China Brands, Marketing & Consumers

Top 10 Most Popular Smartphones in China (Fall/Winter 2020)

From OPPO to iPhone, these are the most popular smartphones in China at the moment.

Published

4 years ago

October 29, 2020

Manya Koetse

These are the most popular smartphone brands and devices in China right now. An overview by What’s on Weibo.

It’s been a while since What’s on Weibo last did a top 10 of most popular / top-rated smartphones in China (link). Because the latest smartphone models have been attracting a lot of attention on Chinese social media recently, it is high time for another update.

Apple’s iPhone 12 series, Huawei’s Mate 40, and Samsung’s Note 20 series are among the most discussed smartphones this season, but there are so many more devices gaining popularity over the past few weeks and months.

In previous years, there was a strong focus on bezel-less screens, trendy designs, and selfie camera quality. Now, there’s a shifting focus on 5G, (8K) video and multiple cameras, fast charging technology, and overall fast performance. All models in this list are 5G ready.

For this list, we loosely follow the popularity rankings of Zol, a leading IT portal website in China that compiles its lists based on the data provided by its own Internet Consumer Research Center (ZDC 互联网消费调研中心).

Since its top ten rankings are changing every day, we also take into account how much views and clicks these latest models are receiving on social media site Weibo. If multiple models of the same series occur in different places in the official rankings, we’ve put them under one ranking together (e.g. the OPPO Reno 4 SE and the OPPO Reno 4 Pro, or the Huawei Nova 7 Pro and Huawei Mate 40).

China’s most popular smartphone brands at this moment are OPPO, Vivo, Huawei, Apple, and Honor.

When popular Weibo blogger Gǎojī Juéshì (@搞机爵士,2.1 million fans) recently asked his followers which flagship phone of the moment they would choose – Apple’s iPhone 12, Huawei’s Mate 40, or Samsung’s Note 20 – a majority of 49% of respondents voted for the Huawei brand. 43% voted Apple, and 8% voted Samsung.

Although the number one of this list, the OPPO Reno4, has consistently been holding the number one spot in last week’s ranking, the other models are shifting places in the top rankings, so this is not an ‘official’ top ranking list, just one that is compiled by us following the latest trends.

1. OPPO RENO4 SE & PRO (8GB/128GB/5G)

OPPO is a Guangdong-based brand officially launched in 2004. It is mainly known for targeting China’s young consumers with trendy designs and smart marketing. Its product quality combined with successful online marketing has made the brand super popular throughout the years.

For the Reno4, TF Boys member Wang Junkai (@王俊凯, aka Karry Wang) who has nearly 79 million fans on Weibo, is the OPPO brand ambassador promoting this model. One Weibo post by Wang promoting the Reno4 SE received over 735,000 comments and one million likes.

The OPPO Reno4 SE was officially launched in China in late September of 2020 and is not yet available for the international market.

The Reno4 SE has a 6.43-inch AMOLED display (1080 x 2400 pixels) and comes with a triple rear camera setup (48MP, 8MP, 2MP). Noteworthy is its 32MP (!) selfie camera.

It comes with 8GB of RAM and 128GB storage (no expandable storage). Some of the Reno4 SE’s other highlights include the 65W fast charging and 5G connectivity support. The smartphone runs Android 10 OS, topped with OPPO’s own ColorOS 7.2.

On Weibo, the OPPO Reno4 SE hashtag (#OPPO小光芒Reno4 SE#) has 710 million views at the time of writing.

The Oppo Reno 4 Pro is also listed in Zol’s top ranking list, ranking 8 at the time of writing. This model is slightly bigger, with a Super AMOLED display and extra memory card slot. It also has NFC and a more high-end camera. It is priced around ￥3799 ($566).

The OPPO Reno4 SE is priced at ￥2499 ($373) at JD.com and Tmall, and is one of the cheaper devices in this list – its price is nowhere near that of the Samsung Note 20 Ultra or the iPhone 12, making it much more affordable to many. The Reno4 SE smartphone comes in three color options: Super Flash Black, Super Flash Blue, and Super Flash White.

2. VIVO X50 PRO (8GB/128GB/5G)

At time of writing, not only does the Vivo x50 Pro hold the number two spot in the top popular smartphone rankings, but Vivo is also ranking as the second most popular smartphone brand in China at this moment (OPPO being number one).

Like OPPO, Vivo is another Chinese domestic brand that has gained worldwide success, first entering the market in 2009. Its headquarters are based in Dongguan, Guangdong.

When it comes to marketing its smartphones, Vivo has really focused on camera quality over the past years. Its earlier Vivo x27 device was launched as a “night photo wonder tool,” and for the Vivo x50 Pro, there is again this focus on “redefined photography,” camera light sensitivity and stabilization.

The main camera is a 48MP “Gimbal” main camera, accompanied by a 13MP, 50 mm prime portrait camera, a wide-angle lens, and 60 x optical zoom camera.

Collaborating with state media outlet CCTV, there recently was a Golden Week social media promotion of the device showing beautiful night photos from the Summer Palace.

The Vivo x50 Pro was launched in June of 2020. The slim device has a 6.56 inch AMOLED display, 1080 x 2376 pixels. Due to its powerful processor, 90 Hz high refresh & 180 Hz touch sampling rate, and gaming-centric features, the Vivo x50 Pro will also be appreciated by gamers.

By now, the Weibo hashtag associated with the Vivo x50 series (#vivo X50系列超感光微云台#) has gained over 1.7 billion views.

Many people on social media also share their own photos shot with their Vivo x50 Pro.

The Vivo x50 Pro 5G is priced at ￥3998 ($596) at e-commerce sites such as JD.com. It comes in Dark Blue and Light Blue colors.

3. Huawei Nova 7 Pro (8GB/128GB/5G) and Huawei Mate 40 (8B/128GB/5G)

Both the Huawei Nova 7 Pro and Huawei Mate 40 are in the top ranking lists of this moment. Huawei also ranks number three in official top-ranking smartphone brand lists of this moment, coming in before Apple in popularity.

The Huawei Nova 7 was released in April of 2020, and the Huawei Mate 40 series was released in China on October 30 with the Mate 40, Mate 40 Pro, and Mate 40 Pro+ (~~we’ll update this when more news comes out~~). The Mate 40 and Mate 40 Pro were previously on pre-order sale, and reportedly sold out within 30 seconds. The Mate 40, which ranks highest in popularity at this time, is an ‘entry-level’ device within the Mate 40 series.

The Huawei Mate 40 comes with a 6.76-inch Flex OLED display with a 2722 x 1344 pixels screen resolution, a 90Hz refresh rate, and a 240Hz touch sampling rate. There’s been a lot of hype surrounding the Huawei Mate 40 since it was said it would come with “a feature” that was still to be disclosed – which turned out to be the digital yuan wallet feature.

The older Huawei Nova7 Pro is a dual-sim device. It has a 6.57-inch display (1080 x 2340) and a 64MP + 8MP + 8MP + 2MP rear camera, the front camera being 32MP + 8MP.

The Weibo hashtag for the Huawei Nova 7 series (#华为nova7#) has nearly 2 billion views on Weibo at time of writing, with the Huawei Mate 40 garnering 1.2 billion views on its hashtag page (#华为Mate40#).

The Nova 7 pro is priced at ￥3699 ($550). The Nova 7 Pro was released in the colors Midnight Black, Silver, Forest Green, Midsummer Purple, and Honey Red. The Mate40 is ￥4999 ($745).

4. Samsung Galaxy Note 20 Ultra (12GB/256GB/5G)

Together with Apple, Samsung currently is among the most popular smartphone brands in the PRC that is not made-in-China. The brand seems to have been able to win back consumer’s trust after previous problems with overheating and exploding batteries.

The Galaxy Note 20 and Note 20 Ultra were launched in summer 2020. Both are top-notch devices, with a Snapdragon 865 Plus processor and a 10-megapixel selfie camera, and of course, the Note’s landmark ‘S Pen’ including new gestures.

What makes the ‘Ultra’ device different from the Galaxy Note 20 is its Gorilla Glass Victus back (which is more durable and has better drop resistance), its AMOLED screen, 108-megapixel camera, and its microSD card slot – making it possible to expand the 256GB storage with a Micro-SD of up to 1TB. Despite the price difference, the aforementioned features make it understandable that the ‘Ultra’ is a more popular choice over the Samsung Note 20 device.

The Galaxy Note 20 Ultra shoots 8K video, the highest-resolution video recording available. It is also the first Note with a 120 Hz refresh rate display. For reference: a standard smartphone display usually refreshes at 60 times per second, or at 60 Hz. This high refresh rate means you get smoother animations and navigation. The device also has a 240Hz touch sampling rate (the frequency at which the display polls for touches on the display).

With its 6.9 inch (1440 x 3088) display, the Note 20 Ultra is the biggest phone on this list. It weighs 208 grams.

On Weibo, the hashtag “Samsung Note 20” (#三星note20#) has over 330 million views. The Samsung Note 5G Ultra is available in bronze, white, and black, and is available from ￥9199 ($1370), making it the most expensive phone on this list. Although many people on Weibo say they do like this phone, the high price is an obstacle, with some saying: “The price just kills me.”

5. OnePlus 8Pro and 8T (8GB/128 GB/5G)

“Never settle” is the slogan used by OnePlus, a Shenzhen-based Chinese smartphone manufacturer founded by Pete Lau and Carl Pei in December 2013.

Both the OnePlus8Pro and the cheaper 8T models are ranking high in current top listings. The 8T was released in October of this year, while the Pro version came out earlier in April.

Both phones come with Dual-SIM, AMOLED display (120 Hz refresh rate), Gorilla Glass 5 front and back, 4K video, stereo speakers, NFC, and 48MP main cameras.

The Pro is the bigger phone – with its 6.79 inch screen and 199 grams, it comes quite close to the Samsung Note 20 Ultra. It also has a slightly more advanced quad camera.

The OnePlus 8 series hashtag (#一加8#) currently has some 1,3 billion views on Weibo.

The OnePlus 8 Pro received quite some attention on social media earlier this year, when it turned out that its ‘Photochrom’ color filter, using infrared sensors, could see through some materials, such as plastic.

The OnePlus 8 Pro 5G is priced at ￥5399 ($805), the OnePlus 8T model is priced at ￥3399 ($507).

6. iQOO 5 (12GB/128GB/5G)

The iQOO is not well-known outside of China, but it is actually a sub-brand of Vivo. iQOO is owned by the BKK Group (步步高), which also owns OPPO, OnePlus, and RealMe.

The iQOO 5 was released in August of this year. Its AMOLED display is about the same size as the OnePlus8T (6.56 inch), they both have 120Hz refresh rate screen, dual SIM, and the two phones actually seem to be competitors in multiple ways, although the iQOO is the pricier option.

The iQOO has a 16-megapixel selfie camera, its rear camera is a 50MP, along with a 13MP ultra-wide angle and 13MP depth sensor. It has 8K video recording.

On social media, the iQOO is mainly marketed as a ‘fast phone’ – and in doing so (#iQOO 5 超能竞速#) it has reached 370 million views on its hashtag page at time of writing.

The iQOO 5 is priced at ￥4298 ($640) and comes in blue or grey.

7. OPPO FIND X2 PRO (12GB/256GB/5G)

The OPPO Find X2 Pro was already launched in March of 2020 and yet it still is one of the most popular phones of the moment in China – even though it is also one of the more expensive devices in this list.

With its 6.7 inch display, it is just as big as the Apple iPhone 12 Pro Max, and in some ways it could be argued that it is a real competitor. With its 48 MP/13MP/48MP main camera and 32MP selfie camera, and, among others, stereo speakers and fast-charging features, it’s a fancy device.

Some reviewers argue the design is better than the Apple iPhone Pro, and that its display is more impressive.

The OPPO Find X2 series hashtag page (#OPPO Find X2#) has over 1.8 billion views on Weibo.

Priced at ￥5999 ($895), the OPPO Find x2 Pro comes in Black, Orange, Light Grey, Green, Lamborghini Edition, with the orange/grey/green editions all made from (vegan) leather instead of glass or plastic.

8. IPHONE 12 (4GB/128GB/5G) & IPHONE 12 PRO MAX (6GB/128GB/5G)

Despite its relatively high price, the iPhone 12 is still very popular in China – but at time of writing, still lags behind a bit in the top-ranking lists, and does not come up in the top five lists (yet).

The Apple iPhone 12 and the Pro Max were both announced on October 13, with the iPhone 12 launched later in October, along with the Apple iPhone 12 Pro. The Apple iPhone 12 Mini, like the Pro Max, is yet to be released.

The iPhone 12 is the smallest and lightest model of the 12 / 12 Pro / 12 Pro Max trio. It has a 6.1 inch (1170 x 2532) Super Retina XDR display, which is also among the smaller device displays in this list. The phone is also marketed as “the world’s smallest, thinnest, lightest 5G phone” with the “best iPhone display ever.” It comes with a dual 12-megapixel camera on the rear and a 12-megapixel selfie camera on the front.

It’s actually hard to track the views on the iPhone 12 series on Weibo since there are so many different hashtags relating to iPhone12 news – this in itself gives an idea of how popular this phone is. The most used “iPhone 12” hashtag (#iphone12#) has a staggering 9 billion views.

The iPhone 12 comes in the Black, White, Red, Green, Blue colors, and is currently priced at ￥6299 ($940) in China. The 12 Pro Max, with a giant 6.7-inch display and fancier camera, is priced at ￥9299 ($1387) – making it the most expensive phone on this list.

9. HONOR X10 & HONOR 30 (6GB/128GB/5G)

Together with the super popular OPPO’s Reno 4 SE, the Honor X10 and Honor 30 are among the more affordable devices on this list, with the X10 being slightly more popular than the more expensive Honor 30.

Honor is perhaps not as well-known outside of China as other Chinese smartphone brands are. Honor (荣耀), established in 2013, is the budget-friendly sister of the Huawei brand. The company’s sub-brand has been doing very well over the past years. Honor focuses on great value for money, and in doing so, targets younger consumers, not just with its relatively low prices, but also with its trendy designs.

The Honor X10 5G was released in May of this year, the Honor30 was released a month earlier. Size-wise, display-wise, price-wise, these Honor devices could compete with the newer OPPO Reno 4 device, with many of their specs being similar. Both devices support expandable memory.

The Honor 30 is slightly better than the X10 when it comes to pixel density and CPU speed, but this model also has a better camera setup (40+8+8+2 MP versus 40+8+2 MP).

The X10, however, has a stronger battery (4300mAh) and a bigger screen (6.63 inches).

Honor30 hashtag (#荣耀30#) has garnered 3,5 billion views on Weibo thus far; the X10 is also popular on social media (#荣耀x10#) with 1,1 billion clicks.).

The Honor X10 is priced at ￥2199 ($328). The Honor 30 is ￥2699 ($402).

10. XIAOMI 10 (8GB/128GB)

Since the launch of its first smartphone in 2011, Beijing-brand Xiaomi has become one of the world’s largest smartphone makers.

The Xiaomi 10, released in May 2020, is a dual SIM device that comes with a 6.67-inch (2340 x 1080) AMOLED display with a 90 Hz refresh rate, a strong 4780 mAh battery, and 108+13+2+2 MP rear camera. It also supports 5G and has quick charging, so it’s a very 2020 device. According to Gadgets Now, the Xiaomi 10 “lives up to the hype.”

With over 3,2 billion views on the Xiaomi 10 hashtag page on Weibo (#小米10#), the Xiaomi brand also succeeded to create an online hype earlier this year. Discussions were mostly focused on the model’s camera performance and its screen.

The Xiaomi 10 is priced around ￥3499 ($521), with cheaper deals available. It comes in black, grey, green, and pink.

For clarification, we’ll list the aforementioned devices again, based on pricing, with the most expensive devices coming first. Note that these are the approximate prices for the Chinese market, which might be (very) different outside of China:

1. iPhone 12 Pro Max / ￥9299 ($1387)
2. Samsung Note 20 5G Ultra / ￥9199 ($1370)
3. iPhone 12 / ￥6299 ($940)
4. OPPO Find x2 Pro / ￥5999 ($895)
5. OnePlus 8 Pro 5G / ￥5399 ($805)
6. iQOO 5 / ￥4298 ($640)
7. Vivo x50 Pro 5G / ￥3998 ($596)
8. OPPO Reno4 Pro / ￥3799 ($565)
8. Huawei Nova 7 Pro 5G / ￥3699 ($550)
9. Xiaomi 10 / ￥3499 ($521)
10. OnePlus 8T / ￥3399 ($507)
11. Honor30 / ￥2699 ($402)
12. OPPO Reno4 SE / ￥2499 ($373)
13. Honor x10 / ￥2199 ($328)

By Manya Koetse
Follow @WhatsOnWeibo

NB: This post is not a sponsored post in any way. This article may, however, include affiliate links that at absolutely no additional cost whatsoever to you allows this site to receive a small percentage in case you purchase something after you click.

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.

Up Next

What’s on Weibo Podcast #3: Trump Versus Biden –The Sentiments on Chinese Social Media (& More)

Don't Miss

CCTV Calls for Chinese Animal Abuse Laws

Manya Koetse

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

Click to comment

China Brands, Marketing & Consumers

Zara Dress Goes Viral in China for Resemblance to Haidilao Apron

Who’s gonna buy this Zara dress in China? “I’m afraid that someone will say I stole the apron from Haidilao.”

Published

1 week ago

April 19, 2024

Manya Koetse

A short dress sold by Zara has gone viral in China for looking like the aprons used by the popular Chinese hotpot chain Haidilao.

“I really thought it was a Zara x Haidialo collab,” some customers commented. Others also agree that the first thing they thought about when seeing the Zara dress was the Haidilao apron.

The “original” vs the Zara dress.

The dress has become a popular topic on Xiaohongshu and other social media, where some images show the dress with the Haidilao logo photoshopped on it to emphasize the similarity.

One post on Xiaohongshu discussing the dress, with the caption “Curious about the inspiration behind Zara’s design,” garnered over 28,000 replies.

Haidilao, with its numerous restaurants across China, is renowned for its hospitality and exceptional customer service. Anyone who has ever dined at their restaurants is familiar with the Haidilao apron provided to diners for protecting their clothes from food or oil stains while enjoying hotpot.

These aprons are meant for use during the meal and should be returned to the staff afterward, rather than taken home.

The Haidilao apron.

However, many people who have dined at Haidilao may have encountered the following scenario: after indulging in drinks and hotpot, they realize they are still wearing a Haidilao apron upon leaving the restaurant. Consequently, many hotpot enthusiasts may have an ‘accidental’ Haidilao apron tucked away at home somewhere.

This only adds to the humor of the latest Zara dress looking like the apron. The similarity between the Zara dress and the Haidilao apron is actually so striking, that some people are afraid to be accused of being a thief if they would wear it.

One Weibo commenter wrote: “The most confusing item of this season from Zara has come out. It’s like a Zara x Haidilao collaboration apron… This… I can’t wear it: I’m afraid that someone will say I stole the apron from Haidilao.”

Funnily enough, the Haidilao apron similarity seems to have set off a trend of girls trying on the Zara dress and posting photos of themselves wearing it.

It’s doubtful that they’re actually purchasing the dress. Although some commenters say the dress is not bad, most people associate it too closely with the Haidilao brand: it just makes them hungry for hotpot.

By Manya Koetse

Follow @whatsonweibo

Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:

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.

Published

4 weeks ago

April 1, 2024

Manya Koetse

Since the early post-pandemic days, Chinese cities have stepped up their game to attract more tourists. The dynamics of Chinese social media make it possible for smaller, lesser-known destinations to gain overnight fame as a ‘celebrity city.’ Now, it’s Tianshui’s turn to shine.

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

Follow @whatsonweibo