Why Using Trendy Chinese Memes is Essential for Your Chinese Social Content
Entering the Chinese market is no longer just about translating content or running ads. Success on Chinese social media depends on speaking the language of the people, and increasingly, that language is shaped by memes, trending internet expressions, and playful cultural references.
Young Chinese consumers are “all about the memes.” They use trending phrases not just for humor but to signal identity and belonging. For brands, failing to understand or leverage these trends is equivalent to missing the social media conversation altogether.
In this article, we explore why Chinese social marketing now requires fluency in internet culture, how brands can use memes strategically, and key examples of trending expressions you should know for your Chinese social content.
Why Memes Matter in Chinese Social Marketing
Chinese consumers, particularly younger generations, are drawn to content that feels authentic, relatable, and “in on the joke.” Memes and trending phrases serve three essential purposes in Chinese social content:
Emotional Connection: Memes allow users to express feelings quickly and share common experiences.
Identity & Belonging: Participating in meme culture signals membership in a community, a key driver of engagement on platforms like WeChat, Weibo, Douyin, and Xiaohongshu.
Brand Relatability: A brand that understands trending memes can communicate in the same language as its audience, positioning itself as approachable and culturally aware.
In short, brands that embrace playful, culturally relevant language are more likely to succeed in entering the Chinese market than those relying solely on traditional, formal advertising.
Let’s together check out some recent trendy Chinese memes and their marketing potential.
Here are some of the recent popular chinese influential internet phrases and memes shaping Chinese social content, with examples of how brands can incorporate them.
1. “Crispy Worker” (脆皮打工人)
The term “Crispy Worker” humorously describes the fragile, stressed-out office worker struggling with overwork, long commutes, and everyday pressures. It resonates strongly with younger employees navigating the high-pressure labor market.
Brands can use this meme to empathize with working audiences or craft content around workplace humor, stress relief products, or productivity tools.
2. “Pay Cat Tax” (交猫税)
Originating from a playful trend of sharing cat photos in online interactions, “Pay Cat Tax” has become a cross-cultural meme symbolizing friendly social exchange.
Incorporate pets or lighthearted imagery in campaigns to increase engagement, especially on Rednote (Xiaohongshu) or Douyin, where lifestyle and personal-sharing content dominate.
3. “Playing Abstract” (玩抽象)
This refers to intentionally absurd, offbeat, or “nonsensical” content used to entertain and engage audiences. Think of it as controlled chaos that sparks curiosity and shares in a humorous way.
Brands can experiment with creative, unexpected posts that surprise users while staying on-brand, positioning themselves as playful yet innovative in Chinese social marketing.
4. “Pain Culture” (痛文化)
Originally describing extreme fandom expression in Japanese culture, this meme highlights individual quirks, niche interests, and highly expressive personal style.
Brands can embrace niche communities or co-create content with fan culture to deepen engagement and demonstrate cultural awareness.
5. Showy Bag (显眼包)
The term “Showy Bag” literally means a bag that stands out, but in Chinese social culture, it has evolved into a broader metaphor for anything attention-grabbing or flashy. Young consumers love to highlight their personality and individuality through “显眼包” items, from fashion accessories to lifestyle choices. For brands, this trend demonstrates that Chinese social content that helps consumers stand out or feel special resonates strongly. Luxury, lifestyle, and fashion brands can leverage this by showcasing products in visually striking ways that encourage engagement and sharing. Incorporating “Showy Bag” moments into campaigns shows that your brand understands local youth culture, a key aspect of effective Chinese social marketing.
6. Hexagon / Six-Sided (六边形)
“Hexagon” or “Six-Sided” is a popular expression used to describe someone’s versatility or lack thereof. Terms like “Six-Sided Warrior” imply a person who excels in many areas, while “Six-Sided Useless” humorously highlights failure across the board. This playful metaphor has become a staple in internet conversations, often appearing in user-generated content and social posts. For brands, integrating Six-Sided language in campaigns can create relatable humor and foster community engagement. It also allows international brands entering China to demonstrate cultural fluency, which is critical in Chinese social marketing.
7. City or Not City (city不city)
The phrase “City or Not City” is used to gauge whether someone or something is stylish, sophisticated, or cosmopolitan. It is a lighthearted way for younger audiences to express approval or critique of trends, products, or lifestyles. Brands leveraging this phrase in their Chinese social content can position themselves as trendy, urban, and culturally in tune with local audiences. For international companies entering the Chinese market, using language like “city不city” in campaigns shows an understanding of urban youth culture and enhances relatability, which is essential for building authentic engagement.
8. New Triathlon (铁人三项)
The “New Triathlon” metaphor refers to gig economy workers juggling three essential tasks: food delivery, express delivery, and ride-hailing. It humorously reflects the realities of modern work in urban China while highlighting resilience and endurance. Brands can use this concept to empathize with hardworking, mobile, and tech-savvy audiences, particularly for campaigns in lifestyle, mobility, and consumer services. Including this trend in Chinese social marketing strategies demonstrates an awareness of daily life challenges faced by your target demographic, which strengthens brand trust and relevance when entering the Chinese market.
9. Excited / Blurry with Happiness (兴奋 / 开心到模糊)
This phrase captures the feeling of extreme excitement or joy to the point where one feels overwhelmed or even slightly disoriented. It is widely used in posts about product launches, events, or viral experiences. Incorporating “Excited / Blurry with Happiness” in Chinese social content allows brands to convey enthusiasm and emotional engagement effectively. International brands can tap into this meme to evoke feelings of delight and participation, making campaigns more memorable and emotionally resonant in the context of Chinese social marketing.
Conclusion
Entering the Chinese market without understanding trending memes and internet language is a missed opportunity. Memes are not just entertainment—they are a gateway to cultural relevance, emotional connection, and consumer trust.
At Lotus Social Agency, we specialize in crafting Chinese social content that speaks the language of local audiences. From WeChat Official Accounts to Douyin creative posts and Xiaohongshu strategy, we help brands harness trending memes, internet expressions, and playful culture to win in Chinese social marketing. Don’t just advertise. Play, connect, and resonate. Let’s chat first!
