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Weibo Watch: The Paris Syndrome

Post-pandemic travel disillusionment to the ‘Unkillable One from Shijiazhuang’, an overview of noteworthy and trending topics on Weibo and beyond.

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PREMIUM NEWSLETTER | ISSUE #11

This week’s newsletter:
◼︎ 1. Editor’s Note – The Paris Syndrome hits close to home
◼︎ 2. What’s Trending – A closer look at the featured stories
◼︎ 3. What to Know – Highlighting 8 hot topics
◼︎ 4. What Lies BehindRaincheck for next week!
◼︎ 5. What’s Noteworthy – Rumored fall of Zhongzhi Enterprise
◼︎ 6. What’s Popular – How the TFBoys boosted Xi’an economy
◼︎ 7. What’s Memorable – Looking back: Swedish Chinese tourist gate
◼︎ 8. Weibo Word of the Week – “The Unkillable One from Shijiazhuang”

 

Dear Reader,

 

Half a year after China reopened its borders and around four months after resuming the issuance of tourist visas, there is much discussion surrounding the low number of foreign tourists traveling to China. The proportion of tourists from Europe, the U.S., Japan, and South Korea has significantly dropped.

As more incentives are introduced that might attract more inbound international visitors, such as making it easier for some foreigners to obtain visas upon arrival and letting travelers link their Visa and Mastercard accounts to Alipay and WeChat Pay, many still argue that there are numerous issues hindering smooth travel in China for foreign visitors. A recent report by Wall Street Journal suggested that visitors are staying away because of deteriorating relations between China and the West, but recent viral Twitter posts also highlighted practical reasons, including troublesome visa processes, challenges with digital payments in a cashless society, the Great Firewall, certain hotels not accepting foreign guests, and difficulties encountered when services require Chinese ID cards.

While closely following these tweets, we’ve also noticed a trend on Chinese social media regarding outbound travel to Europe during the same period. Earlier news reports had already mentioned that Europe is experiencing lower-than-expected bookings from high-spending Chinese travelers, and the anticipated ‘Chinese travel boom’ hasn’t materialized. For most Chinese citizens, traveling abroad has become difficult (securing visa appointments for some destinations is almost like a lottery) and more costly. Simultaneously, domestic tourism has become more popular and attractive than ever before, making Chinese holidays a preferred choice.

Consequently, those travelers who finally reached their destinations in Europe recently might have overcome some considerable obstacles to get there. But a recent surge in Europe-related posts within China’s travel-focused social media sphere indicates that for many Chinese travelers, their European adventures turn out to be quite underwhelming.

The phenomenon known as ‘Paris Syndrome’ describes the sense of extreme disappointment some individuals feel when visiting Paris, finding that the city doesn’t match their expectations due to the reality not aligning with the romanticized scenes from movies. While the term originated in the 1980s, typically applying to Japanese tourists experiencing culture shock in Europe, many recent accounts from Chinese travelers also express disillusionment with their European experiences.

Why? The most frequently mentioned reason is that they view Europe as “messy,” “chaotic,” and deficient in public safety to the point that travelers caution each other against going out at night. Many posts on social media recount incidents of theft in cities such as Paris, Amsterdam, Barcelona, and Rome, leaving individuals feeling helpless when they discover that the police couldn’t provide sufficient assistance. Some have even shared experiences of being robbed twice during a single trip, leaving them fearful and disheartened. As a result, Chinese popular Xiaohongshu app is filled with guides and tips on “how not to get robbed in Europe,” recommending special safety bags, hotel room locks, and additional luggage protection. However, some commenters suggest that the joy of traveling is ruined for them if going to European cities means one must prepare to be vigilant at all times and assume that “thieves are all around.”

Observing frustrated international travelers’ Twitter posts in China and the emotional posts from Chinese travelers in Europe, it seems that many of us are experiencing some form of the ‘Paris Syndrome’ recently. Especially during the Covid years, we built up our hopes about that one big trip we were going to make – surely it was going to be the best trip of a lifetime? But we get pickpocketed, we get denied at hotels, we get lost in translation, and we inescapably get disappointed.

Just recently, atop an ancient Chinese pagoda in Zibo, I shared tea for two with another solo traveler – a young teacher from northern China. As I mentioned being from Europe, he shared his hesitation about going there: “I’ve been hearing how unsafe it is for Chinese recently.” After an enlightening conversation, he confided that I was the first foreigner he had ever spoken to. Later, on another train, I received a message from an old friend in Paris who had seen one of my travel photos. He wrote: “You’re traveling in China all alone now? I’ve been hearing how unsafe it is for foreigners recently.”

An upside amidst the negative travel news regarding both Europe and China is that our expectations are lowered. Perhaps we can avoid the Paris Syndrome by venturing out ourselves and discovering that the rewards of travel are usually more meaningful than the disappointments. Breaking barriers and cultural distances entails getting closer to each other – quite literally. So, I expressed my hope to the young teacher I met in Zibo, that he would still decide to explore Europe. Similarly, I hope that China will be able to welcome more international visitors in the near future.

Read more about Chinese travelers’ experiences in Europe in our latest featured post. Zilan Qian and Ruixin Zhang contributed to this newsletter. If you’re still heading out this summer, I wish you happy, safe travels and meaningful experiences.

Best,
Manya (@manyapan)

 

A closer look at the featured stories

1: Chinese Robbed in Europe | My bag was stolen in Amsterdam, my phone was snatched in Paris, and my camera was robbed in Rome. Chinese social media is brimming with accounts from Chinese travelers sharing their unfortunate experiences of falling prey to theft during their trips to Europe. Getting robbed in Europe has become so common that Chinese apps like Xiaohongshu and Douyin are now flooded with numerous “Europe Anti-Theft Strategies” and “How Not To Get Robbed in Europe” guides.

Read more
 

2: Brick Lane Graffiti | In London’s Brick Lane, a wall covered with Chinese slogan graffiti sparked backlash from local art communities and Chinese diaspora recently, with many perceiving the graffiti as a show of support for the Chinese Communist Party. While some voices in China’s social media sphere defended the graffiti, many others condemned the makers for being disrespectiful and arrogant.

Read more
 

3: Milky-Spicy Trend | Some parents think it’s cute, others think it is funny. Dressing children in tight dresses and grown-up attire has evolved into a trend that is mostly visible on Chinese social media. An entire online economy has developed around the ‘Milky-Spicy Trend,’ which is embraced by some parents highlighting its innocence while disregarding potential negative consequences. But recently, Chinese media outlets and social media commenters are pointing out the dangers behind the trend.

Read more
 

 

What to Know

Highlighting 8 hot topics

Haohuanluo noodles have made it to space.

◼︎ 1. China’s among Countries with Lowest Birth Rates. The problem of China’s super low birth rates is not going to solve itself any time soon. A renowned professor of demography, Yuan Xin, made headlines this week for pointing out that China has become one of the countries with the lowest birth rates globally, projecting that China’s negative population growth will continue well into the 2070s. China’s expected number of birth rates for 2023 is 7-8 million, which is another record low. Just 12 million babies were born in 2020 (8.5 births per thousand), 10.6 million babies were born in 2021, and the latest number, published in January 2023, indicated that 9.56 million people were born, while 10.41 million died. 2023 would therefore see the lowest birthrate yet. (Various related trending hashtags on Weibo, one of them being ‘China Now among Countries With Lowest Birth Rates Globally’ #中国已成为全球生育率最低的国家之一#, 200 million views).

◼︎ 2. Xi’an Flash Floods. The village of Weixiping, Xi’an, saw a huge mudslide and flash flood on August 11, triggered by heavy rain. Local authorities set up a major rescue campaign, involving nearly 1000 team members including search & rescue experts and firefighters. According to the latest reports, 21 people died and 6 people are still missing. (Weibo hashtag “21 People Confirmed Dead in Xi’an Mud Slides” #西安泥石流已发现21名遇难者#, 5.8 million clicks; “Still 6 People Passing after Xi’an Landslide #西安泥石流灾害仍有6人失联#, 28+ million clicks).

◼︎ 3. Third Covid Wave. There has been a surge in social media posts this week about Covid infections and a third Covid wave in China. While one after the other posts photos online of their positive tests, one popular comment on Weibo said: “I’ve never had Covid yet, can you believe it?!” (Weibo hashtag “People Testing Postive for Covid for 3rd Time Emerging One by One” #
#新冠三阳的人开始陆续出现#
#, 450 million clicks)

◼︎ 4. Health Care Corruption Campaign. Recently, China had intensified its crack down on corruption in the health care system, triggering many discussions this week. The campaign, which aims to restore public trust in the medical sector after the pandemic, has already resulted in 168 hospital bosses being nabbed, as reported by South China Morning Post on Sunday. The newspaper further reported that at least two major pharmaceutical firm executives are now under investigation. We’ll report more on this topic as it keeps fermenting online. (Hashtag “Pharmaceutical Representatives Bribing Doctors” #医药代表性贿赂医生#, 520 million views).

◼︎ 5. Hebei Floods Aftermath. The aftermath of the devastating floods in Hebei has remained a prominent topic of discussion this week. For those affected, this might be the most challenging period as some return to find their homes in ruins. As the affected individuals strive to recover, heartening stories on social media showcase people coming together to provide support during this crucial time. For example, those local businesses going the extra mile to supply local schools with new books, or the supermarket in Zhuozhou that’s offering credit for purchases. According to the latest reports, Hebei may need two years to carry out post-flood reconstruction. (Various hashtags).

◼︎ 6. China’s Booming Vehicle Export. This week, reports surfaced that in the first half of 2023, China has overtaken Japan to become the world’s leading vehicle exporter. According to the China Association of Automobile Manufacturers, Chinese auto manufacturers exported 2.34 million vehicles globally from January to June, marking an impressive year-on-year increase of nearly 77 percent. (Various related hashtags, including “China World’s Biggest Exporter of Automobiles in First Half of 2023” #中国半年度汽车出口量居世界第一#, 480,000 views.)

◼︎ 7. Noodle Rocket. Haohuanluo (好欢螺) Snail Noodles, a famous Chinese noodle brand, successfully launched commercial rocket Ceres 1 on August 10 from the Jiuquan Satellite Launch Center in northwestern China’s Gobi Desert, sending seven satellites into planned orbit. Obviously, it was not actually the noodle brand that launched it, but sponsored it, although its social media campaign would make you believe otherwise, with many netizens being surprised that their fav noodle brand made it to space. (Hashtag “Successful Launch of the Haohuanluo Rocket” #好欢螺号火箭发射成功#, 250 million clicks).

◼︎ 8. Return of the Tour Groups. While Chinese tour group trips had already resumed to certain countries in the post-zero-Covid era, China’s Ministry of Tourism made an announcement on August 10th, stating that the resumption of tour groups to additional countries and regions will take place. This now encompasses countries such as Japan and the US, broadening the spectrum of foreign destinations from 60 to 138. The Ministry also reminded outbound tourists to be well-prepared before each journey – which might include checking up on those ‘how not to get robbed in Europe’ guides!

 

What’s Noteworthy

Small news with big impact – by Zilan

Photo by Eric Prouzet

Rumored Collapse of Zhongzhi Enterprise Group |

Recently, a financial advisor from the third-party wealth management company Hengtian Wealth made a public admission about a potential financial crisis which is said to have unfolded after the Chinese asset management firm Zhongzhi Enterprise Group allegdly failed to meet its loan repayment obligations, affecting around 150,000 individual investors who had collectively invested over 3 million RMB (approximately 416,000 USD). The crisis is estimated to involve a staggering amount of 230 billion RMB (about 32 billion USD), and the largest investment by a single client exceeded 5 billion RMB (approximately 692 million USD).

These rumors sparked concerns in the financial world, triggering strong reactions from both investors and the general public. Meanwhile, the Zhongzhi Group has halted all fundraising and repayment activities. Once a trillion-dollar empire built over decades, the Zhongzhi Group, which controls Zhongrong International and a handful of listed companies, now faces a potential collapse, representing a stunning downfall for a previously respected financial institution.

In response, many netizens have commented with the phrase “poverty spared me from a disaster” (“贫穷使我逃过一劫”), as most investment thresholds start at 3 million RMB (416,000 USD), which they could not afford. While the default might temporarily spare most individuals, some netizens have pointed out that the dynamics playing out among the wealthy could ultimately harm those at the bottom. As of now, there has been no official confirmation from Zhongzhi regarding the widely circulated information. Discussions surrounding this matter on Weibo have been subject to censorship, with numerous netizens reporting instances of their posts being flagged by the company and subsequently removed.

 

The latest buzz in arts & pop culture

TFBoys Concert Rocks Xi’an | You might remember from our last Weibo Watch newsletter that the immensely popular Chinese pop group, TFBoys, created quite a stir within their fan community when they initially released tickets for their two-hour concert in Xi’an on August 6th, marking the band’s ten-year anniversary and their first live show since 2020.

The event unfolded with a certain degree of chaos and disorder (with reports of fainting fans and overwhelmed security personnel). However, recent news reports suggest that the concert has brought about numerous positive impacts for Xi’an, delivering a significant boost to the local economy. The revenue generated from ticket sales amounted to a staggering 35.76 million yuan (almost 5 million USD), consequently propelling the city’s tourism revenue to an impressive 416 million yuan (57 million USD).

In comparison to the same period in the preceding year, online bookings for accommodations in Xi’an surged by an impressive 738%. Notably, almost half of the TFBoys’ fans not only attended the concert but also took the opportunity to explore some of Xi’an’s scenic attractions. The fact that a single concert can trigger such a significant increase in tourism revenue underscores the triumph of the TFBoys. Debuting as one of China’s pioneering boy bands, the trio’s popularity remains steadfast and impactful.

 

What’s Memorable

Best reads from the archive

“This is killing!” incident | We already touched upon the ‘Paris Syndrome’ phenomenon in this newsletter, but the Sweden incident took things a step further – we might even liken it to a Stockholm Syndrome if the term weren’t already associated with something else. This incident became one of the most prominent topics on Chinese social media in 2018: the alleged mistreatment of a Chinese family in Stockholm during September ’18 ignited major discussions on Chinese social media, and even led to the Chinese Embassy in Sweden issuing a safety alert for Chinese tourists visiting the country.

The incident made headlines after bystander videos were posted on Chinese social media showing how a Chinese man was dragged out of a hotel by Swedish police, screaming “This is killing, this is killing!” It later showed his family members crying on the street outside of the hotel. Despite the family’s initial assertion of being subjected to severe mistreatment by the hotel without any valid cause, subsequent information revealed that the Chinese tourists had arrived significantly ahead of the designated check-in time and had chosen to remain in the hotel lobby. Nonetheless, this incident escalated to such an extent that it triggered a diplomatic dispute between Sweden and China.

Read more
 

 

Weibo Word of the Week

The catchword to know

“The Unkillable Shijiazhuang Guy” | Our Weibo Word of the Week is actually a phrase this time, namely 杀不死的石家庄人 (shābùsǐ de Shíjiāzhuāngrén), which translates to “The Unkillable One from Shijiazhuang.” This phrase has gained popularity among netizens recently as a way to express sarcasm.

Shijiazhuang serves as the capital and the most populous city of China’s Hebei Province. “The Unkillable One from Shijiazhuang” (杀不死的石家庄人) is actually a song released in 2022 by the local Hebei Communist Youth League. It serves as a ‘harmonious’ reinterpretation of the renowned 2010 Chinese song “Kill the One from Shijiazhuang” (杀死那个石家庄人) by the Chinese rock band Omnipotent Youth Society. The original song, which delved into the consequences of the planned economy in northern China and the turbulence stemming from widespread job losses, deeply resonated as a shared memory among an entire Chinese generation.

The adapted song title has since been employed by Chinese netizens to express sarcasm, partly poking fun at the Communist Youth League’s attempt to revise a song that once conveyed hardship into one echoing state propaganda. The song’s renewed attention stems from Shijiazhuang’s recent declaration to transform itself into a “Rock N Roll Center,” adopting the slogan “The Unkillable Shijiazhuang.”

This move has been met with an incredulous response from the public, leading to a surge of imaginative adaptations online. These creative reinterpretations humorously reflect individuals’ resilience within a constrained cultural and social environment – a skillful form of self-deprecating expression. As one netizen eloquently summed it up: the previous generation experienced unemployment, the current generation is grappling with it, access to esteemed universities became harder, and now even our city’s anthem has been altered. Despite it all, I continue to reside in Shijiazhuang – this is the true essence of being “the unkillable one from Shijiazhuang!”
 

This is an on-site version of the Weibo Watch newsletter by What’s on Weibo. Missed last week’s 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.

Stories that are authored by the What's on Weibo Team are the stories that multiple authors contributed to. Please check the names at the end of the articles to see who the authors are.

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Newsletter

The Hashtagification of Chinese Propaganda

From tech-powered messaging to pop culture politics, China’s propaganda has undergone a major transformation in the social media age.

Manya Koetse

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PREMIUM NEWSLETTER | ISSUE #38

 

Dear Reader,

 

October 1st marked the 75th anniversary of the founding of the People’s Republic of China. Flags, hearts, balloons—National Day celebrations turned Chinese social media red.

Among the key players in leading the propaganda around National Day was People’s Daily, the official newspaper of the Communist Party of China. To commemorate the occasion, People’s Daily published a column titled “Today’s China, Tomorrow’s China” (今天的中国,明天的中国)1, outlining a clear vision for the future and emphasizing China’s rise under the Party’s leadership.

The article highlighted how hard work and perseverance are crucial to achieving the ‘China Dream,’ with national unity being the driving force behind the country’s continued progress. It also stressed the pivotal role of China’s youth in shaping the future of the nation.

The article was accompanied by four posters, each conveying a specific message:

“Today’s China is a China where dreams are continuously realized” (今天的中国是梦想接连实现的中国)
“Today’s China is a China full of vibrancy and vitality” (今天的中国是充满生机活力的中国)
“Today’s China is a China that carries on the national spirit” (今天的中国是赓续民族精神的中国)
“Today’s China is a China closely connected to the world” (今天的中国是紧密联系世界的中国)

A related hashtag, “75th Anniversary of the Founding of the People’s Republic of China” (#新中国成立75周年#), received over 590 million views on Weibo.

But People’s Daily also put out a much simpler message, posting the hashtag: “I Love You, China” (#我爱你中国#).

This hashtag was accompanied by an online poster featuring the Chinese characters for “China.” The characters in the picture are shaped by various symbols representing both traditional and modern China, from lanterns and Tiananmen to rockets and railways. That post was shared over six million times.

The immense popularity of the poster and the “I Love You China” hashtag page, initiated by People’s Daily and garnering over eight billion views through the times, highlights the strength of Party-led propaganda in the social media era.

 
A Major Shift
 

A few days ago, De Balie, a cultural venue in Amsterdam, hosted an event focused on how Chinese state propaganda has evolved, coinciding with the 75th anniversary of the People’s Republic of China. As a participant in the discussion, I’ve recently been reflecting on the nature of Chinese propaganda in the digital age.

Propaganda has always been a key element of the Party’s strategy—not just for the past 75 years, but for over a century. Since the founding of the Central Propaganda Department in 1924, three years after the establishment of the Communist Party, propaganda has played a central role in shaping official narratives. China’s propaganda system exerts significant influence over nearly every major medium involved in disseminating information within the country, from news outlets and educational institutions to cultural organizations, artistic circles, and literary institutions.2

China’s rapid digitalization and the rise of social media posed significant challenges for officials in disseminating propaganda, particularly in the early 2010s when there was an explosion of self-media, app culture, and intense celebrity idolization. Amid this cacophony of new media channels, Party propaganda was increasingly overlooked as people’s attention shifted to what they found more engaging, such as movie stars and other celebrities representing new, exciting lifestyles.3

This was not the first ‘disruptive force’ the Party Propaganda Department had to confront. (Side note: Chinese officials, aware of the negative connotations of ‘propaganda’ in English—though it’s a neutral term in Chinese, 宣传—later changed its English name to the ‘Publicity Department.’)

As Stefan Landsberger notes in Chinese Propaganda Posters,4 the Party’s well-established system for propaganda and political education faced similar challenges in the 1980s following the Open Door policy. This policy significantly transformed Chinese society, bringing a wave of foreign cultural and lifestyle influences and accelerating the spread of electronic media.

Although the spread of non-official media and information may have disrupted the central messaging dynamics of the Propaganda Department in the 1980s, the growing presence of radio and television sets in people’s homes also allowed Party leaders to shift their focus from propaganda posters to new media as a means of communicating political messages.5

A similar shift has occurred over the past seven to eight years when it comes to social media. Initially, propaganda authorities struggled to convey official messages on Weibo and other emerging digital platforms, but in 2017, China’s propaganda system saw a pivotal change in its approach to domestic social media, particularly on Weibo.

Instead of trying to pull young people into traditional Party narratives, it began weaving propaganda directly the fabric of social media itself —blending politics seamlessly into the digital content young audiences were already engaging with.

No three-and-a-half-hour speech, but a three-and-a-half minute video. In 2017, Chinese state media explained China’s new strategies through catchy rap music and trendy graphics. Read more.

2017 was a pivotal year for Chinese propaganda with three major events: the One Belt One Road (OBOR) Summit, the 19th Party Congress, and the APEC Summit. For each occasion, publicity authorities launched distinctive, high-profile campaigns.

The OBOR Summit featured several high-production videos with catchy tunes, often starring foreigners (though some found them awkward). The 19th Party Congress saw a flood of new propaganda videos and initiatives, including a clapping game produced by Tencent that allowed users to applaud Xi Jinping’s speech. Meanwhile, the APEC Summit videos saw a manga-style version of Xi Jinping, portraying him as lovable and approachable.

 
Hashtagification of Propaganda
 

Propaganda departments in China have adapted various strategies over the past few years to make official Party narratives more appealing by adjusting to the fast-paced, fleeting, and trendy nature of China’s social media environment. I’d call this the ‘hashtagification’ of Chinese propaganda—turning political messaging into viral trends by embedding it in hashtags and social media content. These are essentially hashtag-driven narratives that netizens can easily engage with and share.

Within this movement, I see six major strategies of digital propaganda emerging on Weibo and other social apps, such as Douyin, from 2017 to 2024.

📌 1. Old Message, New Media: Revival of Classic Propaganda

The types of posts that People’s Daily shares around National Day and other celebrations often echo classic nationalist messages about unity and national pride. This is part of a broader strategy within China’s social media propaganda, focusing on strong, simple messages that, at their core, are not much different from the political narratives promoted in previous decades. However, these messages are now disseminated through modern channels, using more sophisticated techniques and production methods. These can include online posters, as well as music or high-quality videos (example).

📌 2. Double Agenda: Foreign-Facing Propaganda with Domestic Goal

Although there’s traditionally been a clear distinction between domestic propaganda and waixuan (“external propaganda”), the past few years have seen the rise of a new kind of propaganda. It appears to target an international audience but is actually aimed at bolstering domestic support and reinforcing a positive image of China. Assertive or aggressive videos and posts, supposedly directed at foreign viewers, are often used to stir national pride at home. A good example of this is the Xinhua video series featuring Young Lady Guoshe (国社小姐姐), whose real name is Wang Dier (王迪迩), an anchor for Xinhua who previously worked for CCTV. If you’re unsure what this looks like, check the full clip here.

📌 3. Grassroots ‘Propaganda’ in Official Communication

Over the past few years, particularly during the Covid period, official channels began repurposing satirical online artworks created by independent artists or popular nationalistic influencers as a form of national propaganda. Much of this art was produced by Chinese cartoonists and artists, mocking Western hypocrisy and political leaders. These pieces were then retweeted and widely shared by official Chinese channels, amplifying domestic support and fueling anti-Western sentiment. You can read more about this trend here.

‘Investigate Thoroughly! Except Here’ (‘彻查!除了这儿’) satirical illustration by artist 半桶老阿汤 / Half Can of Old Soup in response to US calls for investigation into the origins of Covid in China while ignoring a possible link with Fort Detrick. This post was shared by the Communist Youth League on social media.

📌 4. Tech-Driven Party Messages

The use of advanced technologies such as artificial intelligence, virtual reality, and gamification by Chinese state media serves a dual purpose: reinforcing the Party’s messaging while simultaneously showcasing China’s digital innovation. By integrating technology with propaganda, the Party’s message becomes more engaging and interactive, while also projecting China as a leading tech power. For instance, in recent years, the annual CCTV New Year’s Gala has become a platform to display China’s cutting-edge digital technologies on stage. Online, tech and propaganda are frequently intertwined, such as in the aforementioned clapping game by Tencent. Other examples include virtual newsreaders for state media and the ‘Study Xi app’ (Xuexi Qiangguo), which allows users to earn points for engaging with official Party content. You can read more about these innovations here and here.

📌 5. Pop Culture Propaganda

By ‘Pop Culture Propaganda,’ I refer to the blending of propaganda with pop culture in various ways. One example is the use of Chinese celebrities to promote official Party messages, such as the 2017 campaign for China’s New Era (hashtag: ‘Give A Shout-Out to the New Era‘) or the Social Credit song launched by the Communist Youth League. Another form of this propaganda involves colorful and cute animations and cartoons that primarily appeal to younger generations. These often incorporate Japanese influences, like anime and manga, which are especially popular among Chinese youth, making propaganda more accessible and attractive. Currently, many manga-themed propaganda-style images are circulating, blurring the lines between fan-made content and official productions (as mentioned in point 3!).


Official or not? Official channels sometimes share non-official digital art on their pages, while everyday netizens often post official “pop propaganda” on their own accounts (Images via Weibo).

📌 6. Guerrilla Propaganda: Coordinated, Multi-Front Engagement Across Media & Influencers

A final technique I’ve observed on Chinese social media since 2016-2017 is topic-centered propaganda that is spread simultaneously across multiple platforms. In these campaigns, social media, local authorities, businesses, and influencers collaborate to create a coordinated wave of messaging. A notable example is the 2021 Xinjiang cotton campaign, which followed H&M and the Better Cotton Initiative’s boycott of Xinjiang cotton over alleged human rights abuses. In response, a massive pro-Xinjiang cotton campaign erupted on Weibo, with state media, Baidu, e-commerce platforms, and celebrities uniting to cancel H&M and support Xinjiang-sourced cotton. The campaign was highly effective, with the hashtag “Wo Zhichi Xinjiang Mianhua” (“I Support Xinjiang Cotton” #我支持新疆棉花#) receiving over 8 billion views on Weibo—comparable to the “I Love China” hashtag.

Propaganda posters by People’s Daily at the time of the Xinjiang cotton controversy. The posters say “Xinjiang Mianhua” (Xinjiang cotton) in a similar font to the H&M logo, the “H” and “M” within ‘mianhua‘ being identical to the H&M letters.

What’s particularly interesting about propaganda in China’s social media era is that, unlike previous periods, it’s no longer a one-way street from billboard to pedestrian or from TV screen to viewer. Social media is inherently interactive, and despite the overwhelming presence of official accounts on platforms like Weibo, WeChat, and Douyin, there are still over a billion individual social media users in China who can choose to scroll away, mute, or ignore these messages.

While the line between state media and other accounts is increasingly blurred, state propaganda continues to compete for attention in a dynamic and vibrant online culture.

 
Stefan Landsberger – In Memoriam
 

There is so much more to say about all of this, and it only highlights how multi-faceted and complex the topic of propaganda in China truly is.

No one understood this better than sinologist Prof. Dr. Stefan Landsberger. I was shocked and deeply saddened to hear of his sudden passing this week. Coincidentally, I received the news while working on this newsletter, with his beautiful Chinese Propaganda Posters book open on my lap.

If you’re not familiar with his name, you might have come across his work if you’ve ever read anything about Chinese propaganda. Landsberger was a leading authority on the subject, having spent decades—since the late 1970s—collecting an extensive array of posters and conducting thorough research in the field. His collection grew to become one of the largest private collections of Chinese propaganda posters in the world.

Landsberger was an Associate Professor of Contemporary Chinese History and Society at Leiden University. In that role, he also taught me Chinese Modern History when I was an undergraduate there. He was a dedicated teacher—often critical, which made him intimidating to some students—but deeply appreciated by most for his brutal honesty and his immense passion for Chinese history and modern Sinology.

One memory from 2018 stands out. I was in China as a post-graduate student and took a taxi on a cold and rainy January night in Beijing. During the ride, I struck up a conversation with the driver, who asked me where I was from. When I told him I was Dutch, he proudly shared that he had a Dutch friend—one of his dearest, he said, whom he’d known since the early 1980s. That intrigued me, as I’d never heard anything like that from a Beijing taxi driver before. As we continued talking, he mentioned that his friend was a teacher and then showed me a photo on his phone of them together. I was surprised to see that the man in the picture, smiling warmly beside the taxi driver, was none other than my own teacher Stefan Landsberger.

In a city of 21 million people, I had somehow hailed a cab driven by one of Landsberger’s oldest friends in the city, whom he had known since he was a student in Beijing. I shared this story with Dr. Landsberger later through WeChat—it made him laugh. This chance encounter left a lasting impression on me, not just because of the coincidence, but because it spoke volumes about Landsberger’s enduring love for China and his ability to cultivate deep, lasting friendships. It showed his loyalty, not just to his work and research but to the people and connections he built over decades.

Landsberger will be greatly missed. His contributions to the growing body of work on Chinese propaganda are invaluable. This ever-evolving phenomenon can only be fully understood by examining both its current trends and its historical roots—and Landsberger’s work will forever be foundational in that effort, helping to better understand “Today’s China, Tomorrow’s China.”

My thoughts are with his family and friends during this difficult time.

Best,
Manya Koetse
(@manyapan)

1 Ren Ping, “今天的中国,明天的中国” [Today’s China, Tomorrow’s China], People’s Daily, September 29, 2024, https://weibo.com/ttarticle/p/show?id=2309405083853533610297
2 David Shambaugh, “China’s Propaganda System: Institutions, Processes and Efficacy,” The China Journal 57 (2007):27-28.
3 See Willy Lam quoted in Yi-Ling Liu, “Chinese Propaganda Faces Stiff Competition from Celebrities,” AP News, October 23, 2017, https://apnews.com/article/1616c60ab01d43caae024d34cb98d532 (accessed October 12, 2024).
4 Stefan Landsberger, Chinese Propaganda Posters: From Revolution to Modernization (Amsterdam: The Pepin Press, 2001): 11.
5 Landsberger, Chinese Propaganda Posters, 15.

PS: If you’re a loyal reader of Weibo Watch, you might have noticed I’ve been trying out some changes in the newsletters lately to deliver more frequent updates while balancing things on the site. Don’t worry if this edition is missing the hot topics section—it’s not going anywhere! But if there’s anything you’d love to see in the newsletters moving forward, please let me know. Your feedback really helps with planning future editions.

 

A closer look at featured stories

Golden Week | China celebrated its National Day Holiday earlier this month. This week-long holiday, also known as the Golden Week, is a popular time for trips, travel, and sightseeing. On Chinese social media, it has become somewhat of a tradition to post about just how busy it is in China’s various sightseeing spots. This is often done by using hashtags including “人人人人[place]人人人人.”

Read more
 

Being Watched | Could it be that someone is watching you while you think you’re all alone in your private hotel room? Without realizing it, some guesthouses or hotels may have hidden cameras secretly recording their guests. This issue has long been a source of concern in China and has recently become a hot topic again. The Chinese Douyin and Weibo blogger @ShadowsDontLie (@影子不会说谎), an ‘anti-fraud’ influencer, has made it his mission to expose hidden cameras in guesthouses. The controversy following his recent discoveries are perhaps just a tip of the iceberg – we’ll follow up on this story soon. Meanwhile, check out the full story here.

Read more
 

For the Clicks |The debate over influencers performing dangerous stunts for clout is ongoing in the West, but it has also recently gained attention in China after another motorcycle influencer was killed in a crash.

Read more

China’s Image | On October 10, 2024, De Balie hosted an event discussing how China portrays itself to its citizens and the world, marking the 75th anniversary of the People’s Republic. The panel explored the evolution of Chinese state propaganda, the public’s response, and how the emergence of digital China has reshaped the landscape. Speakers included Ardi Bouwers, Florian Schneider, Qian Huang, and myself (Qian and I appear in the second half). You can watch the full event here.

Watch here

 

What’s Memorable

Best reads from the archive

Old one-child policy propaganda slogans, especially in rural areas, remain visible on walls across China, even though they contradict the government’s current push for families to have more children due to declining birth rates. While efforts to remove these outdated slogans have intensified, some people question the urgency.

Read more
 

 

Weibo Word of the Week

The catchword to know

Rushing to the Counties

Our Weibo word of the week is 奔县 (bèn xiàn), which translates to “rushing to the county.” This term has recently surged in Chinese media after this month’s National Day holiday, a popular travel time, saw an increased popularity of lesser-known county-level towns instead of large cities or famous tourist destinations.

According to the latest travel industry reports following the week-long holiday, bookings have significantly increased compared to last year, despite last year already being notably crowded. This year, 765 million trips were taken nationwide, marking a 10.2% increase compared to pre-pandemic 2019.

Last year, ‘domestic travel’ was the key trend, with the so-called “special forces travel” (特种兵旅游 tè zhǒng bīng lǚxíng) becoming popular among Chinese youth. That trend was all about visiting as many places as possible at the lowest cost within a limited time, often involving incredibly tight schedules and 12-hour travel days.

This year, the focus has shifted to a more relaxed and cost-effective approach. This has turned county-level tourism (奔县游 bènxiànyóu) into a new trend. People are not just visiting county-level towns to see family; more young travelers from China’s major cities are exploring nearby smaller towns for “micro-holidays” (微度假 wēi dùjià).

County-level towns in China are smaller than bigger cities like Beijing or Shanghai, but still big enough to usually have plenty to do as they are important hubs for the surrounding rural areas. In these county-level destinations, the cost of hotels and meals tends to be much cheaper than in popular tourist hotspots. Staying closer to home also reduces travel time and expenses, while offering the opportunity to visit lesser-known locations and avoid the peak tourist crowds.

According to The Observer, places like Jiuzhaigou, Anji, Shangri-La, Pingtan, Dujiangyan, and Jinghong saw booking increases of 109%, 86%, 74%, 67%, 51%, and 50%, respectively.

This is an on-site version of the Weibo Watch newsletter by What’s on Weibo. Missed last week’s 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.

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China and Covid19

Weibo Watch: Small Earthquakes in Wuhan

How Wuhan is shaking off its past with a new wave of innovation, the hot topics to know, and the Weibo catchphrase of the week: ‘the Three Questions of Patriotism.’

Manya Koetse

Published

on

PREMIUM NEWSLETTER | ISSUE #37

 

Dear Reader,

 

“Wuhan Earthquake” (#武汉地震#) momentarily became the number one trending topic on Weibo this Friday night, after residents of Jiangxia District reported feeling their homes and buildings shake. “Was there an earthquake, or am I drunk?” some wondered.

I also felt a bit tipsy in Wuhan this month. Neon signs, dancing livestreamers, flying drones, bustling night markets, and holographic lights. On my first night in Wuhan, the lights made me dizzy and I discovered that the city was nothing like I had imagined.

Until now, I couldn’t help but associate Wuhan with the wet market, crowded fever clinics, and China’s first Covid hospitals. As the world watched the pandemic unfold in 2020, Wuhan became instantly famous as an early epicenter of the Covid-19 crisis. It became known as the quarantined city, the city of Dr. Li Wenliang, and the city of the “invincible Wuhan man.” At the time, it seemed like such a monumental event that Wuhan would not recover anytime soon, even after enduring the worst peak of Covid.

Now, over four years later, everything feels different. I felt a rush of energy as I strolled through the lively streets. It was evident that Wuhan is much more than the city that gained global notoriety as the pandemic hotspot. Beyond its vibrant atmosphere, it is making international headlines for its leadership in autonomous driving, having emerged as the world’s largest testing ground for self-driving cars, particularly in unmanned ride-hailing services.

Baidu’s Apollo Go, referred to as Luobo Kuaipao (萝卜快跑) in Chinese, is the driving force behind the robotaxi revolution in Wuhan. Since their arrival earlier this year, they have become a hot topic on Chinese social media, and I was eager to experience it for myself.

(Brief explainer: Luóbo (萝卜) means radish or turnip in Chinese, but when pronounced, it sounds similar to “robo.” Kuàipǎo (快跑) translates to “run fast.” Combined, it creates a playful name that can be interpreted as “Radish Runs Fast” or “Robo Go.” I’ll use ‘Luobo’ here, as it is the most common way to refer to Apollo Go in China and has a cute sound.)

In the areas where the robotaxis operate, people already seem to have become accustomed to the driverless ‘Luobo.’ During a 1.5-hour ride in the unmanned taxi—I took a long journey and then needed to return again—I was surprised to see so many of them on the road. Other drivers, motorcyclists, and passengers didn’t even bat an eye anymore when encountering the new AI taxi.

Currently, there is an active fleet of 400 cars in Wuhan, and Baidu plans to expand this to 1,000 in the fourth quarter of this year. Although these taxis still comprise only a fraction of the city’s entire taxi industry, their impact is noticeable on the roads, where you will inevitably encounter them. I stood at one drop-off point near an urban shopping center for at least forty minutes and witnessed passengers being dropped off continually, with some proceeding their journeys into areas where Luobo doesn’t operate by calling the ride-hailing service Didi from there.  

As for the experience itself, it was thrilling to see the steering wheel move with no driver in the front seat. I was surprised at how quickly I adapted to something so unfamiliar. It’s incredibly comfortable to have a car to yourself—no driver, no worries—while you choose your own music (and sing along), set the air conditioning, and relax as the Luobo navigates the traffic.

Even inside the vehicle, Baidu emphasizes the safety of their self-driving cars, providing information about how Apollo Go has accumulated over 100 million kilometers of autonomous driving testing without any major accidents, thanks to a strict safety management system.

If you close your eyes, the experience feels like riding with a regular driver. Luobo speeds up, slows down, and occasionally makes unexpected maneuvers when a car or bike suddenly approaches. It ensures there’s enough space between itself and the car in front. While I can’t say that merging onto the highway or encountering unexpected traffic situations didn’t feel a bit scary, I soon felt at ease and came to rely on the technology.

That said, there are still bumps in the road. Luobo has often been ridiculed on Chinese social media for getting stuck at a green light, stopping for a garbage bag, or struggling to make a U-turn. While riding and observing the robotaxis in Wuhan, I noticed plenty of honking and road rage as Luobo chooses safety first, often appearing sluggish, earning them the nickname ‘Sháo Luóbo’ (勺萝卜/苕萝卜, “silly radish”).

While Luobo might still have its silly moments, it is a serious part of the future. Already, it is popular among commuters for its low cost, privacy, and convenience.

After spending an entire morning riding and watching the Luobos, I excitedly felt like I had experienced a glimpse of the future. Right now, Luobo Kuaipao operates in various cities across China, including Beijing, but it’s still in the testing phase there—none of my friends from Beijing have ever seen or taken one yet. However, this will likely change soon, heavily relying on policy support.

That night, I spoke to a young local in a busy commercial area near my hotel. Like many residents, he was curious about where I came from and what I was doing in Wuhan. (During the four days I spent there, I noticed very few foreign tourists.) We briefly discussed the pandemic; he reflected on the difficulties it brought but treated it as something from the past—just another bump in the road in the city’s long history.

Instead of dwelling on the pandemic, our conversation focused on the future: Wuhan’s robotaxis, his confidence in China’s technology, and the rising importance of his country on the geopolitical stage. He was just one of several young people I spoke to, from shopkeepers to students, who seemed very focused on China’s growth and development and how its technological advancements reflect its position in a world where the U.S. is no longer leading.

When it comes to China’s driverless innovations, they are shaking the foundations of transportation like an earthquake. Besides Apollo Go, companies like Pony.ai (小马智行), WeRide (文远知行), SAIC Motor (上汽集团), AutoX (安途), FAW (一汽), Changan Automobile (长安汽车), BYD (比亚迪), Yutong (宇通), and many other industry players are also working to realize driverless passenger cars, shuttle services, freight trucks, delivery vehicles, public transport buses, and much more.

What we’re witnessing in Wuhan is merely a glimpse into a future under construction, actively promoted by Chinese state media. Over the past week alone, CCTV featured Luobo Kuaipao in three segments as a key example of China’s new technological advancements and the national strategy to build a strong tech-driven economy.

As I left Wuhan in a traditional taxi, I suddenly felt like a time traveler. Wuhan was the birthplace of the 1911 revolution and will also appear in foreign history books as the initial epicenter of the Covid-19 pandemic. Now, it is at the center of an international robotaxi revolution, and it won’t be the same the next time I return.

While my friendly elderly driver—I estimated him to be in his late 50s—honked at other cars, I realized he had witnessed many other revolutions, including the Cultural Revolution as a young boy, the economic reforms, and the major social changes of the 1980s, as well as the digital revolution of the 2000s. With the growth of Wuhan’s robotaxi fleet, his job might be affected, adding another tremor to his city and his life—though he may already be retired by then.

As he helped me with my luggage and wished me a safe trip home at the Wuhan Hankou Station, I couldn’t help but feel nostalgic about how everything always changes and gets shaken up as we move forward into a future driven by technology.

As for Friday’s earthquake in Wuhan—it turns out it was a 1.6. Despite the online interest in the topic, it means virtually nothing in a city where things of much greater magnitude are happening.

If you’d like to know more about my experiences and the slight setback I encountered while searching for Wuhan’s robotaxis, check out the short videos I made here:

Part 1 (also on Instagram)
Part 2 (also on Instagram).

Best,
Manya Koetse
(@manyapan)

 

What To Know

A recap of hot highlights and online discussions

 
🚀 China’s First Intercontinental Ballistic Missile Test-Launch Since 1980

On the morning of September 25, China announced a successful test launch of an intercontinental ballistic missile (ICBM) carrying a ‘dummy warhead’ into the Pacific Ocean. This marked the first ICBM launch in decades, described by official media as part of routine annual training.

The People’s Daily Weibo account of the Communist Party shared a video of the People’s Liberation Army (PLA) announcing the successful test launch, accompanied by suspenseful and patriotic music, specifically the “March of the Steel Torrent” (钢铁洪流进行曲) (see video). This launch quickly became a trending topic (#我军向太平洋发射洲际弹道导弹#). While Chinese state media claimed that Beijing informed relevant countries in advance, Japan stated that it did not receive any prior notice, further heightening tensions between China and Japan.

 
🇯🇵 Aftermath of Japanese Schoolboy Stabbing

The incident in which a Chinese man fatally stabbed a ten-year-old Japanese schoolboy near the Shenzhen Japanese School on September 18 has become a widely discussed topic this month. The attacker, a 44-year-old Chinese national, was immediately arrested. However, discussions about the stabbing are ongoing, as it has sparked a wave of anger in Japan, where critics argue that anti-Japanese sentiments in China are fueled by official media and national education.

Meanwhile, China and Japan have effectively resolved their diplomatic dispute regarding the Fukushima water discharge, with some suggesting a connection between the two events. China’s Foreign Ministry spokesperson Mao Ning (毛宁) stated on September 20 that the issues are not related (#中日共识与日本男童遇袭无关#). Beyond the geopolitical implications, the international media coverage of the stabbing incident has also provoked anger on Chinese social media, where many netizens reject the supposed negative portrayal of China. The topic is quite sensitive and continues to face significant censorship online.

 
📱 Huawei Trifold Phone

The launch of Huawei’s ‘trifold’ phone earlier this month generated significant excitement in China, with many believing that Huawei—and, by extension, China—is now at the forefront of innovation in the folding screen smartphone race. The Mate XT is the first triple-folding screen phone, leading some top commenters to proclaim, “Huawei’s innovation capability is truly the best in the world. While other manufacturers are still researching foldable phones, Huawei has already released the trifold.”

During my travels in China over the past few weeks, I visited several Huawei stores, but unfortunately, the trifold was never on display; it’s available only by reservation and has allegedly garnered millions of pre-orders, despite its hefty price tag of CNY 19,999 (USD 2,850). There’s also been some lighthearted banter surrounding the phone, including a viral post that humorously depicts what it looks like when you make a phone call with the screen unfolded (it looks ridiculous), and a user who taped two phones together to create a sixfold.

 
👴 Retirement Age Discussions

News came out last week that China will raise its retirement age for the first time since the 1950s. China’s current retirement ages are among the world’s lowest. Facing an aging society and declining birth rates, the ages will now be increased in a step-by-step implementation process: 50 to 55 for women in blue-collar jobs, 55 to 58 for females in white-collar jobs, and 60 to 63 for male workers.

This change, set to take effect on January 1, 2025, has already sparked considerable discussion this year after experts proposed the adjustment. A related hashtag has garnered over 870 million views on Weibo (#延迟法定退休年龄改革#), where many users expressed their dissatisfaction with the change. “Great, I’ll get to retire in September of 2051 now,” one young worker wrote. “We start studying earlier and retire later; how can we keep up with this?”

 
📷 Hidden Hotel Cameras

After a Chinese blogger known as “Shadows Don’t Lie” (@影子不会说谎) recently discovered and exposed hidden cameras in the rooms of two guesthouses in Shijiazhuang, he faced significant intimidation and threats from the owners and employees, who accused him of staging the situation for attention.

However, the situation turned out to be real, and local police arrested multiple suspects responsible for installing these cameras inside these hotel rooms, which are often rented by young couples for romantic short stays. The suspects reportedly did not know the guesthouse owners and had secretly set up the cameras to profit illegally. This incident, which continues to generate discussion online, has heightened public concern over privacy protection and the integrity of the guesthouse industry, particularly as this is not the first time such issues have been revealed.

 

Weibo Word of the Week

The catchword to know

The Three Questions of Patriotism

Our Weibo word of the week is 爱国三问 (àiguó sān wèn), which translates to “The Three Questions of Patriotism.” This phrase has recently gained attention on Chinese social media as it was highlighted and propagated by official media channels.

The three questions are:

1. Are you Chinese? (你是中国人吗)
2. Do you love China? (你爱中国吗)
3. Do you wish China well? (你愿意中国好吗)

These questions were originally posed in 1935 by Zhang Boling (张伯苓), the first president of the renowned Nankai University (南开大学) in Tianjin.

Today, they are being revived on Chinese social media through various videos released by official channels.

One notable video is part of a new online series produced by state media titled “Great Educators” (大教育家), which features reenactments of speeches by prominent Chinese educators. In this series, Zhang Boling’s speech, portrayed by actor Wang Ban (王斑), emphasizes the importance of unity in tumultuous times.

Rather than dwelling on differences, Zhang urged people to recognize their shared identity: they are all Chinese, they love China, and they all aspire for the country’s prosperity.

Another video features Nankai University’s current president, Chen Yulu (陈雨露), addressing students during a large event on September 21st. In his speech, Chen reiterates the three famous questions, prompting the hundreds of students in attendance to respond enthusiastically: “We are [Chinese]!” “We love [China]!” “We wish [China well]! We want China to be strong and prosperous!” This response is followed by enthusiastic applause.

Additionally, another video from the same day features a meeting between Chen Yulu and an AI version of Zhang Boling, digitally resurrected to address the students and celebrate the start of the new school year. During this ‘virtual dialogue,’ Chen informs Zhang that his ‘Three Questions of Patriotism’ have become a cherished tradition at Nankai’s annual opening ceremony.

According to Chinese state media, the students’ responses to these three questions illustrate how contemporary Chinese youth are aligning their personal aspirations with national progress. This alignment is seen as a revival of the patriotic spirit that Zhang Boling instilled in students during wartime. However, the current ‘revival’ of this sentiment appears to be largely reflected across various official channels, with limited engagement from ordinary netizens.

This is an on-site version of the Weibo Watch newsletter by What’s on Weibo. Missed last week’s 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.

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