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China Arts & Entertainment

“What Is Peppa?” – Viral Ad Campaign for ‘Peppa Pig’ Movie Makes the British Pig More Chinese Than Ever

It’s the Chinese new year of Peppa Pig.

Manya Koetse

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A new ad campaign for the upcoming Peppa Pig movie features a grandfather living in rural China who goes on a quest to find out what Peppa is. The commercial is a huge success on Chinese social media, and strikes a chord with netizens for touching upon various societal and cultural issues. Peppa is more Chinese than ever now.

“What is Peppa?” That is the question that is currently going viral on Chinese social media, with the hashtag #WhatisPeppa (#啥是佩奇#) receiving a staggering 400 million times on social media platform Weibo at time of writing.

The reason for the trend is an ad campaign, titled ‘What’s Peppa’, promoting the Peppa Pig Celebrates Chinese New Year film, a production by Entertainment One and China’s Alibaba Pictures.

The promotional video (5:39 length, watch featured video), that came out via various online channels on January 17, focuses on a grandfather living in a remote rural village who is anticipating the Spring Festival reunion with his son and his family, who now live in a big city.

The grandfather, named Yu Bao, wants to know what gift to get for his little grandson. When calling his family on a bad connection through his old 2G mobile phone, the word “Peppa” is all he gets from his little grandson before his phone breaks down. But what’s Peppa?

Yu Bao then goes on a comical mission to find out what Peppa is: looking it up in the dictionary, asking his friends -who are just as oblivious as he is-, and asking the entire village.

At the local shop, it is suggested that ‘Peppa’ is some kind of shampoo.

Eventually, one of the female villagers, who used to be a nanny, knows what Peppa is. She tries to explain it to Yu Bao, who now even seems willing to paint his own pig pink for his grandson. She explains that it is a pink cartoon pig whose face looks somewhat like a traditional fire blower.

With some guidance, the grandfather then goes to work and creates a unique ‘Peppa Pig’ gift from a metal air-blower to surprise his grandson during Chinese New Year.

But much to his disappointment, he then receives a phone call from his son, who tells him they are not coming home for Chinese New Year – before the connection drops again.

As grandpa, sad and lonely, is walking by the side of the road, his son suddenly appears in his car, telling him that the connection dropped too soon; he was not just telling him the family was not coming for Chinese New Year, he was trying to tell him that they invited him to come to their home instead.

When the family is finally reunited, it is time for the proud grandfather to show the result of his difficult quest for Peppa to his grandson.

The grandpa’s mission is complete: he gives his grandson a one-of-a-kind Peppa Pig.

The commercial ends with the entire family enjoying the upcoming Peppa film in the cinema together. When a friend from the village calls the grandfather to let him know he finally found Peppa thanks to his new smartphone, Yu Bao says: “It’s okay, I found Peppa already!”

The last shot of the video shows Yu Bao’s friend, a sheepherder, standing with his new phone, while someone in the back plays the tune of the Peppa cartoon. The big slogan on the wall is partly based on a popular catchphrase from another Chinese ad, and says: “At the start of the New Year, don’t accept gifts; the whole family goes to the city to watch Peppa instead.”

 

What’s Peppa Pig?

 

Peppa Pig is a popular children’s cartoon that first aired as a British animated television series (produced by Astley Baker Davies) in May of 2004. It took more than eleven years before the show was officially launched in the PRC (CCTV/June 2015).

The Peppa Pig family, including George.

Since then, Peppa Pig has become one of the most popular programs for preschoolers in China. But not just preschoolers love the pig; it has also become highly popular among young adults, who wear Peppa t-shirts, Peppa watches, and are major consumers of China’s thriving Peppa industry.

In 2018, Chinese popular short video app Douyin (also known in English as Tik Tok) removed approximately 30,000 short videos relating to British cartoon Peppa Pig from its platform, as Peppa had turned into somewhat of a subversive symbol to a Chinese online youth subculture dubbed ‘shehuiren‘ (社会人) (read more here).

This news item led to some confusion in Western media, where it was often suggested that Peppa was completely banned in China. She is, in fact, not banned; she is now more popular than ever.

 

Peppa the Movie

 

Amid the huge success of Peppa in China, it was announced in the summer of 2018 that Chinese tech giant Alibaba was working together with Entertainment One on the release of a Peppa Pig movie especially for the Chinese market, as this year’s Chinese New Year is the start of the Year of the Pig.

The movie, titled ‘Peppa Pig Celebrates New Year’ (小猪佩奇过大年), is set for a nationwide release on February 5, the first day of the Chinese Lunar New Year. This is the most popular time for big blockbusters to come out, as many people are free during Chinese New Year and have the time to go out to the cinema together with their families.

The movie itself revolves around Peppa and little brother George and their parents, who are having a reunion for the Spring Festival. It features various Chinese traditions, and of course, something unexpected will happen.

 

Why This Peppa Ad Campaign is So Brilliant 

 

The Peppa ad has really struck a chord on Chinese social media for various reasons. The video was directed by Beijing director Zhang Dapeng (张大鹏, 1984), who also directed the actual Peppa movie, and the campaign is also sponsored by China Mobile.

What this ad campaign does:

It mixes the love for Peppa with the warm feeling of Chinese family reunions during Chinese New Year.

It presents a nostalgic idea of the Chinese village community, where neighbors come together and look out for each other.

It touches upon the issue of China’s rapid urbanization, that has caused many villages to become deserted and isolated as younger generations have settled in the cities.

It highlights how China’s digitalization is leaving behind its elderly population (read more here).

It shows the strong grandparent–grandchild relationship; usually, Chinese grandparents play an active role in raising grandchildren, something that has been changing due to younger generations moving to the city.

In other words; the advertisement completely draws the figure of Peppa Pig into a Chinese socio-cultural context, where it symbolizes the strong connection between Chinese families amid China’s rapid urbanization and digitalization.

By now, the Peppa campaign is making its rounds from Weibo to WeChat and elsewhere on the Chinese internet, with some online sellers already offering a remake of the Peppa present for sale as a collector’s item. Bloomberg reports that Chinese stocks connected to Peppa Pig have surged after the clip went viral yesterday and today.

“I give this video 100 points!” some commenters on social media write, with others saying it has made them tear up. “This already is the best ad campaign of the year.”

Peppa was already a famous figure in China, but with this viral hit and the upcoming movie, the British pig really has become a part of China’s popular culture and media environment: it’s the Chinese new year of Peppa Pig.

UPDATE (Jan 19): [Now passed one billion views] Want to understand more about this movie and its context? Check out our video here.

By Manya Koetse and Miranda Barnes

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

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Arts & Entertainment

Chinese Anti-Bullying Movie “Better Days” Becomes Hit at Box Office and on Social Media

Chinese movie ‘Better Days’ is praised by online celebrities and experts for addressing the problem of campus bullying.

Chauncey Jung

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The Chinese movie Better Days (少年的你) is a hit; not just in Chinese cinemas, but also on social media, where campus bullying – one of the film’s main themes – is a recurring topic of debate.

Over the past week, Chinese movie Better Days (少年的你), by Hong Kong director Derek Kwok Cheung Tsang and produced by Jojo Hui, has continued its extraordinary performance in movie theaters across China.

The drama movie, starring two popular celebrities Jackson Yi (易烊千玺) and Zhou Dongyu (周冬雨), reached more than 1.4 billion CNY (almost 200 million US$) in box office revenue this week, already making it one of the most lucrative movies of this year.

Better Days is noteworthy for its narrative, which focuses on campus-bullying. In the film, high school student Chen Nian (Zhou Dongyu) is struggling with the stress of her gaokao exams when her best friend, who is bullied by a group of girls at school, commits suicide by jumping off a building.

While mourning over the loss of her friend and dealing with the aftermath of her suicide, Chen becomes a bullying target herself. The story takes a turn when she meets the small criminal Xiao Bei (Jackson Lee).

China’s bullying problem, central to this movie, has been an ongoing topic of discussion in online media over the past few years.

In 2016, a prominent elementary school in Beijing ended up at the center of controversy when various bullying incidents came to light. In that same year, a mother’s social media article on her son’s severe bullying at school went viral and triggered heated discussions.

In 2017, one bullying case became big news after a student from a Beijing-suburb area junior high school was reportedly forced to swallow feces from the restroom by his fellow classmates.

According to Chinese media outlet Caixin, China has yet to have specialized legislation against bullying. A 2016 study suggests that one-third of Chinese students experience school bullying on a frequent or occasional basis, and the bully problems are even more serious in rural areas, where more than 40% of the school-age children experienced some kind of bullying during their school life.

The heightened use of social media among China’s younger generations seems to have only aggravated the bullying problem, with campus violence and bullying being filmed and published online, making victims more vulnerable to further harassment. “Extreme bullying videos” even became a concerning online trend over the past years.

Some argue that China’s current legislation on protecting underage children is, in fact, protecting the bullies rather than those being bullied. A China News Service news report suggests that while most bullies are also individuals under 18 years old, penalties of bullying are also undermined because of the protective provisions in the current legal systems on minors.

In addition to calls to toughen related legislation, media commentaries are also calling for more resources to eradicate the bullying culture and toxic environment on campus. Chinese state media outlet Xinhua, for example, recently suggested the problem should be addressed through family education, counselling services, and more training for teachers and practitioners.

By addressing the issue of campus bullying in China, Better Days seems to have won the favor of moviegoing audiences in China. On the Chinese movie commentary site Douban, the film is receiving hundreds of positive comments and high ratings. The movie currently has a Douban score of 8.4 and a 98% “recommendation rate” on Weibo.

Better Days is also praised by online celebrities and experts. Renowned Chinese sociologist Li Yinhe (李银河), actress Ma Yili (马伊琍), and historian Yi Zhongtian (易中天) all complimented the great acting and the themes of the movie recently.

On Weibo, the movie has become tied to anti-bullying campaigns, with people sharing their own experiences and stories on school bullying and linking the film to hashtags such as “Unite in saying no to campus bullying” (#一起对校园欺凌说不#) or “How to combat campus violence” (#校园暴力到底该如何解决#).

By now, the movie’s hashtag (“Movie Better Days” #电影少年的你#) has seen over 540 million views on Weibo.

See the trailer of Better Days here (with English subtitles). Better Days is still airing in cinemas across China and is also played at various theaters in Europe, America, and Australia.

By Chauncey Jung

Edited by Manya Koetse
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©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Arts & Entertainment

Top 10 of Popular Chinese Podcasts of 2019 (by What’s on Weibo)

What are Chinese podcast app users listening to? An overview.

Jialing Xie

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As the podcasting industry only seems to become more thriving around the world, What’s on Weibo tunes into China’s podcast market and selects ten of the most popular Chinese podcasts for you.

Ever since it first made its entrance into the entertainment industry, the podcast – a term coined in 2004 – has kept growing in listenership in most Western countries.

The same holds true for China, where podcasts are mainly concentrated on a couple of bigger online audio streaming platforms.

What are the most ear-catching podcast streaming services in China now? While various podcast apps have been competing with each other to attract users with their trending content, Ximalaya is one of the most popular ones as it offers the widest range of content of all major podcast apps in China. The app was first launched in 2013, and has been a top-scoring app ever since.

In terms of popularity, Ximalaya (喜马拉雅) is closely followed by DragonflyFM (蜻蜓FM), LycheeFM(荔枝FM), and a series of other podcast platforms with each implementing different business models.

How do we know what’s trending on these podcast apps? Based on user clicks and other metrics, Ximalaya has its own ranking lists of popular podcasts for five major categories: classics, audiobooks,crosstalk & storytelling, news, music, and entertainment.

DragonflyFM (蜻蜓FM) and other podcast apps also have their own rankings for even more narrowly defined categories, although these rankings often feature the same ‘most popular’ podcasts as Ximalaya and other apps.

To give you an impression and an overview of the kind of podcasts that are currently most popular in China, we have made a selection of trending podcasts across various audio apps, with some notes that might be useful for those tuning into these podcasts as learners of Mandarin (all of these popular podcasts use Mandarin).

Please note that this is not an ‘official’ top 10 list, but one that is compiled by What’s on Weibo based on various popular ranking lists in different categories. Guo Degang’s crosstalk and storytelling podcast, for instance, is ranked as a number one popular podcast on both Ximalaya and Dragonfly FM, which is why it comes in highest in our list, too.

What’s on Weibo is independent and is not affiliated with any of these audio platforms or podcasts.

 

#1 Guo Degang: Crosstalk Collection of 21 Years (郭德纲21年相声精选)

Link to podcast

Category: Crosstalk & Storytelling

Duration: 20-90 min/episode

About:

Guo Degang (郭德纲, Guō Dégāng) is one of the most successful crosstalk comedians in China. In 1995, he founded his own crosstalk society, Deyun Society (德云社, Dé Yún Shè), which aims to “bring crosstalk back to traditional theaters.” Guo Degang has succeeded in making the general public pay more attention to crosstalk (相声, xiàngsheng), a traditional Chinese art performance that started in the Qing Dynasty. Like many other traditional Chinese arts, crosstalk performers are expected to have had a solid foundation that is often referred to as “kung fu” (功夫, Gōngfū) before they can perform onstage. Among the many collections attempted to gather Guo Degang’s crosstalk and storytelling performance, this podcast is probably the most comprehensive attempt thus far to gather Guo’s crosstalk and storytelling – it lists Guo’s best performances throughout his nearly three-decade career.

Tips if you are a Mandarin learner:

This podcast contains a lot of word jokes, special idioms, and cultural and historical context, making it more suitable for advanced Mandarin learners. But beginners, don’t be discouraged! Get your feet wet with Guo’s sense of humor if you like a challenge. Accent Alert: you will hear the Tianjin accent in Guo’s performance, which is also encouraged by the crosstalk & storytelling art genre.

 

#2 King Fafa (发发大王)

Link to podcast

Category: Talkshow & Entertainment

Duration: 1 – 2 hr/episode

About:

This podcast provides a glimpse into Chinese society through the lens of ordinary people and their own stories. These stories range from a Chinese mother going through struggles to give birth to her child in the UK as an immigrant, to the love-and-hate relationship between Chinese youngsters and marriage brokers. Or how about Huawei employees’ personal anecdotes, or a self-made millionaire’s confession on his sudden realization of the true meaning of life? Looking beneath the surface of people’s lives with a compassionate and sometimes somewhat cynical attitude, the talk show podcast Fafa King has won over Chinese podcast listeners.

Tips if you are a Mandarin learner:

Enrich your vocabulary and phrases bank with this daily-conversation based podcast. Suitable for medium-level Mandarin learners.
Accent Alert: you will hear mostly Beijinger accents from the two hosts.

 

#3 Chasing Tech, Teasing Arts (追科技撩艺术)

Link to podcast

Category: Technology & Art / Business podcas

Duration: 30 min -1 hr/episode

About:

This Doko.com podcast allows listeners to get new perspectives on technology, art, environmental protection, and business through the voice of aspiring Chinese youths from within China and abroad. Doko.com used to be a digital marketing agency but now describes itself as a “group of people passionate about the internet, a diverse, interesting and exciting place.”

Tips if you are a Mandarin learner:

Doko’s podcast features interviews between the host and guests on topics mainly relating to art and technology in a semi-formal setting. Listen to learn how to discuss these topics in Mandarin. Accent Alert: you will hear the host speaking Mandarin with a slight accent and guest speakers with various accents of their origin.

 

#4 Let Jenny Tell You (潘吉Jenny告诉你)

Full title: Let Jenny Tell You – Learn English and Talk about America (潘吉Jenny告诉你-学英语聊美国), Link to podcast

Category: Education

Duration: 10 – 20 min/episode

About:

Let Jenny Tell You is one of the most popular podcasts around for Chinese listeners to learn English. Hosted by Jenny and Adam, the podcast offers quite rich and unique content, discussing various topics often relating to Chinese culture and news, and of course, diving deeper into the English language.

Tips if you are a Mandarin learner:

As a language learning podcast, this podcast is actually perfect for intermediate learners of Chinese; it works both ways for Chinese-English learners as well as for English speakers who are interested in learning Mandarin. Because Adam speaks English, you always know what the podcast is about. Accent Alert: Jenny (the host) speaks fairly standard Mandarin with minor accents.

 

#5 Stories Across the Globe (环球故事会)

Link to podcast

Category: Society & Culture

Duration: 20 min/episode (length differs on Podcasts App Store)

About:

A skillful narrator digs into stories behind the news, examining various topics involving cultures, history, politics, international relations. This podcast, by China’s state-owned international radio broadcaster, often comes up as a suggestion on various platforms, and also seems to be really popular because of its news-related stories.

Tips if you are a Mandarin learner:

Well-paced speech with an intimate tone, this podcast is a good source for learning new vocabulary and improving your pronunciation if you are already an advanced learner of Mandarin. Accent Alert: the host speaks fairly standard Mandarin with a Beijing accent.

 

#6 Watching Dreams Station (看理想电台)

Link to podcast

Category: Interviews & Culture

Duration: 20 – 40 min/episode

About:

A fun and informative podcast with varied content coverage, this podcast has a refreshing tone and smooth transitions between narratives and (expert) interview footage. A great source to learn more about what Chinese ‘hipsters,’ often referred to as literary and arty youth (文青, wén qīng) care about with regular mentions of social media stories.

Tips if you are a Mandarin learner:

This podcast has relatively slow-paced speech covering various topics, which helps to make you more familiar with new vocabulary and practice how to explain things in Mandarin. Accent Alert: you will hear hosts speak fairly standard Mandarin with minor accents.

 

#7 Black Water Park (黑水公园)

Link to podcast

Category: TV & Movies, Talkshow

Duration: 1 – 1.5 hr/episode

About:

Learn what’s commonly discussed among Chinese young adults about movies and TV shows through these entertaining conversations between the two good friends Ài Wén and Jīn Huā-er.

Tips if you are a Mandarin learner:

Suitable for medium-to-advanced-level Mandarin learners; highly engaging conversations involving lots of slang and colloquial expressions.
Accent Alert: the hosts speak with recognizable Beijinger accents, so be prepared.

 

#8 The Sketch is Here (段子来了)

Link to podcast

Category: Comedy

Duration: 45 min/episode

About:

With 5.426 billion user clicks on Ximalaya, this podcast featuring funny sketches is super popular and has become a household name in China’s podcast market. It offers a taste of humor appreciated by many Chinese, which is very different from what you’d get from a podcast in the West within the same category.

Tips if you are a Mandarin learner:

Great source to learn colloquial Mandarin and funny ice-breakers, but challenging as humor is intrinsically linked with inside jokes and word play. Accent Alert: the host has what’s considered a soothing voice and speaks fairly standard Mandarin.

 

#9 Ruixi’s Radio (蕊希电台)

Link to podcast

Category: Lifestyle & Bedtime

Duration: 10 min/episode

About:

One way to examine culture is to look at what people generally worry about the most. This podcast, that always starts with the soft voice of Ruixi (the host) asking listeners “Hey, are you ok today?”, focuses on a darker side of society and addresses the social and mental struggles that adults in China are facing. Ruixi’s Radio is one of those podcasts that enjoy equivalent popularity across several podcast platforms, which indicates strong branding. For many people, it’s a soothing podcast to listen just before bedtime.

Tips if you are a Mandarin learner:

The slow-paced monologue using language easy to understand makes a great learning material for beginning learners. Accent Alert: Ruixi (the host) speaks fairly standard Mandarin with insignificant accents.

 

#10 Stories FM (故事FM)

Link to podcast

Category: Stories & Bedtime

Duration: 20 – 30 min/episode

About:

Described by the New York Times as a “rarity in a media landscape full of state propaganda and escapist entertainment,” Gushi FM was launched with the idea “Your story, your voice.” As one of China’s popular audio programs, Gushi FM features stories told by ordinary Chinese of various backgrounds.

Tips if you are a Mandarin learner:

As a collection of monologues that detail stories, describe emotions, and argue ideas, this podcast suits advanced level learners. Accent Alert: in every episode, guests with speaking and telling stories in their own local dialects.

Want to understand more about podcasts in China? We’d recommend this insightful article on the Niemanlab website.

Because there are many more popular Chinese podcasts we would like to share with you, this probably will not be our only list. A follow-up list will also contain other favorites such as Two IT Uncles (两个IT大叔), BBPark (日坛公园), and One Day World ( 一天世界).

Want to recommend another Chinese podcast? Please leave a comment below this article or tweet us at @whatsonweibo, leave a message on Instagram or reach out via Facebook.

By Jialing Xie, with contributions by Manya Koetse

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.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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