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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 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 Memes & Viral

When a Scene from a 2010 Chinese TV Drama Goes Viral: The ‘Cao Cao Flips Rice Bowl’ Meme

Cao Cao flipping the rice bowl is another Cao Cao meme that’s widely used to convey internal struggles about facing reality.

Zilan Qian

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These days, a viral meme originating from the Chinese TV series Three Kingdoms (三国) has gained significant traction on Chinese social media.

In a memorable scene from the 2010 series, Cao Cao, a prominent warlord in Chinese history played by actor Chen Jianbin (陈建斌), angrily flips his rice bowl upon receiving news of a surprise attack, only to gather the spilled rice back into the bowl later.

This scene featuring an enraged Cao Cao has resurfaced and struck a chord with individuals reluctantly facing reality.

Turning into a popular meme, Cao Cao flipping the rice bowl has become widely employed to convey sentiments of self-inflicted humiliation or the hesitation to undertake certain actions.

The Context of the Scene

The specific scene comes from episode 12 of the Three Kingdoms. Warlord Cao Cao, who is governor of Yan Province, is enjoying his meal when his advisor comes in to inform him about a surprise attack by Chinese military general Lü Bu (吕布), capturing almost the entire province.

The meme of “曹操盖饭.” The term “盖” is often translated as “covering” or “capping.” When combined with 饭 (rice), it forms a noun that refers to a dish where various toppings, such as cooked meat or sauces, cover the rice, similar to a Donburi-style meal.

Upon receiving this alarming report, Cao Cao’s anger flared, and he promptly flipped his rice bowl upside down on the table, an act now commonly referred to as “Cao Cao flips the rice bowl” (曹操盖饭).

Cao Cao’s anger was intertwined with disbelief at Lü Bu’s audacity to execute such a daring attack. Cao Cao’s advisor swiftly clarified that the mastermind behind the attack was Lü Bu’s strategist, Chen Gong (陈宫), who was also renowned as a brilliant strategist during the Three Kingdoms era.

As he grasped the true situation, Cao Cao gradually regained his composure and meticulously gathered the spilled rice back into his bowl – an act now known as “Cao Cao retrieving his bowl of rice” (曹操撤回了一碗饭),- before resuming his meal.

The catchphrase that is used to describe Cao Cao retrieving his rice utilizes the word “chèhuí” (撤回), which means “to recall” or “to retract.” It can be understood as “Cao Cao recalled his bowl of rice,” drawing a parallel to the recall function in WeChat that allows users to retract or cancel a message after it has been sent.

How To Use the Meme

The contrast between the forceful act of flipping the rice bowl and the subsequent unwillingness and silence displayed while putting the scattered rice back into the bowl is a key factor contributing to the meme’s viral nature on the internet.

Netizens have creatively applied Cao Cao’s meme in various situations to express their own internal struggles or a sense of self-inflicted humiliation they experience (自己打自己脸).

For instance, the meme effectively captures the feelings of both white-collar workers and students who utilize the “Cao Cao flips the rice bowl” meme on Fridays. On this day, they express their frustration with the demanding work week and their eagerness to leave their tasks behind.

However, the arrival of Monday brings a sense of reality as they realize the necessity of returning to the office or school. The “Cao Cao retrieves his bowl of rice” meme is then employed to represent the unavoidable resumption of their daily routines.

In this regard, the meme is somewhat comparable to the English “F*ck This Job, *Goes to Work*” meme (link).

“Not Possible, Absolutely Not Possible”

It is not the first time for Three Kingdom‘s Cao Cao to achieve viral status through memes.

Prior to the emergence of the ‘Cao Cao flips/retrieves the rice’ meme, Cao Cao was already well-known for another meme phrase: “Not possible, absolutely not possible” (“不可能,绝对不可能”).

This meme originated from a scene where Cao Cao received news of Liu Bei’s rebellion, immediately after confidently asserting that Liu Bei, another major warlord, would never betray him.

“Not possible, absolutely not possible”

The meme captures the essence of self-deception and the unwillingness to accept the truth. Similar to the current popular meme, this meme is often used to depict situations where someone unintentionally exposes their own flaws or contradicts their previous statements, symbolizing a self-inflicted “slap in the face.”

Read more of our articles about memes in China here.

By Zilan Qian

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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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China Celebs

Fandom Meets Matrimony: Sea of Brides at Roy Wang’s Concert as Female Fans Show Up in Wedding Gowns

After showing up as brides at Roy Wang’s concert, some female fans attempted to return their gowns within the store’s 7-day ‘No Questions Asked Return Policy’.

Manya Koetse

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A recent concert by Chinese celebrity Roy Wang (Wang Yuan 王源) has become a hot topic on Chinese social media as female fans attending the show collectively decided to wear wedding dresses to express their love for the singer.

Born in 2000, Roy Wang is best known as a member of the hugely popular TFboys idol group that debuted in 2013, but his solo career has also been thriving for years. Wang is an award-winning musician, who is now among China’s most influential young celebrities. On Weibo, he has nearly 85 million followers.

The sight of so many fans coming to Wang’s Chongqing concert wearing wedding dresses was already remarkable, but it garnered even greater attention when it turned out that some of the women’s boyfriends were so upset over their girlfriends wearing a wedding dress for another man that they ended the relationship because of it.

On Douyin (China’s TikTok), the related discussion made it to the top 5 trending daily topics list.

Female fans partying in their wedding dress. Photo posted on Weibo.

The story gained further traction when reports emerged that some female fans who had recently purchased wedding dresses for the concert attempted to return them to the store the next day, taking advantage of the store’s policy that allows returns within seven days without requiring a specific reason (7天无理由退货).

“I already wondered why business was suddenly booming,” one Chongqing wedding gown seller wrote on social media, complaining how the return policy was being abused by some of Roy Wang’s fans.

Others saw the fact that they wore the wedding dress to the concert as a unique selling point, and tried to resell their gowns online for more than the original price, claiming that the dress still had “a hint of the concert’s aroma.”

Scene of the concert.

Commenters bombarded these women with negative comments, as the topic also drew wider discussions on how far some fans are willing to go to show their love for their idols.

Some social media users expressed that a wedding dress has a symbolical or even sacred function, and that tying the concept of fandom to matrimony is inappropriate. They condemned the women for showing up to the concert as brides.

Given that many of the commenters criticizing the women were male, there were also feminist voices that condemned these men for their pettiness and chauvinistic attitudes. One comment stood out: “There will always be men whose ego is bruised when women they don’t even know won’t wear a wedding dress and save their chastity for them. Thanks to Roy Wang’s concert, I once again realize the diversity of species.”

In an online poll asking people “Can women only wear a wedding dress once in their lives” (#女生一生只能穿一次婚纱吗#) the majority of people replied that they should just wear whatever they like.

“My first thought is that this is romantic,” one popular entertainment blogging account (@娱大蜀黍) wrote: “My second thought is that it’s actually quite moving. In the midst of their youth, they are writing a passionate chapter for themselves. They will treasure it as a beautiful memory later on in life. They do what they love and they’re not bothering anyone. It’s perfectly fine.”

By Manya Koetse & Miranda Barnes

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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