How Short Video Platforms Fuel Meme Culture China Growth

In the fast-paced digital era, short video platforms have become the ultimate meme breeding grounds—especially in China. From TikTok (known locally as Douyin) to Kuaishou and Bilibili, these apps aren’t just for entertainment; they’re cultural powerhouses shaping how memes are born, spread, and evolve at lightning speed.

Let’s break it down: why are short videos so effective at fueling meme culture in China? And what makes Chinese internet humor unique in this ecosystem?

The Meme Machine: How Algorithms Amplify Virality

Short video platforms use AI-driven recommendation engines that prioritize engagement. If a 15-second clip gets likes or shares within the first 30 seconds, the algorithm pushes it to millions. This creates a perfect storm for meme propagation.

Take 2023’s viral phrase “Jiāo Gēng” (叫个梗)—a pun on “ordering a joke”—which exploded after a user mimicked food delivery apps to “order” trending memes. Within 72 hours, over 2.8 million videos used the audio snippet.

Data Snapshot: Meme Velocity on Chinese Platforms

As you can see, memes live fast and die young—especially on Douyin, where trends cycle out in under two days. But Bilibili’s slightly longer meme lifespan reflects its community-driven, niche-focused culture.

Why China’s Meme Culture Is Different

Western memes often rely on irony and sarcasm. In contrast, Chinese netizens lean into wordplay, homophones, and visual puns due to linguistic richness. For example:

• “Xíngdào” (行长) means “bank manager,” but sounds like “walking road.” Used in memes about career struggles.
• “Niu Niu” (牛牛)—slang for something awesome, derived from “niú” (cow), symbolizing strength.

Also, censorship plays a role. To bypass restrictions, users encode messages in absurd visuals or metaphorical dances—turning limitations into creative fuel.

User-Generated Content: Everyone’s a Meme Creator

Unlike traditional media, short video platforms democratize content creation. You don’t need a studio—just a smartphone and wit. According to iResearch, 67% of urban Chinese aged 18–35 have remixed or reposted a meme video in the past month.

This participatory culture turns passive viewers into active contributors. One dance challenge, the “Penguin Shuffle”, started with a farmer in Henan wearing rubber boots. It went national, spawning parodies from university students to state media accounts.

From Laughter to Livelihood: The Business of Memes

Memes aren’t just fun—they’re profitable. Brands now track trending audio clips and collaborate with meme originators. In 2023, Pepsi China partnered with a Douyin comedian whose “Thirst Dance” hit 1.2 billion views.

Even e-commerce is meme-integrated. On Kuaishou, livestream hosts use meme scripts to pitch products. One skincare seller increased sales by 240% using a repetitive, joke-based catchphrase: “Not dry, not scary—moisturized and majestic!”

The Future: Will Memes Outlive the Trend Cycle?

With attention spans shrinking and content overload rising, sustainability is key. Some memes are evolving into micro-narratives—mini-series told across multiple clips. Others are being archived by fan communities on WeChat groups and Xiaohongshu.

One thing’s certain: as long as short video platforms thrive, meme culture in China will keep mutating, laughing, and influencing how a generation communicates.

So next time you scroll past a silly dance or a talking cat filter, remember—it’s not just noise. It’s the heartbeat of digital China.