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Weilong’s “Patriotic Spicy Sticks” Become Internet Hit In Lotte Boycott

Weilong’s ‘spicy sticks’ (辣条) have been declared a national snack since their boycott of Lotte. Snacking away has never felt more noble.

Manya Koetse

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As the Lotte Group has come under fire in China due to a conflict over the installment of the controversial US anti-missile system on a golf course owned by Lotte, Chinese companies show their patriotism by boycotting the South Korean conglomerate. For Chinese snack brand Weilong, the boycott seems like a smart strategy: their ‘spicy sticks’ (辣条) are now declared a ‘national snack’ on Weibo.

A Chinese large-scale boycott of South Korea’s Lotte Group (乐天集团) is in full swing since the retail giant agreed to provide land to the controversial THAAD (萨德) anti-missile system on Monday.

The American THAAD (Terminal High Altitude Area Defence) system will be placed on grounds that are part of a golf course owned by the Lotte Group in Seongju.

Chinese state media have responded with anger to the deal, as THAAD is perceived as a threat to China’s security. The deployment of the missile system comes at a time of growing nuclear threat from Pyongyang.

The Lotte conglomerate engages in diverse industries in China, including candy manufacturing, entertainment, beverages, and more. In China, Lotte has more than 80 ‘Lotte Mart’ (乐天玛特) supermarkets.

Lotte Mart supermarket in China.

The brand Lotte (乐天) has been a top trending topic on Chinese social media over the past week. Its Chinese site was hacked one day after it signed the deal for the placement of the defense system on its land.

A large-scale boycott of Lotte products has followed. Big e-commerce site JD.com has now removed the Lotte shopping site from its platform.

 

WEILONG’S ‘PATRIOTIC’ HOT STICKS

“I will never eat spicy snacks by any other brand than Weilong”

 

On Wednesday, Chinese food product brand Weilong (@卫龙食品), that produces ‘hot stick’ (辣条) snacks, announced on its Weibo account that it would no longer supply its products to Lotte supermarkets nationwide, and that it would cancel any future cooperations.

As a consequence, shelves ran empty of Weilong products at Lotte supermarkets; the pictures were shared thousands of times on Weibo, where netizens praised Weilong’s patriotism.

Empty shelves: Chinese company Weilong takes their products out of Lotte supermarkets.

Other brands followed and showed their support on Weibo by replying on the Weilong announcement. Taodo snacks (@淘豆) replied to Weilong that it had also taken all Lotte products out of its website.

Other companies show their support for Weilong on Weibo in boycotting Lotte.

Other Chinese companies, including Xiaomi (@小米主题), Yizi Job (@椅子网), Malan Mount (@马栏山苹果酒), Little Pig Rentals (@小猪短租网), and many others all expressed their support for the Lotte boycott.

For Weilong, the boycott turned out to be a smart marketing strategy, as the brand is now greatly gaining in popularity because of it. Many netizens state they will buy and eat Weilong hot sticks today as a patriotic act to show their support of the boycott.

Spicy snacks produced by Weilong.

“I will never eat spicy snacks by any other brand than Weilong,” (“以后辣条 我只吃卫龙”) many netizens say.

Range of Wulong spicy snack products.

Commenters describe the Weilong brand as “loyal”, “genuine”, and declare Weilong’s “hot sticks” as the “national hot snack” or the “nation-loving hot sticks” (爱国辣条).

 

BLINDLY BOYCOTTING

“Is this still a rational way to show your patriotism?”

 

The majority of Weibo netizens fully support the boycott campaign, saying: “China strikes back! Fully boycott Lotte!”

They swear not to buy any more Lotte products, and some people post pictures of their broken Lotte customer cards.

Weibo netizens post photos of their broken Lotte customer cards.

There are also people who have taken their protest to the streets, such as in Yancheng in Jiangsu, where they call for a boycott of Lotte supermarkets.

Yancheng protest against Lotte.

But some netizens also question the boycott. “Is this still a rational way to show your patriotism?”, one Weibo user asks.

“Do you all even understand what THAAD (萨德) actually is?”, another person wonders.

Other people also ask why the Lotte Group is targeted instead of American companies. “Why don’t we boycott General Motors or Ford? Isn’t THAAD American?”, they say.

But for Chinese companies, following the Lotte boycott campaign seems like the right choice to improve their brand image. Electronics brand Pisen writes: “Brother Weilong has set the right example for us. As another national business, Pisen salutes you!” (“卫龙兄弟,好样的。同为民族企业,品胜为你点个大赞”).

In the meantime, Chinese official newspaper People’s Daily has also praised Weilong for boycotting Lotte. A post dedicated to the event on Weibo has now been shared over 19000 times.

The heightened popularity of Weilong snacks is likely to continue for some time to come. “Of course I will choose to eat Weilong Hot Sticks!”, many people say. Snacking away has never felt more noble.

– By Manya Koetse

©2017 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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.

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China and Covid19

Chinese Tourism Bureau Chiefs Go Viral for Trying Really, Really Hard to Attract More Post-Covid Domestic Tourists

It’s a Culture & Tourism Bureau social media battle: China’s local tourist offices are fighting to go viral to attract more visitors.

Manya Koetse

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Hoping to attract more domestic tourists in the post-Covid-era, Chinese local government officials are trying really hard to promote their hometowns. Various tourism bureau chiefs from across China are going viral on Weibo, Douyin, and beyond for dressing up in traditional outfits and creating original videos with low to zero budget.

Another local Chinese tourism bureau chief went viral today – it’s an entire trend by itself. Tourist department offices under several local governments in China are trying really hard to promote their hometowns these days in hopes of attracting more domestic tourists in China’s post-Covid era.

Government officials are showing their best side – and their most creative one – on social media to convince tourists to visit their region. In doing so, these local bureau chiefs have been attracting online attention for appearing in promo videos in various creative ways (#为了让你去玩儿文旅局长们能有多拼#).

Since early 2020, China’s tourism industry has been heavily impacted by the pandemic and China’s strict Covid measures and lockdowns. At various moments during the pandemic, China’s domestic tourism saw an increase in holiday bookings as tourists still wanted to travel but could not easily travel abroad.

Now that China has lifted blockades on foreign travel, the post-zero-Covid itch to travel is back in full swing. As travel to other countries is seeing a boom again (while tourist visas to mainland China are still halted), local tourist offices are doing all they can with a minimal budget to encourage domestic travel to their lovely hometowns.

The trend of China’s tourist bureau chiefs finding innovative ways to promote their regions or towns via social media has been going on for some time already, but it wasn’t until recently that they really gained nationwide attention for their efforts.

The recent viral trend is not only generating more attention for the specific towns and regions promoted in the videos, it is also bringing more recognition for the drive of China’s Culture & Tourism Bureau chiefs – officials who usually rarely get the limelight. Many Chinese netizens agree that it must take a lot of talent and creativity to become a local tourism bureau chief nowadays.

 

1. TOURISM BUREAU DIRECTOR OF ZHAOSU COUNTY (XINJIANG)


Riding a horse through a windy snowy country, He Jiaolong (贺娇龙) was the first local official to feature in a social media video to promote the Yili region. The video of the vice-county head of Zhaosu, all dressed up, went viral in the winter of 2020.

Chief He later told reporters that she did not expect the video to go as viral as it did. According to Shine, He Jiaolong said: “I invited two horse lovers to help us promote local tourism on social media. We borrowed the costume from a local art troupe. They posted my horse-riding videos on Douyin and received enthusiastic responses.”

A ‘behind the scenes’ video later published on Douyin showed He falling over and battling the cold during the filming, only making the local official more popular for her dedication.

 

2. TOURISM BUREAU DIRECTOR OF SUIZHOU (HUBEI)


In October of 2022, Xie Wei (解伟), director of the Suizhou Municipal Bureau of Culture and Tourism in Hubei province, made headlines for his performance in videos produced and directed by himself.

As reported by South China Post, Xie made the videos himself because the local tourism bureau did not have the budget for a professional production. Although the videos made by Xie went viral, they also received some criticism because of how Xie was role-playing and dressing up as an ancient knight.

Nevertheless, Xie Wei did breathe new life into this creative approach to destination marketing, inspiring other Culture and Tourism Bureaus across China to take a similar social media strategy and join on the battleground to win over the hearts of domestic travelers.

 

3. TOURISM BUREAU DIRECTOR OF TIBETAN AUTONOMOUS PREFECTURE


In February of 2023, it was the bureau chief of the Garzê Tibetan Autonomous Prefecture Tourism Office, Liu Hong (@甘孜刘洪), who went viral with various videos featuring him in traditional clothing, which earned him the nickname of “most handsome bureau chief” (“最帅局长”).

It was not the first time for Liu to star in his own tourism promotion video, as there was another video in 2022 in which he also did some cosplay to promote the Garze region (Sichuan).

Liu Hong is now known as one of China’s “celebrity tourism bureau chiefs” (网红文旅局长). The videos actually helped to promote the region but also turned Liu into a celebrity.

 

4. TOURISM BUREAU DIRECTOR OF DAWU COUNTY (SICHUAN)

On February 10 of 2023, it was the Cultural Tourism Bureau chief Jiangze Duoji (@降泽多吉) of Dawu County who professionalized the social media video trend and featured in a super slick 3-minute video with beautfiul shots and a creative idea.

In the intro of the video, Jiangze Duoji speaks English when he talks about his life question of “Who am I?” The video then shows the local official dancing in an astronaut’s costume in Moshi Park, one of the area’s most beautiful scenic spots that will make you feel like you’re in outer space.

The local official is then dressed as a Tang emperor at the Daowu dwellings, moves on to be a an old painter in the Yuke grasslands and King Gasar while galloping over the Longdeng prairie.

The video did not just go viral, it was also promoted by several state media outlets, making it among the most famous videos in this list. It’s also on Youtube here.

 

5. TOURISM BUREAU DIRECTOR OF TAHE COUNTY (HEILONGJIANG)

On February 27, the Heilongjiang Tahe Culture and Tourism Bureau (Daxing’anling prefecture) released a video in which a team of 34 people simulated a rocket launch in the snow.

Du Bo (都波), director of the Tahe County Bureau of Culture and Tourism, told reporters that the decision to shoot the video like this was made during lunch, with the position plan drawn out on a napkin.

With this original video, the local tourist office literally took the social media battle to another level (#塔河县文旅局长卷出新高度#). But Du Bo also stated that other tourist offices in China should not hold back and be scared to join the social media battle, saying they were all in this together to recover China’s domestic tourism industry (“不要怕卷,这种卷是一件好事,大家凝聚在一起,共同期待文旅行业的复苏”).

The tourist office also released a second video that gained popularity online, featuring a ‘snow queen’ in beautiful snowy landscape.

 

6. TOURISM BUREAU DIRECTOR OF MEISHAN (SICHUAN)


This video, which premiered late February of 2023, is also professionally made, with the Meishan Tourism Office taking the video trend very seriously.

The bureau chief demonstrates the beauty of kung fu in this short film, which also received many thumbs up on social media (#文旅局长用功夫带你游眉山#).

 

7. TOURISM BUREAU DIRECTOR OF GAOPING (SHANXI)


On March 7, a video from the tourist office in Gaoping, a county-level city in Shanxi’s Jincheng, also went viral on Chinese social media as “yet another tourist office chief joining the war” (#又一文旅局长申请出战#).

The video shows the local tourist bureau chief “going to war” in traditional costume to promote Gaoping as the hometown of Emperor Yan (#文旅局长戏服代言炎帝故里#).

 

8: TOURISM BUREAU DIRECTOR OF HUANGGANG (HUBEI)

The video posted on social media ‘on behalf of’ the Tourism Bureau of Huanggang, Hubei, also attracted a lot of attention online since many people believed the cosplaying bureau chief had suddenly turned into a handsome young idol.

It later turned out that this video was actually not an official one and was posted on social media without the permission of the tourist office by enthusiastic locals.

 

9. TOURISM BUREAU DEPUTY DIRECTOR OF SUQIAN (JIANGSU)


The hashtag is “Jiangsu’s Culture and Tourist Office Bureau Chief Joins the Battle” (#江苏文旅局长卷起来了#). Liu Bing (刘冰), the deputy director of the Tourism and Culture Bureau in Suqian, Jiangsu, is another local official who is going viral these days for his appearance in a self-produced promo video on social media (#江苏一文旅局长变装项羽代言家乡#).

In the video, Liu Bing is dressed as Xiang Yu (项羽), Hegemon-King of Western Chu, to endorse Suqian tourism. Suqian is the hometown of Xiang Yu (232–202 BC), who is considered one of the greatest military leaders in ancient China.

Although Suqian is one of the later Tourism Bureau hypes to join the hype, the video – published on March 9 – is still welcomed by netizens and is actually putting some pressure on other Chinese cities and regions to come up with their own videos featuring their own historical local heroes.

 

10. TOURISM BUREAU STAFF OF FUJIAN



 

Fujian might be a bit late in “going to war” and joining the social media battle between the Chinese Tourism and Culture Bureau chiefs, its new video (March 9) obviously took a lot of effort, as it features different members of staff in various tourist spots in Fujian province.

The hashtag “Fujian Culture and Tourism Bureau Joins the Battle” (#福建的文旅局长卷起来了#) circulated on Thursday, attracting nearly five million views on Weibo in one day.

 
By Manya Koetse 
with contributions by Miranda Barnes


 

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©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Brands & Marketing

Haidilao No Longer Allows Customers to Bring Their Own Food

While Haidilao is banning its bring-your-own-food option, customers can still bring their own drinks.

Manya Koetse

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It was listed as one of the most popular topics on Weibo on Thursday, February 23: Chinese hotpot chain Haidilao bans customers from bringing their own food (#海底捞禁止自带菜#).

Starting from Feb. 21, 2023, the popular hotpot restaurant strictly enforces its policy of not allowing guests to bring outside food.

Previously, some Haidilao locations did allow customers to bring small amounts of their own food or ingredients, as long as they would sign a waiver. Haidilao stated that the recent ban on bringing in own food is in line with the restaurant’s food management and safety policies.

Haidilao has hundreds of restaurants across China, and people often line up to get a table. Dining at Haidilao is known to be an experience in itself, as the hospitality of Haidilao staff is widely praised; staff members are thoroughly trained to give customers the best possible service. Throughout the years, the chain has introduced many new concepts to enhance customer experience.

Haidilao is all about hotpot, where you put fresh ingredients in a big pot filled with simmering broth. The pot is placed in the middle of the table, accompanied by plates of various meats, vegetables, noodles, condiments, dipping sauces, etc. The ingredients are to be cooked in the broth – Haidilao offers many different options from spicy to mild -and then taken out and dipped into the chosen sauce before eating. Because of this dining style, it would be relatively easy for people to bring their own ingredients as they could just cook them at the table.

Although most commenters on Weibo think it is only reasonable for Haidilao to prohibit people from bringing in their own food, there are still many discussions about the topic. On Thursday night, the topic had over 260 million views on Weibo. By Friday, the hashtag had over 420 million clicks.

The most recurring comments are from those people who did not know that it was previously allowed to bring some of your own food. They wonder why people would do that in the first place. “If you go out for hotpot and bring your own food, why would you not just have hotpot at home?”

Haidilao’s ‘bring your own food’ option was reportedly introduced in 2017 as part of the restaurant’s ‘customer always comes first’ marketing concept, allowing people to bring an ingredient or dish they especially liked to the restaurant.

Some people say they appreciated the option. One commenter posted a photo showing how they brought their own seafood to Haidilao, writing: “Bringing your own food can be so delicious (..), we did it and we still ordered from the restaurant. They made us sign a waiver.”

Another Weibo user (@王铜根) wrote: “I’ve been going to Haidilao for many years and only this year did I bring my own food on two occasions. Once, I bought a very nice beef at the supermarket but I was afraid it was going to thaw on my way home and then I realized I could bring my own food to Haidilao and I went and ate it there. While I was eating it, I thought, Haidilao is so amazing, I vowed that I’d always support them.”

Over a year ago, Haidilao announced that it was closing about 300 of its restaurants which had been doing worse than expected.

Haidilao suffered because of Covid and local lockdowns. Due to the restaurant’s increased labor costs, its menu prices went up, much to the dismay of many netizens, who already thought the prices at Haidilao were steep before the pandemic. In October of 2021, the story of a Haidilao customer in Zhengzhou discovering that the 200 grams of tripe he ordered for 72rmb ($11) was actually only 138 grams also went viral on Weibo, stirring discussions on the Haidilao menu prices.

While Haidilao’s choice to ban its bring-your-own-food option could be a strategic business choice, it also could have other motives related to marketing and legal reasons. (Also read our story on this scammer pretending to find coackroaces in his hotpot to get money from Haidilao.)

Haidilao still allows customers to bring their own beverages to the restaurant.

Read more about Haidilao.

By Manya Koetse 

Featured image via weibo @咚咚东_ddd

 

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:

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.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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