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“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.

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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 Celebs

Weibo Shuts Down Rumors of Tong Liya’s Alleged Marriage to CMG President Shen Haixiong

The censorship surrounding the Tong Liya story almost drew more attention than the actual rumors themselves.

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The famous actress and dancer Tong Liya (佟丽娅, 1983) has had an eventful year. After hosting the CCTV Spring Festival Gala in 2020, she performed at the CCTV Spring Festival Gala in February of 2021 and in May she announced that after seven years of marriage, she finalized her divorce with actor and director Chen Sicheng (陈思诚).

Tong Liya is of Xibe ethnicity and was born in Xinjiang. The former beauty pageant and award-winning actress is known for her roles in many films and TV series, such as those in The Queens and Beijing Love Story. She also starred in the 2021 Chinese historical film 1921, which focuses on the founding of the Communist Party of China.

This month, online rumors about Tong flooded the internet, alleging that she was recently remarried to Shen Haixiong (慎海雄, 1967), the deputy minister of the Party’s Central Propaganda Department and the President of the CMG (China Media Group), which includes CCTV, China National Radio, and China Radio International.

Some of the rumors included those claiming the actress was previously Shen’s mistress, or netizens connecting Tong Liya’s relations with such an influential and powerful person to her role at the previous CCTV Spring Gala Festival.

But these rumors did not stay online for long, and the quick censorship itself became somewhat of a spectacle. As reported by China Digital Times, the topic ‘Tong Liya’s Remarriage’ (‘佟丽娅再婚’) was completely taken offline.

Following the rumors and censorship, it first was announced that Tong reported the online rumors about her to the police, with the hashtag “Tong Liya Reports the Case to Authorities” (#佟丽娅报案#) receiving over 310 million clicks. On December 23rd, the hashtag “Beijing Police is Handling Tong Liya’s Report” (#北京警方受理佟丽娅报案#) went viral online, attracting over 1.7 billion (!) views on Weibo within three days.

The Beijing Haidian police statement on Weibo is as follows:

In response to the recent rumors on the Internet, the public security authorities have accepted Tong Liya’s report, and the case is now under investigation. The internet is not a place beyond the law, and illegal acts such as starting rumors and provoking trouble will be investigated and punished according to the law.”

The statement led to some confused responses among netizens who wanted to know more about what was actually reported and what it is the police are exactly ‘investigating.’

On Twitter, Vice reporter Viola Zhou wrote that the censorship “angered many young people,” some of whom lost their social media accounts for discussing Tong Liya’s second marriage: “It’s now prompting a mass pushback against the potential abuse of censorship power.”

In an attempt to circumvent censorship, and perhaps also ridicule it, some netizens even resorted to morse code to write about Tong Liya.

One Weibo post about the issue by Legal Daily received over 3000 comments, yet none were displayed at the time of writing.

The case is allegedly still being investigated by Beijing authorities.

By Manya Koetse

With contributions by Miranda Barnes.

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.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Celebs

China’s Livestreaming Queen Viya Goes Viral for Fraud and Fines, Ordered to Pay $210 Million

Viya, the Queen of Taobao, is under fire for tax evasion.

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Viya, one of China’s most well-known and successful live streamers, is trending today for allegedly committing tax fraud by deliberately providing false information and concealing personal income.

The ‘Taobao queen’ Viya (薇娅, real name Huang Wei 黄薇) reportedly committed tax fraud from 2019 to 2020, during which she evaded some 643 million yuan ($100 million) in taxes and also failed to pay an additional 60 million yuan ($9.4 million) in taxes.

The Hangzhou Tax Administration Office reportedly ordered Viya to pay an amount of over 1.3 billion yuan ($210 million) in taxes, late payment fees, and other fines. On Monday, a hashtag related to the issue had garnered over 600 million views on Weibo (#薇娅偷逃税被追缴并处罚款13.41亿元#).

Viya made headlines in English-language media earlier this year when she participated in a promotional event for Single’s Day on October 20th and managed to sell 20 billion yuan ($3.1 billion) in merchandise in just one live streaming session together with e-commerce superstar Lipstick King.

China has a booming livestreaming e-commerce market, and Viya is one of the top influencers to have joined the thriving online sales industry years ago. When the e-commerce platform Taobao started their Taobao Live initiative (mixing online sales with livestreams), Viya became one of their top sellers as millions of viewers starting joining her channel every single day (she livestreams daily at 7.30 pm).

With news about Viya’s tax fraud practices and enormous fines going viral on Chinese social media, many are attacking the top influencer, as her tax fraud case seems to be even bigger than that of Chinese actress Fan Bingbing (范冰冰).

Chinese actress Fan Bingbing went “missing” for months back in 2018 when she was at the center of a tax evasion scandal. The actress was ordered to pay taxes and fines worth hundreds of millions of yuan over tax evasion. The famous actress eventually paid approximately $128,5 million in taxes and fines, less than Viya was ordered to pay this month.

Like Fan Bingbing, Viya will also not be held criminally liable if the total amount is paid in time. This was the first time for the e-commerce star to be “administratively punished” for tax evasion.

Around 5pm on Monday, Viya posted a public apology on her Weibo account, saying she takes on full responsibility for the errors she made: “I was wrong, and I will bear all the consequences for my mistakes. I’m so sorry!”

It is not clear if she will still do her daily live stream later today and how this news will impact Viya’s future career.

Update: Vaya’s live stream was canceled.

Update 2: Vaya’s husband also issued an apology on Weibo.

Update 3: Taobao has suspended or ‘frozen’ (“冻结”) Vaya’s livestreaming channel. Her Taobao store is still online.

By Manya Koetse

With contributions by Miranda Barnes.

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.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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