Online Buzzwords China Unpack the Latest TikTok and Short Video Phenomena
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- Source：The Silk Road Echo
China's digital culture is exploding, and at the heart of it? TikTok (known locally as Douyin) and a whirlwind of viral online buzzwords. If you're trying to understand what's trending in China right now, you can't just watch the videos—you need to speak the lingo.
From "996 working system" to "involution (neijuan)" and "lying flat (tanping)", these aren’t just phrases—they’re social movements wrapped in internet slang. And they’re spreading fast across short video platforms like Douyin, Kuaishou, and Bilibili.
Why Do These Buzzwords Go Viral?
Short videos thrive on emotion, relatability, and speed. A single 15-second clip can spark nationwide debate. For example, the term “tang ping” (lying flat) emerged in 2021 as a quiet rebellion against burnout. It’s not about laziness—it’s a philosophical retreat from relentless competition. Videos showing people gardening, meditating, or simply doing nothing went viral, racking up over 2.8 billion views under related hashtags on Douyin.
Meanwhile, “neijuan” (involution) describes the feeling of working harder for no real gain—like running on a treadmill. Students, office workers, even parents use it to describe societal pressure. On Kuaishou, creators post satirical skits titled “A Day in the Life of an Involved Employee,” blending humor with harsh reality.
Top Trending Buzzwords & Their Reach
Here’s a breakdown of the most impactful terms dominating Chinese short video platforms in 2024:
| Buzzword | Meaning | Platform | Estimated Views (Billions) |
|---|---|---|---|
| Tang Ping (躺平) | Lying flat / opting out of rat race | Douyin, Bilibili | 2.8 |
| Neijuan (内卷) | Social involution / overcompetition | Kuaishou, Weibo | 3.5 |
| Zao An (早安, literally 'Good Morning') | Coded greeting for anti-996 movement | Douyin | 1.2 |
| Da Lei (打雷) | 'Hit by lightning' – sudden emotional breakdown | Bilibili | 0.9 |
These numbers aren’t just stats—they reflect real cultural shifts. When someone says “I’m lying flat today,” they’re making a statement. Brands are noticing too. Companies like Li-Ning and HeyTea have launched campaigns embracing “tang ping” aesthetics—chill vibes, minimalist designs, and anti-hustle slogans.
How to Ride the Wave (For Creators & Marketers)
If you’re creating content for Chinese audiences, don’t ignore these trends. Use them authentically. A skincare brand might post a “No-Makeup, No-Meetings, Just Tang Ping” routine. A tech company could joke about “neijuan mode activated” during product demos.
But caution: irony walks a thin line. What’s funny to one group may seem tone-deaf to another. Always check context—and when in doubt, collaborate with local creators who live these experiences.
In short, China’s online buzzwords aren’t passing fads. They’re cultural barometers. Master them, and you’ll not only go viral—you’ll truly connect.