China Brands, Marketing & Consumers

Viral Merchants Bank Commercial Hits Close to Home for Chinese Students Abroad

A viral commercial titled ‘The World is No Bigger than a Tomato Omelette’ is making Chinese students tear up.

Published

6 years ago

November 2, 2017

A Merchants Bank viral campaign titled ‘The World is No Bigger than a Tomato Omelette’ is triggering many reactions on Chinese social media. While the commercial moves many people to tears, others find it sends out the wrong message.

Over the past two days, a commercial by China Merchants Bank (招商银行) titled ‘The world is no bigger than a fried tomato omelette’ (“世界再大，大不过一盘番茄炒蛋”) has gone viral on Chinese social media. While the ad campaign is a tearjerker for many, some find it a source of annoyance.

The 4-minute commercial revolves around Chinese exchange student Yang who is in his first week in America and has to cook a Chinese dish for a potluck party.

“Your world means the world to us.”

Worried that he does not know how make the classic Chinese xīhóngshì chǎo jīdàn dish (西红柿炒鸡蛋 generally: ‘scrambled eggs with tomatoes’), Yang calls up his mother in China for help.

When he finds his mother’s explanation on how to prepare the dish not clear enough, the young man gets frustrated. Just as he is about to panic, his phone beeps that there is an incoming WeChat message; it is his mother on a video showing her son how to make fried tomato and eggs from her kitchen.

Thanks to his mother’s help, Yuan shows up at the party with a tasty dish. One of the party’s attendants asks Yuan about China and how much the time difference with America is.

The moment Yang replies “12 hours,” he realizes that he asked his mother for help in the middle of the night – and that she got up for him without her ever complaining about it.

Touched that his parents would wake up in the dark of the night to make a video tutorial for him, he messages his mother to say “thank you.”

The commercial ends with an image of Yang’s parents in their kitchen in China, texting: “We want to stand by your side, but we want even more for you to have the world. Your world means the world to us” (“你的世界大于全世界”).

The commercial promotes the Merchants Bank’s special Visa credit card for exchange students.

VIEW THE VIDEO HERE:

The commercial, that went trending on Weibo and Wechat today, touched many people to tears. Moved by these parents’ unconditional love for their child, people shared their own stories of studying abroad and receiving help from their parents.

“An idiot who doesn’t sympathize with his parents and does not even care about the time difference.”

Many other people, though, say the commercial sends out the wrong message, and that Chinese parents today are raising children who are not independent enough.

A Weibo user nicknamed Wuyue (@五岳散人) writes:

“That sucker ad by the Merchants Bank is really powerful alright. He doesn’t know how to stir-fry tomatoes and eggs, and despite the fact that it is broad daylight there, he doesn’t even know it’s nighttime in China and calls his mummy for help. He then, particularly proud, tells his friends ‘I am from China.’ What does that mean? It means his mother raised a boy who cannot even cook for himself. An idiot who doesn’t sympathize with his parents and does not even care about the time difference.”

Other people agree, saying: “You can’t disturb your sleeping parents to make tomato omelette,” or: “Don’t we have Baidu [search engine] for this?”

Some commenters say they find the commercial “infuriating,” stating that people who do not know how to make tomato and eggs should not even qualify to study abroad.

The credit card promoted in the ad campaign by China Merchants Bank.

There are also commenters who simply wonder what the commercial has to do with the credit card it promotes.

“True portrayal of relations between Chinese exchange students and their parents.”

An author at news platform 36kr.com disagrees with the critics, writing: “As someone who has been an exchange student before, this commercial made me cry when I saw it late at night.”

“Yesterday night, this commercial started going viral on WeChat and my friends who are studying abroad sent it to me with teary emoticons.”

The 36kr author says that some of her friends were crying their eyes out over the ad:

“This ad is a true portrayal of the relations between exchange students and their parents. The tomato and eggs dish is just an example, but behind it you’ll find the far-reaching love of parents towards their children that goes beyond any time-difference.”

Many on Weibo agree with this stance, writing: “Over the past few days, every single chat group for exchange students has been posting this video. I finally watched it. Tears were streaming down my face.”

About the connection to the credit card product, the author of 36kr.com writes: “The most important purpose [of this ad] is to enhance the brand image of the China Merchants Bank. Tying the brand together with this scene, we have emotional resonance and thus it creates more trust in the brand, associating the Merchants Bank with ‘warmth,’ ‘care,’ and ‘love.'”

“China Merchants Bank is taking a route that is more common in Thailand, where ‘sadvertising’ is a well-known phenomenon.”

By choosing to promote their latest credit card in this way, the China Merchants Bank is taking a route that is more common in Thailand, where ‘sadvertising’ is a well-known phenomenon.

Throughout the years, several Thai tearjerking movie-like commercials have become very popular on the internet. These Thai commercials, internationally acclaimed, mainly focus on narrative and plot and are similar to short movies.

They are called ‘sadvertising’ because their touching narratives, strong actors, qualitative film work and emotive music make it difficult not to tear up while watching.

‘The World is No Bigger than a Tomato Omelette’ was not produced by a Thai director, however. Its director is Xi Ran (席然), a young creative filmmaker whose work includes movies such as I Love You to Love Me (爱在一起).

According to this article on marketing platform Meihua.info, Xi Ran has had previous successes in making commercials.

“The commercial shows the great lengths to which Chinese parents will go to support their children in their education and endeavours – no matter where in the world they are.”

Despite all criticism, the commercial could be called a great success as it has become the talk of the day in many chat groups – mainly relating to those students who are studying abroad.

According to Quartz, Chinese students are studying abroad in record numbers. In 2015 alone, more than half a million Chinese headed overseas to study.

But the commercial does not just resonate with those outside of China. Many students who go to university within China also have to travel long hours to see their parents, and often do not have the means or time to see their family.

Children from China’s younger generations, mostly the post-90s generation, are often the pride of their family for being the first person to go to university or to study abroad.

They generally are used to receive a lot of attention and (financial) help from their family. This also shows in the ‘tents of love’ phenomenon, where parents will accompany their children when they first go to college and sleep in tents outside the campus.

The viral ‘tomato and eggs’ commercial also shows, in its own way, the great lengths to which Chinese parents will go to make sure they can support their children in their education and endeavours – no matter where in the world they are.

“I saw it. I cried,” many commenters simply wrote.

“This commercial annoyed me,” one person says: “Not because of the story, but because it made me realize I actually also do not know how to make tomato omelette.”

Also wondering about the right way to make this comfort dish now? Here’s a link for you – so you don’t have to call up your parents in the middle of the night.

By Manya Koetse and Miranda Barnes
Follow @whatsonweibo

Spotted a mistake or want to add something? Please let us know in comments below or email us.

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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

6 days 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

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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

3 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