These days, a viral meme originating from the Chinese TV series Three Kingdoms (三国) has gained significant traction on Chinese social media.

In a memorable scene from the 2010 series, Cao Cao, a prominent warlord in Chinese history played by actor Chen Jianbin (陈建斌), angrily flips his rice bowl upon receiving news of a surprise attack, only to gather the spilled rice back into the bowl later.

This scene featuring an enraged Cao Cao has resurfaced and struck a chord with individuals reluctantly facing reality.

This short scene from the 2010 Chinese historical drama "Three Kingdoms" – in which Cao Cao angrily flips over his rice bowl on the table and then shortly after puts it all back in the bowl – has gained significant traction on Chinese social media recently. pic.twitter.com/DrM3Xgi35F

— What's on Weibo (@WhatsOnWeibo) June 3, 2023

Turning into a popular meme, Cao Cao flipping the rice bowl has become widely employed to convey sentiments of self-inflicted humiliation or the hesitation to undertake certain actions.

The Context of the Scene

The specific scene comes from episode 12 of the Three Kingdoms. Warlord Cao Cao, who is governor of Yan Province, is enjoying his meal when his advisor comes in to inform him about a surprise attack by Chinese military general Lü Bu (吕布), capturing almost the entire province.

The meme of “曹操盖饭.” The term “盖” is often translated as “covering” or “capping.” When combined with 饭 (rice), it forms a noun that refers to a dish where various toppings, such as cooked meat or sauces, cover the rice, similar to a Donburi-style meal.

Upon receiving this alarming report, Cao Cao’s anger flared, and he promptly flipped his rice bowl upside down on the table, an act now commonly referred to as “Cao Cao flips the rice bowl” (曹操盖饭).

Cao Cao’s anger was intertwined with disbelief at Lü Bu’s audacity to execute such a daring attack. Cao Cao’s advisor swiftly clarified that the mastermind behind the attack was Lü Bu’s strategist, Chen Gong (陈宫), who was also renowned as a brilliant strategist during the Three Kingdoms era.

As he grasped the true situation, Cao Cao gradually regained his composure and meticulously gathered the spilled rice back into his bowl – an act now known as “Cao Cao retrieving his bowl of rice” (曹操撤回了一碗饭),- before resuming his meal.

The catchphrase that is used to describe Cao Cao retrieving his rice utilizes the word “chèhuí” (撤回), which means “to recall” or “to retract.” It can be understood as “Cao Cao recalled his bowl of rice,” drawing a parallel to the recall function in WeChat that allows users to retract or cancel a message after it has been sent.

How To Use the Meme

The contrast between the forceful act of flipping the rice bowl and the subsequent unwillingness and silence displayed while putting the scattered rice back into the bowl is a key factor contributing to the meme’s viral nature on the internet.

Netizens have creatively applied Cao Cao’s meme in various situations to express their own internal struggles or a sense of self-inflicted humiliation they experience (自己打自己脸).

For instance, the meme effectively captures the feelings of both white-collar workers and students who utilize the “Cao Cao flips the rice bowl” meme on Fridays. On this day, they express their frustration with the demanding work week and their eagerness to leave their tasks behind.

On Friday it's f*ck this job… pic.twitter.com/S8cHTQOzgX

— What's on Weibo (@WhatsOnWeibo) June 3, 2023

However, the arrival of Monday brings a sense of reality as they realize the necessity of returning to the office or school. The “Cao Cao retrieves his bowl of rice” meme is then employed to represent the unavoidable resumption of their daily routines.

…on Monday, it's back to work… pic.twitter.com/ST1v8eqjyq

— What's on Weibo (@WhatsOnWeibo) June 3, 2023

Meme via Memebase / Cheezburger.

In this regard, the meme is somewhat comparable to the English “F*ck This Job, *Goes to Work*” meme (link).

“Not Possible, Absolutely Not Possible”

It is not the first time for Three Kingdom‘s Cao Cao to achieve viral status through memes.

Prior to the emergence of the ‘Cao Cao flips/retrieves the rice’ meme, Cao Cao was already well-known for another meme phrase: “Not possible, absolutely not possible” (“不可能，绝对不可能”).

This meme originated from a scene where Cao Cao received news of Liu Bei’s rebellion, immediately after confidently asserting that Liu Bei, another major warlord, would never betray him.

“Not possible, absolutely not possible”

The meme captures the essence of self-deception and the unwillingness to accept the truth. Similar to the current popular meme, this meme is often used to depict situations where someone unintentionally exposes their own flaws or contradicts their previous statements, symbolizing a self-inflicted “slap in the face.”

Read more of our articles about memes in China here.

By Zilan Qian

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With its focus on hard farm work and meeting actual targets, Become a Farmer is a fresh breeze of air for China’s variety show business, especially among young Chinese viewers who appreciate the show’s authenticity and the calmness of the rural scenes that pose a stark contrast with stressful urban life.

The Chinese variety show Become A Farmer has achieved tremendous popularity in China recently through the iQIYI platform, which is often hailed as the Chinese equivalent of Netflix. Become A Farmer recently gained over 4.6 billion (!) views on Weibo through the hashtag #种地吧# (Zhǒng dì ba), which translates to “Let’s Plant” or “Let’s Farm” in English and also happens to be the show’s name in Chinese.

Produced by iQIYI and Blue Sky Media Group (BSMG), Become A Farmer (Young Men edition) is a documentary-style interactive reality show that revolves around the theme of farming, with actual farm work as its central focus.

The show handpicked ten young men out of 300 candidates to assemble a “farming team.” With unwavering dedication, they toiled for over 190 days, diligently cultivating 142.8 mu (approximately 95,200 square meters) of land. They actively engaged in every aspect of farm work, starting from planting a single seed and guiding the audience through the complete journey of rice germination, growth, flowering, and ultimately reaping the harvest.

Chinese netizens have drawn comparisons between the show and the British television documentary series Clarkson’s Farm. Playfully, they remarked that if Clarkson’s Farm were to be introduced in the Chinese market, it could aptly be renamed “Become A Farmer (Old Men Edition).”

Become A Farmer released its first episode on February 4 of this year, initially receiving limited attention. However, as subsequent episodes were released, the show started garnering increased interest, with the audience discovering the genuine dedication of the ten young men towards their farming endeavors – and that it was not just for show.

The show’s nomination for the Shanghai TV Festival, and its current rating on Douban.

Its rating on Douban, China’s IMDB, has climbed up to 8.9 out of 10. Meanwhile, the series has been nominated for the prestigious Magnolia Award for Best Variety Program at the 28th Shanghai TV Festival.

A Fresh Take on Chinese Idol Survival Shows

Become A Farmer initially caught the attention of many Chinese netizens through the humorous jokes of veteran comedian Pang Bo during the fifth season of the stand-up comedy competition Rock & Roast.

At that time, the show had not yet been aired but its format had already been introduced during a media conference, and Pang Bo (庞博) had heard about it.

In Pang’s joke, he compared the show to a farmer version of idol survival shows, proposing that the four individuals who made the greatest contributions to the final harvest could come together as a group, forming a new generation of F4 (referring to the popular Asian boy band), playfully dubbed “Farmer 4.”

Pang Bo joking about the upcoming show.

While Chinese netizens were initially amused by this joke, little did they realize that iQIYI was actually turning it into a reality, albeit without the comedic intent.

“Food is not something we can take lightly with jokes and banter, especially considering the size of our farmland, which spans approximately 140 mu and has the potential to provide sustenance for many people. This is a matter of responsibility and morality,” stated Yang Changling (杨长岭), the show’s director.

Normally, Chinese entertainers are compensated for their involvement in reality or variety shows, as they play a crucial role in generating engaging content. Such shows often seek out celebrities with a large online fan base to ensure a favorable viewership.

But Become A Farmer is different. Among the ten young men, no one is a typical celebrity that has a huge fan base online. Moreover, they are not paid for filming the show but have to earn from the land rented from local farmers through their own hard work.

To legally sell the products grown on their farmland, the ten young men took the step of registering an official company. This registration allowed Chinese netizens to verify the company’s information on the government website, providing evidence of the project’s authenticity. As the information about the company circulated, the related hashtag (#种地吧 开公司#) gained traction on Weibo, eventually trending when the ten young men received their official company certificate.

(Snapshot from the show /The ten young men received the certificate of their company)

Become A Farmer leans more towards being a documentary rather than a traditional entertainment program. To underscore its authenticity, a novel approach has been adopted in China’s variety show landscape. It airs live for one hour every day, beginning at 9:30 am, synchronizing with the young men’s start of work. This timing allows netizens, who typically commence their own workday around that time, to actively participate as ‘online supervisors,’ overseeing the ten young men’s daily tasks while starting on their own tasks of the day.

Through livestreaming on both Weibo and Douyin (the Chinese version of TikTok), the show creates a natural teaser for the edited reality series while embodying its interactive nature.

As an additional element, the ten young men occasionally share vlogs on Weibo and Douyin during the filming process. This unique combination of long-form reality show footage + livestreaming + vlogs allows the audience to closely follow and stay updated on the progress of the ten young men’s work over the span of more than 190 days.

The show’s concept of gathering relatively unknown young men aspiring to make a breakthrough in the entertainment industry bears resemblance to popular shows like Youth With You, also produced by iQIYI. However, Youth With You‘s third season was suspended in 2021 for wasting large amounts of milk amid the China’s strengthened efforts in eradicating wasting food; viewers were ecouraged to buy bottled Mengniu milk and scan QR codes inside the caps to vote for their favorite trainees, which led to fans buying tons of bottles only to vote and getting rid of the milk.

Clearly, iQIYI has learned from the past and taken a different approach with Become A Farmer. In this show, there are no milk-wasting competitions or cutthroat rivalries. Instead, the ten young men are united in their goal to complete the farm work together and to run the company and get rid of its debt.

Focus on Vital China Topics: Empowering Youth, Food Security, and Rural Revitalization

Various topics that are relevant in today’s China come together in Become a Farmer. The show also explicitly addressed its objectives in producing this diverse variety show and released a pre-episode to emphasize the importance of food security and shed light on the challenges faced by Chinese youth upon entering the workforce.

In recent years, China has placed significant emphasis on food security, with leaders repeatedly stressing the need to ensure that “the Chinese rice bowl is firmly held in our own hands.”

The China Agricultural Outlook Report (2023-2032), released on April 20, outlined the ongoing consolidation of China’s food security foundation for the next decade. Notably, all 103 million hectares of permanent farmland will be transformed into high-standard farmland. The report also highlighted plans to diversify import channels for agricultural products, improve the trade structure, and reduce grain imports by 19.7 percent over the next decade.

During the pre-episode of the show, an expert who provided training courses to ten young men emphasized the need to address the aging agricultural workforce in China’s agricultural development.

Simultaneously, in 2023, China witnessed a record-breaking number of graduates, reaching 11.58 million.

Given the increasing digitalization in agriculture, encouraging young people to pursue farming careers emerges as a viable solution. By becoming New Era Farmers (新农人) and actively participating in the nine tasks outlined in China’s “No. 1 central document” for 2023, which promotes rural vitalization comprehensively, young talent can contribute to the development of rural areas instead of solely pursuing white-collar jobs in urban areas.

A Rural Trend in Chinese Entertainment

The increasing appeal of rural life among young people in China is reflected in a survey conducted by the Social Survey Center of China Youth Daily (中国青年报社社会调查中心) in September 2022. The survey revealed that 70.9% of the respondents believed that the countryside has become more attractive to young individuals. Factors such as a slower pace of life, lower pressure, and reduced costs were cited as the main reasons why young people find rural areas appealing.

As transportation and internet connectivity have gradually improved, rural life in China is no longer seen as isolated and cut off from the rest of the world. This transformation has sparked a growing interest in living in the countryside, particularly among young people. The countryside’s allure lies in its simplicity, natural beauty, and the chance to escape the fast-paced and hectic city life.

This growing interest in rural life may explain the popularity of shows like Become a Farmer. The commitment demonstrated by the ten young men to their farm work has garnered applause from Chinese netizens. Overcoming challenges such as working in adverse weather conditions, assisting with difficult births for animals, and engaging in physically demanding tasks have showcased their dedication and hard work. These aspects have resonated with the audience and contributed to the show’s success.

(The ten young men are diligently digging drainage ditches in the farmland during chilly weather, working hard to ensure they meet the planting season deadline.)

Snapshot from the show: Jiang Dunhao, the oldest among the ten young men and chairman of the company, joins forces with He Haonan to support in the challenging task of aiding the delivery of difficult births for ewes. Together, they strive to save the life of a premature lamb, seeking guidance from a professional veterinarian through online assistance.

Originally planned to conclude after 39 episodes, the show’s production team has decided to extend it to 50 episodes due to the abundance of material gathered from over 190 days of farm work and the increasing interest and positive feedback from viewers. This extended episode count goes beyond the typical duration for a variety show, highlighting its exceptional popularity.

It is evident that iQIYI, the broadcasting platform behind the show, is keen on fulfilling its alleged social responsibility to promote the importance of food security and sustainable food production, farming, and showing that young individuals that they can thrive in rural areas.

Capitalizing on the success of the reality show, iQIYI has also released a teaser for an upcoming drama called Romance on the Farm (田耕纪), which also revolves around farming. This drama portrays a contemporary woman unexpectedly finding herself in the countryside during the Song Dynasty and embarking on a journey of farming, prosperity, and love alongside the enigmatic Shen Nuo.

In the last couple of years, there were several countryside-themed dramas that showcased China’s rural revitalization efforts and highlighted the involvement of younger generations in supporting their rural hometowns, such as On The Way to Hope (在希望的田野上) or The Story of Xing Fu (幸福到万家) which starred the renowned Chinese actress Zhao Liying.

The success of Become a Farmer, the upcoming Romance on the Farm, and the overwhelming enthusiasm among Chinese viewers for these shows suggest that farming has become the latest ‘hip’ trend in China’s entertainment industry. It seems that plowing fields and tending to crops have now found their place in the limelight. With the growing interest and excitement surrounding these shows, it’s safe to say that we can expect a blooming harvest of more Chinese productions focused on farm work and rural life in the near future.

Watch “Become a Farmer” on Youtube here (including English subtitles).

By Wendy Huang
Follow @whatsonweibo

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