China Arts & Entertainment
How Chinese Netizens Boosted the Buzz for the ‘Creation of the Gods’ Blockbuster
Despite initial low expectation, this Chinese ‘Lord of the Rings’ has now garnered a devoted online community of fans who are helping to boost its success.
Published
1 year agoon
It has become a major summer box office hit in China: Creation of the Gods I. Despite its initial lackluster performance, audiences raved about the mix of traditional Chinese mythology and high-tech industrialized cinema, and a loyal online community of fans boosted its ticket sales.
Early this week, the Weibo hashtag “Creation of the Gods I Breaks 2 Billion Yuan [US$275M] in Box Office” (#封神第一部票房破20亿#) became a trending topic on Weibo, followed by a hashtag celebrating raking in 2.2 billion [US$302M] on Friday (#封神第一部票房破22亿#), showcasing the remarkable success of Creation of the Gods I: Kingdom of Storms (封神第一部:朝歌风云) in both Chinese cinemas and across social media platforms.
Together, the hashtags have amassed an impressive 230 million views to date, underscoring the growing popularity of this summer box office sensation.
Directed by Chinese film director Wuershan (乌尔善), Creation of the Gods I: Kingdom of Storms stands as the initial film within the trilogy of the fantasy epic Creation of the Gods, also known as Fengshen Trilogy (封神三部曲).
The mythological epic is considered the most ambitious and expensive production in Chinese film history with a planned budget of 3 billion yuan (approximately US$410 million).
The film, which was officially released on July 20th, achieved its box office milestone 25 days after its release. The success of Creation of the Gods I can largely be attributed to the collaborative efforts of the production team and a dedicated group of fans who volunteered to promote the film online, a phenomenon referred to as zìláishuǐ (自来水).
Zìláishuǐ (自来水) literally means ‘tap water’ but it is a label for those netizens who spontaneously promote a film or artist without getting paid for it.
The three characters, 自来水, are actually an abbreviation of the term 自发而来的网络水军 (zìfāérlái de wǎngluò shuǐjūn: “self-organized internet water army”).
This term has emerged on Chinese social media in recent years, signifying a group of individuals who willingly promote films or television series out of love and admiration. Their actions are driven by personal enthusiasm and passion. Unlike those who are paid to promote something, these ardent fans invest their own time and effort into amplifying the presence of their favorite films or shows.
This concept first gained prominence within the fan community of the film Wolf Warrior (战狼) in 2015. It gained broader recognition with Monkey King: Hero Is Back (西游记之大圣归来) later that same year when zìláishuǐ successfully influenced numerous cinemas to increase showings for the animated movie. Earlier this year, zìláishuǐ once again played a crucial role in boosting the popularity of The Wandering Earth II (流浪地球2) upon its release.
Rocky Start for a Multi-Billion-Dollar Film
The origins of the Fengshen Trilogy can be traced back to an initial pinghua (平话) story – which laid the foundation for later written narrative forms in China, – namely King Wu’s Campaign Against [King] Zhou (武王伐纣平话), that emerged sometime between the Song (960-1279) and Yuan (1271-1368) dynasties, as well as the Investiture of the Gods (封神演义), a novel from the Ming (1368-1644) dynasty.
This captivating narrative delves into the history of the Shang (c. 1600-c. 1046 BC) and Zhou (c. 1046-771 BC) dynasties, intricately weaving together folklore, legends, and a variety of mythical beings and creatures.
Wuershan reportedly came up with the idea for the movie after watching The Lord of the Rings: The Fellowship of the Ring in 2001 and publicly shared his intention to turn the Fengshen story into a film in 2012. The project officially commenced in June 2014.
From February 2017 onwards, a global audition was held to select the lead actors and actresses, who then underwent 6-8 months of specialized training. The filming started on August 2018, and concluded in January 2020.
The narrative of Fengshen holds tremendous popularity in China. Nevertheless, this extensive familiarity might actually present a challenge when it comes to triggering the audience’s interest. Past mythological films produced in China have often left viewers with exceedingly low expectations – or even a lack of expectations altogether – for this genre of Chinese cinema.
The challenges encountered by Wuershan and his team were amplified by the three-year-long pandemic and the investment issues of the film’s primary production company, Beijing Culture. The pandemic introduced uncertainty about the film’s release, while Beijing Culture, the primary investor, faced complications due to its involvement in actress Zheng Shuang’s project. Zheng’s reputation had already taken a significant hit when she was accused of abandoning her two surrogate babies in the US, followed by substantial fines for tax evasion (read more).
Although the filming concluded, the movie’s release date was pushed back, prompting concerns about the film’s quality and noticeably dampening the expectations and excitement among Chinese netizens. In June 2023, the announcement of the film’s official release date also failed to generate significant attention or interest among netizens.
At the early stages of promoting the film, the movie’s marketing team adopted a strategy in which they mostly highlighted the young, good-looking, and muscular actors starring in the film. But this approach made some netizens believe that the film had to rely on such visuals to attract audiences because its overall quality was just not up to par.
Based on data from the Chinese ticketing platform Maoyan, Creation of the Gods I garnered a modest box office earnings of slightly over 49 million yuan (US$6.7M) on its opening day, positioning it in the eighth spot among other films that were launched around the same time. This outcome was not just quite disappointing for a project that had received a substantial investment of 3 billion yuan – it was actually pretty disastrous.
Captivating the Hearts of Moviegoers
In spite of its tumultuous production journey and initial cautious response from Chinese moviegoers, as the film continued to be screened in theaters, an increasing number of netizens began to develop a genuine fondness and admiration for Creation of the Gods I.
1: New Portrayal of Su Daji
The presentation of the storyline, especially the reinterpretation of the renowned character Su Daji (苏妲己), garnered praise from moviegoers.
In the original story of Investiture of the Gods, Su Daji was held responsible for the downfall of the Shang Dynasty due to her seduction of Yin Shou (殷寿), the King of the Shang Dynasty. This fateful enticement ultimately metamorphosed him into a ruthless ruler, leading to the demise of the dynasty.
Within China, an ingrained idiomatic expression places responsibility on women for unfortunate occurrences, known as “a beauty that brings disaster” (红颜祸水), and Su Daji has long been emblematic of this notion. However, Wuershan and his screenwriting team chose to diverge from this perspective in the film. Instead, the movie portrays Su Daji as a manifestation of Yin Shou’s ambitious nature. It underscores that Su Daji wasn’t the catalyst for the dynasty’s downfall; rather, Yin Shou himself was responsible for his own downfall.
Although not everyone agrees with this new portrayal of Su Daji, the controversy around the character’s representation has brought greater attention to the film.
2: Fresh Faces in China’s Cinema
Another factor contributing to Creation of the Gods I‘s success in capturing the affection of early moviegoers is the commitment exhibited by both the younger and more seasoned actors and actresses, whether in leading roles or supporting positions.
The majority of actors and actresses who assumed key roles in the film were newcomers to the entertainment industry, introduced through a global audition process. This extensive search encompassed around 15,000 individuals worldwide, culminating in the selection of over 30 participants for a specialized training camp.
Within this training program, they underwent instruction in martial arts, equestrianism, archery, drumming, ancient qin music, and a variety of cultural courses, including pre-Qin history and etiquette. These courses were devised based on the Six Arts: rites (礼), music (乐), archery (射), chariotry or equestrianism (御), calligraphy (书), and mathematics (数). These arts formed the core of education in ancient Chinese culture and were required to be mastered by students during the Zhou dynasty.
3: Costume & Set Design
The production team’s meticulous attention to detail in the costumes and set designs further increased the film’s popularity.
For example, the production team built an entire forest system ecosystem reminiscent of Tibet’s Linzhi and Motuo forests, all within a 10,000-square-meter studio in Qingdao. This was partly due to the protective status of Tibet’s forests, rendering filming scenes involving horse riding impossible. The set allegedly was so lifelike, that many butterflies and insects were attracted to the forest after it was completed.
Similar stories also includes the construction of the main set, the Longde Hall (龙德殿) which was built up by a set design team consisting of 1,500 workers, with 800 of them specializing in wood carving.
After learning all these stories behind the movie, many Chinese netizens have come to believe that the film is not as bad as initially thought. They attributed its underperformance at the box office not to its quality but to an inadequate promotional strategy and execution. In response, many have rallied to support the film.
Zilaishui to the Rescue
Lately, a big group of fresh enthusiasts for Creation of the Gods have come together on Chinese social media and are growing rapidly as a community of ‘Fengshen zìláishuǐ‘ (封神自来水): voluntary and passionate supporters and promoters of the Fengshen Trilogy.
Shui Mu Ding (@水木丁), a Chinese columnist and writer, who is also a member of the ‘Fengshen zìláishuǐ,’ shared her emotions after observing the film’s first-day box office results: “Picture yourself strolling along the beach and stumbling upon a beached whale. You may not have the power to help it, but would you just turn around and leave? It seems impossible to let go.”
She then wrote an article and published it on WeChat and Weibo, recommending this film to her readers and followers. Some people questioned if she was paid for it, but she said she did this “simply because I want to.”
Simultaneously, other members of the ‘Fengshen zìláishuǐ‘ community are also contributing to broaden the film’s impact through various approaches.
For example, they use the content of the film to create memes on social media.
They also cleverly “hijack” ongoing trending topics linked to the actors involved in the film, even when these subjects weren’t directly linked to the film itself. By employing a clickbait approach or crafting posts reminiscent of gossip news narratives, their ultimate goal is to persuade netizens who viewed this hashtag to learn more about the film and, ideally, entice them to go to the cinemas to see the movie.
Then there are those people sharing their experiences after viewing the movie in the cinema and posting them on different social platforms. Some fans even choose to watch the film in theaters twice, three times or even more, pondering over details and sharing their discoveries online, to showcase their support for the film.
Embracing a New Era in the Industrialization of China’s Film Industry
Among the many reviews shared by Fengshen zìláishuǐ, the credits list at the end of the film, just before the bonus scene, keep poppping up. This extensive roster of names, scrolling across the screen for about three minutes, shows the immense scale of this challenging project, resonating deeply with many moviegoers and sparking discussions on the industrialization of Chinese films.
As highlighted in prior interviews, director Wuershan possesses a clear vision for enhancing and refining Chinese film production. His ideas encompass streamlining film production processes by genre, implementing structured and methodical approaches to oversee every facet of filmmaking, and seamlessly integrating cutting-edge technologies.
These principles have been seamlessly woven into the production of the Fengshen Trilogy, setting new standards for the industrialization of China’s film realm.
For instance, prior to actual filming, Wuershan conducted multiple animation previews and rehearsals, aligning his team with his creative vision and mitigating potential losses arising from miscommunication. This approach not only trimmed shooting and editing expenses but also facilitated meticulous planning of the shooting schedule.
Given the film’s extensive utilization of visual effects and reliance on blue screen technology, director of photography Wang Yu (王昱) and his team devised an ingenious technique to craft an expansive screen. They ingeniously repurposed excavator buckets into blue panels, collaborating with the excavator team to erect the blue screen as needed. Through precise control of various angles, they erected a sprawling screen wall.
In another instance of production innovation aimed at standardizing filming procedures, the production team veered away from conventional boxed meals and fast food, instead establishing an actual “Fengshen Canteen” to cater to their workforce of 8000 members, strictly following China’s food safety regulations.
In his quest to explore new ways to improve China’s movie industry industrialization, Wuershan joins the ranks of other directors such as Guo Fan (郭帆) (The Wandering Earth 2) or Chen Sicheng (陈思诚) (Lost In The Stars). They’re all dedicated to innovating film processes across various genres by melding Hollywood knowledge with their own filmmaking expertise to bolster China’s film industry. Guo Fan also visited the set of Fengshen Trilogy to learn from the filming process.
This idealism and drive to improve China’s film industry at large has also resonated with Fengshen zìláishuǐ, futher motivating them to continue their efforts in promoting high quality Chinese films like Creation of The Gods
For now, some fans are already concerned about how their beloved “domestically produced masterpiece” will perform in the international market. But most zìláishuǐ are still busy to promote the movie on Chinese social media and further helping to grow its box office numbers, paving the way for the release of the first and second films of the trilogy during the upcoming summer vacations in China – next year and the year after. If all goes well, we’ll know what they’ll do next summer.
By Wendy Huang
Follow @whatsonweibo
Edited for clarity by Manya Koetse.
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©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com
Wendy Huang is a China-based Beijing Language and Culture University graduate who currently works for a Public Relations & Media software company. She believes that, despite the many obstacles, Chinese social media sites such as Weibo can help Chinese internet users to become more informed and open-minded regarding various social issues in present-day China.
China Arts & Entertainment
Controversial Wanghong Livestreamers Are Becoming a Weibo Staple in China
‘Wanghong’ was a mark of online fame; now, it’s increasingly tied to controversy and scandal.
Published
4 weeks agoon
October 27, 2024As livestreaming continues to gain popularity in China, so do the controversies surrounding the industry. Negative headlines involving high-profile livestreamers, as well as aspiring influencers hoping to make it big, frequently dominate Weibo’s trending topics.
These headlines usually revolve around China’s so-called wǎnghóng (网红) influencers. Wanghong is a shortened form of the phrase “internet celebrity” (wǎngluò hóngrén 网络红人). The term doesn’t just refer to internet personalities but also captures the viral nature of their influence—describing content or trends that gain rapid online attention and spread widely across social media.
Recently, an incident sparked debate over China’s wanghong livestreamers, focusing on Xiaohuxing (@小虎行), a streamer with around 60,000 followers on Douyin, who primarily posts evaluations of civil aviation services in China.
On October 15, 2024, at Shenzhen Bao’an International Airport, Xiaohuxing confronted a volunteer at the automated check-in counter, insisting she remove her mask while livestreaming the entire encounter. He was heard demanding, “What gives you the right to wear a mask? What gives you the right not to take it off?” and even attempted to forcibly remove her mask, challenging her to call the police.
He also argued with a male traveler who tried to intervene. In the end, the airport’s security officers detained him. Shortly after the incident, a video of the livestream went viral on Weibo under various hashtags (e.g. #网红小虎行机场强迫志愿者摘口罩#) and attracted millions of views. The following day, Xiaohuxing’s Douyin account was banned, and all his videos were removed. The Shenzhen Public Security Bureau later announced that the account’s owner, identified as Wang, had been placed in administrative detention.
On October 13, just days before, another livestreaming controversy erupted at Guangzhou Baiyun International Airport. Malatang (@麻辣烫), a popular Douyin streamer with over a million followers, secretly filmed a young couple kissing and mocked them, continuing to film while passing through security—an area where filming is prohibited.
Her livestream quickly went viral, sparking discussions about unauthorized filming and misconduct among Chinese wanghong. In response, Malatang’s agent posted an apology video. However, the affected couple hired a lawyer and reported the incident to the police (#被百万粉丝网红偷拍当事人发声#). On October 17, Malatang’s Douyin account was banned, and her videos were removed.
In both cases, netizens uncovered additional examples of inappropriate behavior by Xiaohuxing and Malatang in past broadcasts. For example, Xiaohuxing was reportedly aggressive towards a flight attendant, demanding she kneel to serve him, while Malatang was criticized for scolding a delivery person who declined to interact with her on camera.
Comments on Weibo included, “They’ll do anything for traffic. Wanghong are getting a bad reputation because of people like this.” Another added, “It seems as if ‘wanghong’ has become a negative term now.”
Rising Scrutiny in China’s Wanghong Economy
Xiaohuxing and Malatang are far from isolated cases. Recently, many other wanghong livestreamers have also been caught up in negative news.
One such figure is Dong Yuhui (董宇辉), a former English teacher at New Oriental (新东方) who transitioned to livestreaming for East Buy (东方甄选), where he mixed education with e-commerce (read here). Dong gained significant popularity and boosted East Buy’s brand before leaving to start his own company. Recently, however, Dong faced backlash for inaccurate statements about Marie Curie during an October 9 livestream. He incorrectly claimed that Curie discovered uranium, invented the X-ray machine, and won the Nobel Prize in Literature, among other things.
Considering his public image as a knowledgeable “teacher” livestreamer, this incident sparked skepticism among viewers about his actual expertise. A related hashtag (#董宇辉称居里夫人获得诺贝尔文学奖#) garnered over 81 million views on Weibo. In addition to this criticism, Dong is also being questioned about potential false advertising, which is a major challenge for all livestreamers selling products during their streams.
Another popular livestreamer, Dongbei Yujie (@东北雨姐), is currently also facing criticism over product quality and false advertising claims. Originally from Northeast China, Dongbei Yujie shares content focused on rural life in the region. Recently, her Douyin account, which boasts an impressive 22 million followers, was muted due to concerns over the quality of products she promoted, such as sweet potato noodles (which reportedly contained no sweet potato). Despite issuing public apologies—which have garnered over 160 million views under the hashtag “Dongbei Yujie Apologizes” (#东北雨姐道歉#)—the controversy has impacted her account and led to a penalty of 1.65 million yuan (approximately 231,900 USD).
Former top Douyin livestreamer Fengkuang Xiaoyangge (@疯狂小杨哥) is also facing a career downturn. Leading up to the 2024 Mid-Autumn Festival, he promoted Hong Kong Meicheng mooncakes in his livestreams, branding them as a high-end Hong Kong product. However, it was soon revealed that these mooncakes had no retail presence in Hong Kong and were primarily produced in Guangzhou and Foshan, sparking accusations of deceptive marketing. Due to this incident and previous cases of misleading advertising, his company came under investigation and was penalized. In just a few weeks, Fengkuang Xiaoyangge lost over 8.5 million followers (#小杨哥掉粉超850万#).
It’s not only ecommerce livestreamers who are getting caught up in scandal. Recently, the influencer “Xiaoxiao Nuli Shenghuo” (@小小努力生活) and her mother were arrested for fabricating a tragic story – including abandonment, adoption, and hardships – to gain sympathy from over one million followers and earn money through donations and sales. They, and two others who helped them manage their account, were sentenced to ten days in prison for ‘false advertising.’
Wanghong Fame: Opportunity and Risk
China’s so-called ‘wanghong economy’ has surged in recent years, with countless content creators emerging across platforms like Douyin, Kuaishou, and Taobao Live. These platforms have transformed interactions between content creators and viewers and changed how products are marketed and sold.
For many aspiring influencers, becoming a livestreamer is the first step to building a presence in the streaming world. It serves as a gateway to attracting traffic and potentially monetizing their online influence.
However, before achieving widespread fame, some livestreamers resort to using outrageous or even offensive content to capture attention, even if it leads to criticism. For example, before his account was banned, Xiaohuxing set his comment section to allow only followers to comment, gaining 3,000 new followers after his controversial livestream at Shenzhen Airport went viral. Many speculated that some followers joined just to leave critical comments, but it nonetheless grew his following.
As livestreamers gain significant fame, they must exercise greater caution, as they often hold substantial influence over their audiences, making accuracy essential. Mistakes, whether intentional or not, can quickly erode trust, as seen in the example of the super popular Dong Yuhui, who faced backlash after his inaccurate comment about Marie Curie sparked public criticism.
China’s top makeup livestreamer, Li Jiaqi (李佳琦), experienced a similar reputational crisis in September last year. Responding dismissively to a viewer who commented on the high price of an eyebrow pencil, Li replied, “Have you received a raise after all these years? Have you worked hard enough?” Commentators pointed out that the pencil’s cost per gram was double that of gold at the time. Accused of “forgetting his roots” as a former humble salesman, Li lost one million Weibo followers in a day (read more here).
Despite the challenges and risks, becoming a wanghong remains an attractive career path for many. A mid-2023 Weibo survey on “Contemporary Employment Trends” showed that 61.6% of nearly 10,000 recent graduates were open to emerging professions like livestreaming, while 38.4% preferred more traditional career paths.
Taming the Wanghong Economy
In response to the increasing number of controversies and scandals brought by some wanghong livestreamers, Chinese authorities are implementing stricter regulations to monitor the livestreaming industry.
In 2021, China’s Propaganda Department and other authorities began emphasizing the societal influence of online influencers as role models. That year, the China Association of Performing Arts introduced the “Management Measures for the Warning and Return of Online Hosts” (网络主播警示与复出管理办法), which makes it challenging, if not impossible, for “canceled” celebrities to stage a comeback as livestreamers (read more).
The Regulation on the Implementation of the Law of the People’s Republic of China on the Protection of Consumer Rights and Interests (中华人民共和国消费者权益保护法实施条例), effective July 1, 2024, imposes stricter rules on livestream sales. It requires livestreams to disclose both the promoter and the product owner and mandates platforms to protect consumer rights. In cases of illegal activity, the platform, livestreaming room, and host are all held accountable. Violations may result in warnings, confiscation of illegal earnings, fines, business suspensions, or even the revocation of business licenses.
These regulations have created a more controlled “wanghong” economy, a marked shift from the earlier, more unregulated era of livestreaming. While some view these measures as restrictive, many commenters support the tighter oversight.
A well-known Kuaishou influencer, who collaborates with a person with dwarfism, recently faced backlash for sharing “vulgar content,” including videos where he kicks his collaborator (see video) or stages sensational scenes just for attention.
Most commenters welcome the recent wave of criticism and actions taken against such influencers, including Xiaohuxing and Dongbei Yujie, for their behavior. “It’s easy to become famous and make money like this,” commenters noted, adding, “It’s good to see the industry getting cleaned up.”
State media outlet People’s Daily echoed this sentiment in an October 21 commentary, stating, “No matter how many fans you have or how high your traffic is, legal lines must not be crossed. Those who cross the red line will ultimately pay the price.”
This article and recent incidents have sparked more online discussions about the kind of influencers needed in the livestreaming era. Many suggest that, beyond adhering to legal boundaries, celebrity livestreamers should demonstrate a higher moral standard and responsibility within this digital landscape. “We need positive energy, we need people who are authentic,” one Weibo user wrote.
Others, however, believe misbehaving “wanghong” livestreamers naturally face consequences: “They rise fast, but their popularity fades just as quickly.”
When asked, “What kind of influencers do we need?” one commenter responded, “We don’t need influencers at all.”
By Wendy Huang
Follow @whatsonweibo
Edited for clarity by Manya Koetse
Spotted a mistake or want to add something? Please let us know in comments below or email us. Please note that your comment below will need to be manually approved if you’re a first-time poster here.
©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com
China Society
Weibo Watch: Going the Wrong Way
About how one delivery driver’s plea for leniency shed light on challenges and struggles faced by millions of food delivery workers, and more must-know trends.
Published
3 months agoon
August 22, 2024PREMIUM NEWSLETTER | ISSUE #35
This week’s newsletter:
◼︎ 1. Editor’s Note – Going the wrong way
◼︎ 2. What’s New and Noteworthy – A closer look at featured stories
◼︎ 3. What’s Trending – Hot highlights
◼︎ 4. What’s Noteworthy – Young woman’s lonely death in rented apartment
◼︎ 6. What’s Popular – Fan Zhendong’s pluche toys
◼︎ 7. What’s Memorable – Ren Zhiqiang’s Weibo exit
◼︎ 8. Weibo Word of the Week – Fandom-ization
Dear Reader,
“Apology! Apology!” Dozens of delivery drivers chanted, standing together in front of Hangzhou’s Xixi Century Square. The group of workers, mostly men, had gathered in front of the complex after learning about an incident that took place just hours earlier.
One of their colleagues, a young delivery driver for the Meituan platform named Wang, had accidentally damaged a fence while trying to enter the complex to deliver a food order on August 12. The security guard stopped him and allegedly demanded 200 yuan ($28) in compensation. Onlookers captured a video showing Wang kneeling before the guard, pleading for leniency. He could not afford the fee nor the kerfuffle—it was peak lunch hour, and he needed to deliver his order on time.
The incident immediately went viral in WeChat groups.1 The image of the delivery driver on his knees, hands in his lap, helplessly looking up at the security guard, resonated with many delivery workers, sparking anger. Members of the delivery community decided to gather at the scene and protest the way their colleague had been treated.
As more delivery drivers arrived, tensions escalated (video). At least twenty police officers, including a specialized police unit, were called in to deescalate the situation, and the security guard was rushed away for his own safety.
That same night, local authorities issued a notification about the incident, urging people to remain calm and show more tolerance and understanding during these blazing hot summer days.
But the simmering tension beneath the surface runs deeper than just the summer heat.
In recent years, many viral videos have captured the hardships faced by Chinese food delivery workers, who endure scorching heat, heavy rain, and thunderstorms to deliver their orders. On August 21, a delivery driver in Pingyang collapsed while picking up a food order at a restaurant but insisted on completing the delivery (he was eventually taken to the hospital by ambulance). Other videos on platforms like Douyin show delivery riders breaking down during work.
The pressure they face is real, and the work they do is intense. China’s main food delivery platforms, Meituan and Ele.me, backed by tech giants Tencent and Alibaba, employ a combined 10 million delivery drivers. Their daily work is monitored by algorithmic management tools. The workload is high, the overwork is severe, the income is low, and the conditions are often unsafe.
Most of these workers are lower-educated migrant workers from rural areas who were already in vulnerable positions before taking these jobs. They face challenges such as limited job opportunities, inadequate medical care, poor nutrition, and sometimes language barriers or social alienation in China’s urban jungle.2 The digital control makes their work stressful—a late order or bad review can cost them income.
Recent studies show that these factors make China’s food delivery drivers highly susceptible to anxiety and depression. One study focusing on urban delivery drivers in Shanghai found that 46% of the drivers surveyed reported anxiety symptoms, and 18% experienced depression.3
While the recent Hangzhou incident and other viral moments have drawn attention to the stressful working conditions and weak social status of China’s food delivery workers, a new Chinese movie presents a different perspective on the gig economy.
Upstream “逆行人生” (Nìxíng Rénshēng), a movie by director and star actor Xu Zheng (徐峥), was released on August 9. The story revolves around former programmer Gao Zhilei—played by Xu himself—who loses his job and savings. To support his family and ill father, he takes up a job as a delivery worker to survive.
The Chinese title of the movie, 逆行人生, translates to “a life against the current.” The term 逆行 (nìxíng) literally means ‘to go the wrong way’ or ‘to move in the opposite direction,’ and it has been translated as ‘upstream’ in this case. Since early 2020, Chinese state media have used the term 逆行者 nìxíngzhě, “those going against the tide” to refer to frontline workers and everyday heroes who made significant contributions or sacrifices for society, particularly during the pandemic or in emergencies such as forest fires.
Although Upstream does highlight some of the struggles faced by Chinese gig workers, it is largely a feel-good movie that avoids a deeper exploration of the marginalized status and precarious work conditions of gig workers. The title and story align with the narrative promoted by official media about China’s food delivery workers, especially during the pandemic when their work was extra demanding. Instead of lobbying for better labor conditions, they are praised as heroic and altruistic; as noble national heroes who act for the greater good. As one driver quoted in a study by Hui Huang put it: “They treat us as heroes in the media, but as slaves in reality.”4
This sentiment also plays a role in the public’s reception of Upstream, as discussed in a recent article by Sixth Tone. Many feel that the film exploits the struggles of China’s gig workers for entertainment and profit rather than genuinely advocating for their rights and well-being. Turning such harsh realities into a feel-good narrative is seen by some as “the wrong way” rather than “upstream.” Some have even described it as “rich people acting poor and making the poor pay for it.”
One Zhihu user placed the actual film poster next to an alternative version featuring delivery driver Wang in a vulnerable, knee-down position, which powerfully symbolizes how many delivery drivers perceive their weak status in society. The official poster says, “August 9 – auspicious/timely delivery,” while the alternative poster states, “August 12 – delivery not possible.”
However, there is an upside to the heightened attention on China’s food delivery workers: increased awareness. For example, the absurdity of relying on algorithms for their work is now sparking important discussions.
Delivery algorithms put pressure on riders by calculating precise delivery times based on ideal conditions, leaving little room for traffic delays, staircases, extreme weather, or restaurant preparation times. Riders can get caught in “algorithm traps” (算法陷阱) because the faster they work, the stricter the algorithm tightens delivery windows, and they may face penalties or reduced earnings if they fail to meet the expected times.
The fact that, through Upstream and the Hangzhou incident, people are now acknowledging the pressure that Meituan and Ele.me drivers face under such digital systems is already a big improvement from 2019, when debates centered on whether or not you should say “thank you” to acknowledge the service provided by delivery drivers.
“Maybe some parts of this film don’t fully connect with reality,” author Yan Lingyang (晏凌羊) wrote on Weibo about Upstream: “But under the current system, I think it’s already quite daring. It reflects various issues such as the economic downturn, housing bubbles, corporate burnout [involution], low wages for grassroots workers, lack of rights protection, and algorithm traps.”
Chinese blogger Cui Zijian (崔紫剑) recently also spoke out against the exploitation of drivers by platform companies, arguing that algorithms should be improved and suggesting that delivery riders be included in unions.
While the reception of Upstream and the Hangzhou delivery driver protest might seem to indicate that things are going the wrong way, the increased awareness actually points in the right direction—toward greater understanding of the challenging situation faced by millions of workers.
I’d love to dive deeper into topics such as these that are so relevant in everyday society and show how digital platforms impact the lives of people. Since I’m always reporting the latest trends, it often leaves little room for the more in-depth articles and overviews I’d love to write for you about the issues behind China’s hot topics & tech developments. Because of this, I’ve decided to gradually shift my focus toward deeper dives instead of shorter trend articles for What’s on Weibo. I’ll still provide timely updates on the latest trends through the Weibo Watch newsletter. I’m currently brainstorming how to make this transition, and I’ll keep you involved as I work on continuing to deliver insightful content. Finding the right balance between covering current trends and providing more contextual analyses can be challenging, but I can’t complain—thankfully, no algorithms are chasing me.
Miranda Barnes has contributed to the compilation and interpretation of the topics featured in this week’s newsletter. Ruixin Zhang has authored the insightful fan culture article, and contributed to the word of the week. As always, if you have any observations or ideas you’d like to share, please don’t hesitate to reach out to me.
Best,
Manya Koetse
(@manyapan)
1 The initial story that went viral in WeChat groups (links of screenshots) claimed that the delivery driver was a woman, and that the security guard had forced her to kneel. This detail intensified the outrage. However, it was later revealed that the driver was actually a thin, male worker who knelt voluntarily, in hopes of speeding up the process.
2 See Peng, Yuxun, et al., “Status and Determinants of Symptoms of Anxiety and Depression among Food Delivery Drivers in Shanghai, China,” International Journal of Environmental Research and Public Health 19, no. 20 (2022): 1; and Hui Huang, “Riders on the Storm: Amplified Platform Precarity and the Impact of COVID-19 on Online Food-delivery Drivers in China,” Journal of Contemporary China 31, no. 135 (2022): 351, 363.
3 See Peng, Yuxun, et al., “Status and Determinants of Symptoms of Anxiety and Depression among Food Delivery Drivers in Shanghai, China,” International Journal of Environmental Research and Public Health 19, no. 20 (2022): 10.
4 See Huang Hui, “Riders on the Storm: Amplified Platform Precarity and the Impact of COVID-19 on Online Food-delivery Drivers in China,” Journal of Contemporary China 31, no. 135 (2022): 363.
What’s New
Ping Pong Fandom | The table tennis final between Chen Meng and Sun Yingsha in Paris exposed troubling fan dynamics, sparking discussions on the clash between fandom culture & the Olympic spirit. Read our latest on the influence of fandom culture in Chinese table tennis 🏓 🔗
The Big Olympic File | Before the Paralympics will start on August 28, time to reflect on what happened during the Olympics. We reported and wrapped it up! Capturing all the must-know medals and online discussions happening on the sidelines of the Olympics, here’s the What’s on Weibo China at Paris 2024 Olympic File.
Medals and Memes | The 2024 Paris Olympics captivated Chinese social media, not just for the gold medal victories but also for the many moments that unfolded on the sidelines. Here are the 10 most popular ones.
The Human Bone Controversy | Chinese online media was flooded with 404 errors earlier this month as many of the articles published about the human bone scandal—where the Chinese company Shanxi Aorui illegally acquired thousands of corpses to produce bone graft materials sold to hospitals—were taken offline. From 2015-2023, Shanxi Aorui forged body donation registration forms and other documents to purchase corpses from hospitals, funeral homes and crematoriums to produce bone implant materials sold to hospitals.
What’s Trending
🐒 Black Myth Wukong
A Chinese game that has been in development for over four years is top trending on Weibo this week. More than that: it’s a national sensation. Black Myth: Wukong (黑神话悟空) was officially released on August 20, surpassing all expectations. Within an hour of its release, it topped the “Most Played” list on Steam, with over 2 million concurrent players.
Developed by Game Science, a startup founded by former Tencent employees, Black Myth: Wukong draws inspiration from the classic Chinese novel Journey to the West. This epic tale, filled with heroes and demons, follows the supernatural monkey Sun Wukong as he accompanies the Tang dynasty monk Xuanzang on a pilgrimage to India to obtain Buddhist sūtras (holy scriptures). The game focuses on Sun Wukong’s story after this journey. Black Myth: Wukong has been such a massive success that anything associated with it is also going viral—a merchandise collaboration with Luckin Coffee sold out instantly.
🥇 Olympic Heroes Hailed at Home
China’s Olympic champions, including Quan Hongchan (全红婵), who we also discussed in our last newsletter, have received warm welcomes home as their hometowns were transformed into temporary pilgrimage sites, complete with medal ceremonies and huge posters. There have been many touching moments during the champions’ return. For example, Boxing Gold medalist Wu Yu jumped into her mom’s arms and cried like a little kid after returning from her Paris adventure.
In addition to the warm receptions in their hometowns, the champions were also honored in Beijing at the Great Hall of the People, where Xi Jinping met with the athletes on August 20 and praised them for their performance and sportsmanship throughout the Paris Games. A related hashtag has garnered 360 million views on Weibo ( #中国体育代表团总结大会举行#)
🚨 Magic Carpet Ride Gone Wrong
The “magic carpet ride” at the popular Detian Waterfall scenic area in Guangxi’s Chongzuo drew significant attention on social media earlier this month after a malfunction led to tragic consequences. This attraction, designed to transport visitors up the mountain as they sit backward on a moving belt, suddenly malfunctioned on August 10, causing passengers to slide uncontrollably downwards (here you can see how the attraction normally operates).
The accident resulted in one tourist’s death and injuries to 60 others. A joint investigation team was established to determine the cause of the incident. Preliminary findings suggest that a steel buckle at the belt’s joint broke, causing the belt to rapidly slide downward. With passengers spaced about a meter apart on the conveyor belt, the sudden movement led to collisions, with some individuals being crushed, particularly at the lower end. Those responsible for the attraction’s operation and maintenance have been detained in accordance with the law for their roles in the incident, which will be further investigated.
🍵 Eileen Gu Controversy
Whether it’s her athletic career or personal life, Eileen Gu (谷爱凌) always seems to find herself trending in China. The American-born freestyle skier and gold medalist who represented China at the 2022 Beijing Olympics sparked discussions during the Paris Olympics due to her connection with Léon Marchand, the renowned French Olympic swimmer. Marchand faced significant backlash on Chinese social media after being accused of ignoring a handshake from Team China’s coach Zhu Zhigen (朱志根). A brief video of the incident went viral, showing the Chinese coach approaching Marchand to congratulate him, only for Marchand to seemingly ignore him and walk away.
Amid the controversy, netizens noticed that Gu, who had previously interacted with Marchand online, deleted her comments on his Instagram, including a compliment on his latest Olympic victory (“incredible”) (#谷爱凌删了给马尔尚的所有ins评论#). However, when videos surfaced of Gu dancing closely with Marchand, she was accused of being two-faced or insincere. While some initially saw her deletion of the interactions as a patriotic gesture, many now believe she was simply being opportunistic.
But Gu is clapping back at her haters, suggesting that she can never please everyone. When someone called her out for being “a traitor” to her country, Gu reportedly replied, “Which one?” The issue of Gu’s nationality has been a somewhat sensitive topic since she first represented China, with many questioning whether she holds a Chinese or American passport (as China does not recognize dual nationality). Gu’s previous statement, “I’m American when in the US and Chinese when in China,” has also triggered dissatisfaction among Chinese audiences. On Instagram, she has now confronted her haters: “In the past five years, I’ve won 39 medals representing China and spoken out for China and women on the world stage. What have the haters done for the country?”
💍 New Marriage Rules
A revised draft regulation on marriage registration introduced by China’s Ministry of Civil Affairs last week has sparked significant online discussion. One notable change is that couples will no longer need their hukou, or household register, to get married. Traditionally, this document is often held by parents, meaning that those who wish to marry had to obtain it—essentially seeking parental approval. By removing this requirement, the process is simplified, giving individuals more freedom to marry, even if their parents disagree.
However, the draft regulation is drawing criticism, primarily due to the inclusion of a 30-day cooling-off period for divorce. This cooling-off period (“冷静期”) allows either party to withdraw their divorce application within 30 days of filing. Although introduced in a draft as early as 2018, it continues to generate debate. Many feel that while the revision appears to grant more freedom in marriage, it restricts the freedom to divorce in a timely manner. Some say this is like a “loose entry, strict exit” (宽进严出) policy, similar to Chinese university admissions. One popular comment called it “fake freedom.” The draft regulation is open for public feedback until September 11.
🚴 Discussions over Cycling Boy’s Death
A tragic incident in Hebei has sparked significant online discussions. In Rongcheng County, an eleven-year-old boy who was cycling with his father in a group of cyclists fell down and was run over by a car coming from the opposite direction. A dashcam video captured the group riding in the middle of the road, leaving the oncoming vehicle with little room or time to avoid the collision. The boy succumbed to his injuries shortly after the accident.
The incident has led to broader debates about the father’s responsibility. According to road safety laws, the eleven-year-old should not have been cycling on a public road, especially not in the middle of it. The situation is further complicated by reports that people had previously warned the father about the dangers of bringing his young son on high-speed cycling trips, warnings which he allegedly ignored. Although the father initially attempted to shift the blame onto the driver for speeding, public opinion has largely condemned him for being irresponsible, with devastating consequences.
🇨🇳 Chinese Flag Controversy
A hotel in Paris, part of a Taiwanese chain, became the center of online attention this August after it failed to include the Chinese flag in its Olympic-themed decorations. The issue was brought to light by a Chinese influencer who posted a video accusing the Evergreen Laurel Hotel (长荣桂冠酒店) of refusing to display the Chinese flag, even after the influencer offered to provide one. The incident sparked significant backlash, leading domestic travel platforms like Ctrip and Meituan to delist the hotel’s booking options, including those at its Shanghai location. The hotel eventually issued an apology, but many netizens found it too vague, as it did not directly address the flag incident, instead focusing on general dissatisfaction with their decorations. The Chinese Embassy in France has since commented on the issue, expressing support for Chinese people, both at home and abroad, in their efforts to “remain united and uphold patriotic values.”
What’s Noteworthy
The WeChat account Zhenguan (贞观) reported on August 16 about a tragic incident involving a 33-year-old woman from a small, impoverished village in Ningxia who died alone in her rented 30th-floor apartment in Xi’an. Her body was not discovered for a long time, and by the time it was found, it had decomposed to the point of being unrecognizable. In the article, titled “A Women From Out of Town Died in the Apartment I Rented Out” (“一个外地女孩,死在了我出租的公寓”), which has since been deleted, a landlord shares their story of how they discovered the single young woman had died inside the studio apartment. The article paints a picture of a once-bright rural girl who became disillusioned as the competitive educational system and the pressures of city life crushed her spirit. The woman, who depended on her family’s financial support, hadn’t ordered or cooked any food for nearly twenty days since she was last seen in May, suggesting she most likely starved to death in her apartment.
The article quickly went viral over the weekend. The incident, which allegedly took place during the summer, resonated with people as they began filling in the gaps of the story with their own interpretations. They felt for the woman, who had worked hard in life but had found herself unable to live up to expectations. Some saw the young woman’s story as a tragic reflection of the struggles in contemporary Chinese society. Some blamed city life, others blamed rural culture. But many also doubted the story’s authenticity.
After Chinese media outlets like Zhengzai Xinwen (正在新闻) began investigating the matter, it was revealed that some details in the story were inaccurate. The incident did not occur in Xi’an but in Xianyang. People from the woman’s hometown mentioned that she was socially withdrawn and may have struggled with mental health issues, though she was never formally diagnosed. Local police did confirm that the incident is real and that it is still under investigation by a local branch of the Xianyang Public Security Bureau. Regardless of the exact circumstances, the woman’s story has struck a chord, with one popular comment on Weibo stating: “There are countless others like her in society who are experiencing the same struggles. No matter what you’re going through, I hope you don’t give up on life.”
What’s Popular
This summer’s Olympic fever in China has been evident across various e-commerce platforms. Whether it was the sudden popularity of Zheng Qinwen’s tennis skirt or the craze over diver Quan Hongchan’s ugly animal slippers, Chinese consumers have eagerly embraced Olympic-themed shopping.
Recognizing the influence of athletes during and after the Olympics, brands have tapped into their potential by launching various collaborations. A particularly successful example is the plush paddles endorsed by Olympic table tennis star Fan Zhendong (樊振东). The 27-year-old national table tennis player, often referred to as the “National Ping Pong God” (国乒男神), not only clinched double gold in Paris but also endorses several brands, including the British Jellycat brand, which created the plush paddle toys.
One popular video shows Fan playing table tennis with the plush paddle toy, which quickly sold out after his Olympic victory. The toy was restocked twice in three days before selling out again. Many commenters praised the toy for being so cute, and in light of Wang Chuqin’s now-famous broken paddle incident, others joked that it’s a good thing the plush paddles are unbreakable.
What’s Memorable
China’s well-known political and social commentator Hu Xijin (胡锡进) has been noticeably absent from Chinese social media for about a month. The former editor-in-chief of the Global Times has not posted on his account since July 27—an extraordinary, unannounced, and unexplained pause from his typically daily social media activity. In light of Hu’s sudden silence, we take a look back eight years into the What’s on Weibo archive, when another social media commentator and real estate tycoon, Ren Zhiqiang (任志强), abruptly went silent, and his account subsequently disappeared.
Weibo Word of the Week
Fan Cultured | Our Weibo word of the week is ‘fan-cultured’ or ‘fandom-ization’ (fànquānhuà 饭圈化). While fànquān 饭圈 literally means “fan circle,” the suffix huà 化 is generally used to indicate a process of transformation or turning into something, similar to the “-ization” suffix in English.
The term fànquānhuà 饭圈化 refers to the recently much-discussed phenomenon where something—often outside the realms of entertainment—receives passionate support from people who begin to form online fan circles around it, changing the dynamics in ways that resemble the relationships between celebrity idols and their fans.
A recent example of something being “fan-cultured” or “fandom-ized” is how fans have started to form extremely strong communities around China’s table tennis stars, defending them as if they were idols. This fan behavior has been criticized by Chinese authorities, who see it as toxic fan culture that goes against the Olympic spirit (read more).
But “fandom-ization” goes beyond sports. There are also strong fan club dynamics surrounding Chinese pandas. Even inanimate objects can become “fan-cultured.” For example, the Little Forklift Truck (小叉车) that was part of the construction of the Huoshenshan emergency specialty field hospital during the early days of the Covid crisis. The construction process was live-streamed, and millions of viewers found the little truck—working tirelessly around the clock—so cute and brave that it became “fan-cultured.”
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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The Rising Influence of Fandom Culture in Chinese Table Tennis
China at the 2024 Paralympics: Golds, Champions, and Trending Moments
Hidden Hotel Cameras in Shijiazhuang: Controversy and Growing Distrust
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Death of Chinese Female Motorcycle Influencer ‘Shigao ProMax’ Sparks Debate on Risky Rides for Online Attention
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