive the next issue in your inbox.

 

The Big Stories

 

📌 Evergrande trial China’s fallen property giant Evergrande, once the world’s most indebted developer, and its founder Xu Jiayin (许家印) are at the center of a much-anticipated public trial in Shenzhen on April 13-14. Xu pleaded guilty to charges including fundraising fraud, illegal deposit-taking, and corporate bribery. A verdict will be announced at a later date.

📌 Lululemon investigated over “forever chemicals” American brand Lululemon is under investigation in Texas over the potential use of PFAS chemicals in its athletic apparel, which have been linked to health risks such as cancer and fertility issues. Chinese netizens and media are closely following this story: mainland China is Lululemon’s second-largest market.

📌 Diplomatic line-up in Beijing While Spanish Prime Minister Sánchez is still in Beijing, UAE Crown Prince of Abu Dhabi Khaled also arrived in China on Tuesday. Vietnamese President Tô Lâm is meeting Xi Jinping, while Russia’s foreign minister Sergey Lavrov has also arrived, and the President of Mozambique is expected later this week. Chinese newspaper Yangcheng Evening News described it as “foreign leaders lining up to visit China” (“外国政要排队访华”). The framing presents world leaders as turning to China in a turbulent time, amid tensions around Iran and the Strait of Hormuz, and declining trust in the US.

The Quick Eye

 

👁

XChat, Musk’s “Western WeChat” opens pre-registration in mainland China app store
[#“西方微信”XChat官宣上线时间#] [#马斯克版微信17日在苹果上线#]

Musk has long said he wanted X to become a WeChat-like “super app,” and now he’s finally launching XChat, already dubbed the “Western version of WeChat” (西方微信) in China. The app is set to launch on April 17 on the Apple App Store, with pre-registration available to users in mainland China. It features end-to-end encryption, no phone number requirement, no advertising, anti-screenshot and disappearing-message functions, and integrated Grok AI.

Zhihu discussions note that while XChat’s “pre-order” function is visible to Chinese iOS users, the app will likely remain inaccessible. Beyond China’s stringent platform regulations, XChat requires an X account to log in, meaning users cannot get past registration. The irony of a privacy-focused app opening pre-registration in a market where X itself is blocked has not gone unnoticed, with many commenters treating it as something of a joke.

👁

Hungary’s Orbán defeated: Chinese netizens react to pro-EU shift
[#欧尔班败选#] [##欧尔班承认败选#]

The Hungarian elections and Viktor Orbán’s defeat drew unusual attention on Chinese social media, where European politics usually aren’t a big deal. Beyond the historic loss, much of the discussion framed the outcome through a China–EU lens, especially in relation to the Russia–Ukraine war.

While state media stayed relatively neutral, some commentators emphasized that Orbán had been one of the EU’s most China-friendly leaders. Others, including Hu Xijin, pointed to more practical reasons — arguing that in the end, elections are decided by “bread and butter.”

👁

Audio recording: Shanxi judge accused of sexual harassment during divorce hearing
[#女子遭法官猥亵16分钟录音曝光#] [#山西猥亵当事人法官被停职#]

A judge at Lüliang Intermediate Court in Shanxi has come under fire after a woman accused him of molestation during her divorce proceedings. She says Judge Lü Yunsuo (吕云锁) summoned her under false pretenses and then groped, embraced, and kissed her in his office — an incident she secretly recorded on her smartwatch, capturing 16 minutes of audio.

Although she reported the case for months, no action was taken until news of the case and the recording circulated online, after which Lü was suspended. The case has sparked widespread anger, with many questioning why action was only taken after the situation drew public attention.

A Different Note

 

Tianjin University Library Q&A: Children Solve Existential Problems

A Q&A message board at Tianjin University Library (天津大学图书馆) went viral after primary school children visiting the campus answered questions left by university students. Some exchanges:

“How do you slow down growing up?”
— Child: “Enjoy the present.”

“What should I do if I’m unhappy?”
— Child: “Do something that makes you happy.”

“How can I get into Tianjin University?”
— Child: “I just came in on Open Day.”

“How do I find happiness again?”
— Child: “Watch Peppa Pig.”

“What is happiness?”
— Child: “Having an apple and thinking only about the apple.”

On My Feed

 

Bizarre Tripe & Strawberry Fusion Hotpot

Perhaps this needs a trigger warning for Sichuan foodies and hotpot purists, given the rather bizarre hotpot trend currently circulating on Chinese social media:

It’s Tripe-Strawberry Hotpot (毛肚草莓火锅), where you wrap fresh strawberries in organ meat (beef tripe 毛肚, máodǔ) — a somewhat sacred ingredient within Sichuan hotpot culture — before dipping them into spicy, simmering broth and eating them with your regular dipping sauce.

I’ve seen this pop up before, but it’s now gaining more traction—and not just as rage bait, since some people seem to genuinely enjoy it. Others, however, are shocked by how far hotpot food trends are going. One Weibo user wrote:

First, I apologize to the tripe, then to the strawberries, to the hotpot, and fourth, to myself”😅

Watch the video here.

That’s it for today — more soon!

Best, Manya

P.S. If you find this useful and aren’t a paying subscriber yet, you can support my work and receive more updates by subscribing. You can do so here.)

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Chapter Dive

Cancel-Proof: The Rise of China’s AI Actors

China’s AI actors are on the rise, and not everyone is buying it. The country’s microdrama industry offers a glimpse of what’s to come for the broader film and TV sector.

Ruixin Zhang

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Is this the real life? Is this just fantasy? In the fast-growing world of China’s AI microdramas, even virtual actors can’t escape reality. As production companies turn them into idols, audiences are voicing discomfort, while the future for human actors looks increasingly uncertain.

– By Ruixin Zhang and Manya Koetse

For Chinese audiences, AI in film and television is nothing new. In the fall of 2023, the first fully AI digital performer in a Chinese domestic drama, the character Erzhuang (二壮) in I Am Nobody (异人之下) sparked debate on Chinese social media.

Some fans, due to Erzhuang’s convincing northeastern Chinese dialect and natural expressions, almost couldn’t believe she wasn’t a real actress.

Erzhuang in I Am Nobody (异人之下) in 2023.

But Erzhuang was just the beginning.

In 2024, China Mythology (中国神话) was promoted by state media as China’s first fully AI-produced short drama series.

A year later, In My Heart, You Are One of a Kind (在我心中,你是独一无二) premiered as Hong Kong’s very first AI-generated short drama, a youth campus romance that sparked further discussion about whether AI actors could actually replace human actors.

From the two AI dramas from 2024 and 2025: China Mythology and In My Heart, You Are One of a Kind.

Those discussions were reignited in late March of this year when Shanghai-based production company Yaoke Media (耀客传媒) introduced two newly signed AI actors, Qin Lingyue (秦凌岳) and Lin Xiyan (林汐颜), who’ll be starring in the fantasy short drama Qinling (秦岭).

Qin Lingyue (秦凌岳) and Lin Xiyan (林汐颜)

Unlike earlier AI figures in microdramas, this high-profile ‘signing’ marks a shift: the company plans to develop these characters as independent IPs, much like human actors. In other words, they are to attract fans both through their on-screen performances and their off-screen ‘personalities.’

Soon after, the two AI actors created their own social media accounts on Douyin and Xiaohongshu, and began cultivating a sense of authenticity and ‘liveness’ (活人感).

A real-looking social media profile.

But as these digital performers and real actors become harder to distinguish, audience discomfort is growing, too.

 

The Rise of AI Microdramas


 

In China’s microdrama market, AI is already playing a dominant role, with “AI dramas” (AI剧 or AI短剧) standing out as a distinct creative category within the broader industry.

Microdramas, also simply known as short dramas, have been around in China for at least a decade, but have become especially popular in recent years due to their vertical, ultra-short formats, designed for quick mobile viewing and easy ‘binge watching.’ Microdramas typically run for 60 to 100 episodes, but with each episode lasting just one to three minutes, an entire season can be watched in an hour or two.

That format also makes the industry particularly well-suited to AI. It is large, fast-moving, and often operates on limited budgets, with productions turning around quickly. In this environment, using AI-generated effects and AI actors simply makes sense. This is very different from traditional drama production, which typically involves longer timelines, higher budgets, well-known actors, and less room for experimentation.

 

“AI is no longer just an add-on in China’s drama sector—it is an integral part of the production process”

 

As a result, AI is no longer just an add-on in China’s short drama sector—it is becoming an integral part of the production process, with digital actors helping to improve efficiency and reduce costs. With the launch of Bytedance’s Seedance 2.0, production costs for AI-generated videos have dropped significantly, further boosting the growth of AI microdramas.

The scale of this shift is already clear: AI microdramas are now often outpacing live-action productions on trending charts. In 2025 alone, one Zhejiang-based production company (刚刚好影视) released 229 AI micro-dramas, generating over 513 million views.

According to Sixth Tone, short dramas featuring AI actors already represented approximately 40% of the top 100 animated short dramas in January 2026.

 

Turning AI Actors into Real Idols


 

With AI and microdramas entering a kind of symbiosis, virtual actors are no longer disposable, one-off creations. They are evolving into continuous, persona-driven figures, often designed to resemble real celebrities—much like “fandom-driven actors” (流量演员), whose core function is to monetize fan attachment and sell fantasies rather than just act.

According to Yaoke Media, their plans for Qin Lingyue and Lin Xiyan are similar to those of idol models: they are expected to interact with fans, appear in multiple productions, and eventually become monetizable assets through brand endorsements and image licensing.

This also means they will likely take on the full spectrum of idol labor, including promotional events, fan service, and carefully manufactured on-screen chemistry—sometimes even “queerbaiting” (卖腐). (There’s no perfect English equivalent, but the term refers to deliberately staging romantic interactions between two male characters aimed in particular at a female “danmei” fans or “rotten girls” audiences who like indulging in such fantasies.)

In one AI costume drama, behind-the-scenes clips showed the lead actor and actress “live-streaming” together, answering fan questions, and deliberately hyping up their on-screen chemistry.

“Behind the scenes” livestream screenshots by AI actors.

Such human-coded content is now increasingly becoming an important part of the AI microdrama industry.

Some of these online videos also show the supposed perspective of “fans” and “staff” watching the actors walk around or interacting with them, creating a simulated world that some netizens feel is pushing a sense of “realness,” with comments like: “Please don’t force AI to act so human-like.”

 

“AI actors featuring in AI dramas that are watched by AI audiences, it’s the perfect closed loop”

 

For the same AI costume drama, some clips even mimic the perspective of ‘fansite admins’ (站姐)—dedicated fan photographers who typically capture and share candid, off-stage footage of real stars.

In one vlog by a supposed prop assistant, she appears as an overworked but witty crew member, taking viewers around the set, chatting with the leads, buying them coffee, and even stepping in as an extra.

“Behind the scenes” of an AI microdrama.

These glimpses of everyday, behind-the-scenes life all feel oddly real, but everything is AI-generated: the actors, the sets, the audience interactions, the staff, even the paparazzi (see example videos here and here).

For ordinary audiences, it is striking how deeply AI has already penetrated the film & television industry. Beyond criticisms of stiff expressions and rigid aesthetics, many netizens describe the new phenomenon as “uncanny” or “just too real😨.”

With AI actors now realistic enough to pass as human at a glance, but with small details like emotional expression still being off, that gap between being almost human but not quite creates a sense of discomfort among viewers, who dub these AI actors ‘stuffed monsters’ (缝合怪) or ‘stitched-together corpses’ (尸块).

More than the actors, it’s the entire ecosystem around them that makes us believe we’re watching “candid moments” of something that is not even alive. Screenwriter Wang Hailin (汪海林) was sarcastically commented on Weibo: “AI actors featuring in AI dramas that are watched by AI audiences 👍, it’s a perfect closed loop.”

 

‘Borrowing’ Facial Features


 

Besides the simulated “aliveness” of digital performers, another controversial issue surrounding the recent rise of China’s AI actors is whether these creations infringe on portrait rights. Since the debut of Qin Lingyue and Lin Xiyan, these AI figures have been criticized for appearing to use facial features from multiple real actors.

As online discussions intensify, more AI actors in microdramas have been found to resemble real celebrities. Fans of beloved Chinese celebrities such as Dilraba Dilmurat (迪丽热巴) and Xiao Zhan (肖战) have taken to Weibo to protest this kind of “face swapping” (AI换脸) and demand protection of their idols’ likenesses.

An “AI face swap” (AI换脸): an AI actor on the left, Xiao Zhan on the right.

Yaoke responded that these images were “derived from massive datasets on the internet” and did not replicate any specific individual’s features.

This only fueled further backlash. To many, the use of “massive data” suggests that anyone, celebrity or ordinary person, could potentially have their image appropriated.

 

“The vlogger discovered the face swap infringement after a friend recognized his face while watching the AI drama”

 

In related recent trending news, a Chinese content creator (白菜汉服妆造), who typically wears traditional Chinese clothing in his videos, accused Hongguo (红果短剧), ByteDance’s short drama platform, of using his likeness without authorization to create a greedy villain in the AI-generated drama Taohua Zan (桃花簪).

On the left: greedy villain in the AI-generated drama Taohua Zan. On the right: Chinese content creator (白菜汉服妆造).

The vlogger discovered the face swap infringement after a friend recognized his face while watching the drama. The series was later taken offline.

One problem is that legal frameworks around AI lag behind technological development: by the time victims try to fight back legally, the technology has already moved on, making enforcement almost impossible.

 

Better Than the Real Thing?


 

Despite the backlash against the AI-fication of China’s short drama industry, some netizens are more optimistic about its development.

One blogger recently noted that as many people have already formed near friendship-like emotional dependencies on chatbots like ChatGPT—initially seen as cold technological tools—it is entirely possible that audiences will also develop genuine attachment to AI actors.

Current limitations that still make AI actors feel stiff, such as robotic voices or unnatural expressions, will likely diminish as the technology continues to improve.

Some call binging on AI short dramas their “guilty pleasure,” just to watch the AI actors perform. As one Weibo user wrote: “The female characters are just so beautiful—seriously, unbelievably beautiful. And they’re becoming more and more realistic: their facial expressions, especially the way their mouths move, are incredibly precise. Even the makeup looks stylish, and the hair feels very real. I honestly find myself wondering what eyeshadow and mascara they’re using.”

But support for AI performers in China’s drama industry is not limited to guilty pleasures and tech enthusiasts. For some, it also reflects a broader weariness with the perceived lack of quality among human actors.

 

“If the performances of real actors are already no better than AI, why not use AI actors instead?”

 

China’s film and television industry’s strong focus on fandom culture and good-looking idols, combined with limited budgets and a lack of formal training, has produced a wave of actors who are widely criticized for poor acting and a lack of professionalism. They are also frequently caught up in controversies, from refusing to memorize lines to relying heavily on green-screen acting.

These criticisms intensified during the 2021 major scandal involving former drama actress Zheng Shuang (郑爽), who had long faced criticism over her acting. A leaked recording at the time revealed she was earning a staggering 2.08 million RMB per day (roughly $320,000 then). Since then, “2.08 million” (208万) has become a derogatory label for fandom-driven actors who get high pays despite low-quality performances.

Amid weak acting and a distorted pay structure, many viewers have been calling for change. A common sentiment is: if their performances are already no better than AI, why not use AI actors, and give real actors a sense of crisis?

 

From Cancel Culture to AI Actors


 

But will the use of AI actors actually push the industry to improve human actors, or simply replace them?

Some Chinese industry insiders remain optimistic, arguing that AI can never fully replicate the nuance of human emotion. Among those who have spoken out are A-list actors such as Zhang Ruoyun (张若昀) and Feng Yuanzheng (冯远征), president of the Beijing People’s Art Theatre.

Others, however, are less optimistic.

 

“China’s “cancel culture” will eventually make AI actors an increasingly attractive bet for industry investors”

 

Agan Jackie (阿甘Jackie), a streamer working in the film industry, pointed out in a recent podcast that China’s “cancel culture” will eventually make AI actors an increasingly attractive bet for industry investors.

Although there’s “cancel culture” in the Western entertainment industry as well, the moral bar for Chinese celebrities is exceptionally high: anything from tax evasion to littering, simply being rude to fans could destroy an actor’s commercial value. The superstar Fan Bingbing (范冰冰), for example, disappeared from public view after a tax evasion scandal. Even after repaying her debts, she is still effectively banned from mainland productions.

China’s cancel culture is also closely tied to political red lines. One remark or move – intended or not – could end a career overnight. Zhang Zhehan (张哲瀚), an actor who quickly rose to fame a few years ago, vanished from the industry after photos surfaced of him posing near the Japanese Yasukuni Shrine.

For production companies and streaming platforms, such unpredictability creates a high-investment, high-risk environment. “Scandal-proof” AI actors offer a low-risk substitute.

This perhaps also plays a major role in why major streaming platforms such as Tencent and iQiyi are now promoting or encouraging the use of AI actors through AI feature film experiments, with the first fully AI-generated commercial blockbusters expected to be released later this year.

 

A Glimpse into the Future


 

At the recent China TV Drama Production Industry Conference, it became clear that the industry is undergoing something of an earthquake, with major changes ahead: while top actors will continue to function as traffic drivers, demand for human actors is expected to decline, and much of the mid- and lower-tier acting segment (such as extras and body doubles, but also voice actors) could largely disappear as it becomes replaceable by AI.

The microdrama industry, already heavily infiltrated by AI, offers a glimpse of the future of the broader TV and film industry when it comes to digital performers.

Microdrama actress Zhou Ye (周野) recently said that her pay has been slashed by 50% since AI-driven microdramas flooded the market, leaving many more actors jobless. For the 140,000 registered extras at Hengdian World Studios, China’s largest filming base, these developments could have far-reaching consequences.

Sometimes, these actors even sign away their fate—quite literally—as some companies now require “AI authorization” clauses as a condition of employment, effectively selling their digital likeness just to get a job. Companies can then create AI actors based on real individuals. Chinese talent management company Yuxiao Media (聿潇传媒) has introduced six such AI actors, directly modeled on real performers.

 

“The microdrama industry, already heavily infiltrated by AI, offers a glimpse of the future of the broader TV and film industry when it comes to digital performers”

 

One of these, influencer Han Anran (韩安冉), openly stated during a livestream that she had sold her likeness rights for AI creation. Playing into public criticism of her acting and heavily altered appearance, she said this was the best way to monetize her image. She even wondered that if her AI doppelganger were ever to win an award, whether she or the AI should go on stage to accept it.

Han Anran (韩安冉) on the left and the AI actress modeled after her on the right.

Perhaps nobody likes to see ordinary actors’ livelihoods being taken over by AI. But despite concerns about shrinking job opportunities, China is unlikely to see Hollywood-like strikes, as it lacks unions or organizations comparable to SAG-AFTRA or the AFL-CIO, which focus on labor representation beyond awards and industry guidelines.

For now, the only collective pushback against the full “AI-fication” of the industry comes from Chinese netizens themselves: boycotting platforms and production companies using AI actors, and voting with their views. Ultimately, only when public demand for realness becomes strong enough to threaten profits—or when laws finally catch up—will there be a sense of security for the people behind the screen—the real ones.

By Ruixin Zhang, with editing and additional context by Manya Koetse

©2026 Eye on Digital China/Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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