Understanding Chinese Internet Memes-A Guide for Overseas Brands
China's internet culture continues to evolve at a rapid pace, with memes and viral moments playing a central role in shaping online conversations. Platforms like Douyin, Xiaohongshu, and WeChat Video Channels are hotbeds for these trends, offering brands unique opportunities to engage with audiences in creative and authentic ways.
This article explores the most significant internet memes and viral moments in China this year, providing explanations and insights into how brands can harness these trends for effective marketing.
1. "摸鱼" (Mó Yú) – The Art of Slacking Off
Meaning: "摸鱼" translates to "fishing" but is used metaphorically to describe the act of slacking off at work or school. It's akin to the English phrase "goofing off."
Why It Went Viral: With the increasing pressure of modern life, many people resonate with the idea of taking small breaks during work or study. The meme became a way for individuals to express their desire for relaxation amidst their busy schedules.
Brand Application: Brands can create content that humorously acknowledges the challenges of work-life balance. For instance, a beverage company might launch a campaign featuring employees "fishing" during their breaks, subtly promoting their product as the perfect companion for relaxation.
2. "内卷" (Nèi Juǎn) – The Spiral of Over-Competition
Meaning: "内卷" refers to the phenomenon where competition becomes so intense that it leads to diminishing returns, often resulting in burnout without significant progress.
Why It Went Viral: As societal pressures mount, especially among the younger generation, "内卷" has become a way to voice frustrations about the relentless pursuit of success and the lack of meaningful rewards.
Brand Application: Brands can address this issue by promoting messages of mental well-being and work-life balance. A tech company, for example, could highlight how their product helps users streamline tasks, reducing unnecessary competition and stress.
3. "躺平" (Tǎng Píng) – The "Let It Go" Mentality
Meaning: "躺平" translates to "lying flat" and signifies a rejection of societal pressures to constantly strive for success. It's about opting out of the rat race and embracing a simpler life.
Why It Went Viral: In response to the overwhelming demands of modern society, many individuals have adopted the "躺平" mindset as a form of resistance, choosing personal contentment over societal expectations.
Brand Application: Brands can align with this sentiment by promoting products that enhance personal well-being and relaxation. A fashion brand might introduce a "Tǎng Píng" collection, emphasizing comfort and simplicity over status.
4. "社畜" (Shè Chù) – The Corporate Drone
Meaning: "社畜" translates to "corporate livestock" and is used to describe individuals who are overworked and underappreciated in their corporate roles.
Why It Went Viral: The term resonates with many employees who feel trapped in monotonous jobs with little recognition, highlighting issues of workplace culture and employee satisfaction.
Brand Application: Brands can use this meme to advocate for better work environments and employee well-being. A wellness brand might launch a campaign encouraging "社畜" to take time for self-care, promoting their products as part of a healthier lifestyle.
5. "打工人" (Dǎ Gōng Rén) – The Working Class Hero
Meaning: "打工人" translates to "worker" and is used to describe individuals who are part of the labor force, often in low-paying or manual jobs.
Why It Went Viral: The meme gained popularity as a way to express solidarity among workers and acknowledge their contributions to society, often with a humorous twist.
Brand Application:Brands can celebrate the "打工人" spirit by showcasing stories of hardworking individuals. A food delivery service, for example, might feature a campaign highlighting the dedication of their couriers, positioning their brand as one that values hard work.
6. "吃瓜" (Chī Guā) – The Spectator's Delight
Meaning: "吃瓜" translates to "eating melon" and is used to describe the act of watching a drama unfold without participating, similar to the English phrase "eating popcorn."
Why It Went Viral: The meme captures the Chinese public's fascination with celebrity gossip and online drama, providing a humorous way to comment on these events.
Brand Application:Brands can tap into this trend by creating content that plays on the "吃瓜" mentality. A snack brand might launch a campaign encouraging consumers to enjoy their products while watching the latest online drama, aligning with the meme's theme.
7. "佛系" (Fó Xì) – The Zen Approach
Meaning: "佛系" translates to "Buddhist style" and refers to a laid-back, nonchalant attitude towards life, where one goes with the flow without excessive desire or effort.
Why It Went Viral: In a fast-paced society, many individuals are embracing the "佛系" lifestyle as a way to reduce stress and find inner peace.
Brand Application: Brands can promote products that align with the "佛系" lifestyle, such as mindfulness apps or relaxation aids. A spa brand, for instance, could highlight how their services help customers achieve a "佛系" state of mind.
8. "甩锅" (Shuǎi Guō) – Passing the Blame
Meaning: "甩锅" translates to "throwing the pot" and is used to describe the act of shifting blame onto others.
Why It Went Viral: The meme became popular as a humorous way to comment on situations where individuals or organizations avoid responsibility.
Brand Application:Brands can use this meme to address issues of accountability. A cleaning product company, for example, might launch a campaign emphasizing the importance of taking responsibility for cleanliness, positioning their product as a solution.
9. "云养猫" (Yún Yǎng Māo) – Virtual Cat Parenting
Meaning: "云养猫" translates to "cloud cat parenting" and refers to the act of caring for cats online through live streams or social media, without physically owning one.
Why It Went Viral: The meme taps into the growing trend of virtual pet ownership, allowing individuals to experience the joys of pet care without the responsibilities.
Brand Application: Brands can engage with this trend by creating virtual pet experiences. A pet food brand might sponsor a live-streamed cat event, promoting their products to a dedicated audience of cat enthusiasts.
10. "人类高质量男性" (Rénlèi Gāo Zhìliàng Nánxìng) – The High-Quality Man
Meaning: "人类高质量男性" translates to "high-quality man" and is used to describe an idealized version of a man who possesses both physical attractiveness and desirable qualities.
Why It Went Viral: The meme reflects societal standards and expectations regarding male attractiveness and behavior, often used in a satirical context.
Brand Application: Brands can play on this meme by promoting products that enhance personal grooming or style. A men's skincare brand, for example, might launch a campaign featuring the "high-quality man" archetype, encouraging consumers to invest in their appearance.
Leveraging Memes for Brand Marketing
To effectively incorporate memes into your brand's marketing strategy:
Understand the Context: Ensure you fully comprehend the meme's meaning and cultural significance before using it.
Align with Brand Values: Choose memes that resonate with your brand's identity and message.
Be Authentic: Avoid forced or inauthentic use of memes, as this can backfire with audiences.
Monitor Trends: Stay updated on emerging memes and viral moments to remain relevant.
Conclusion
Chinese internet memes offer brands unique opportunities to engage with audiences in a culturally relevant and authentic manner. By understanding these trends and integrating them thoughtfully into marketing strategies, brands can enhance their presence in China's dynamic digital landscape.
