Chinese Internet Slang Uncovered The Rise of Short Video Platforms

Ever scrolled through Douyin or Kuaishou and felt like everyone’s speaking a different language? You’re not alone. Chinese internet slang is exploding — and it’s powered by the meteoric rise of short video platforms. From 内卷 (nèijuǎn) to 躺平 (tǎngpíng), these buzzwords aren’t just memes; they’re cultural snapshots of a generation navigating pressure, identity, and digital expression.

So how did 15-second clips become the breeding ground for China’s most viral slang? Let’s dive in.

The Short Video Boom: By the Numbers

China’s short video market isn’t growing — it’s exploding. As of 2023, over 980 million users watch short videos monthly, according to CNNIC. That’s nearly 70% of the country’s internet population. Platforms like Douyin (TikTok’s Chinese sibling) and Kuaishou dominate screen time, with users averaging 120 minutes per day.

Here’s a snapshot of the top players:

These platforms don’t just entertain — they shape culture. And slang? It’s the heartbeat.

How Slang Spreads: From Niche to Nationwide

Remember 社死 (shè sǐ) — “social death”? It started as a joke in a live stream when someone tripped on camera. Now it’s used everywhere from WeChat chats to news headlines. That’s the power of short videos: they turn awkward moments into shared language.

Take 绝绝子 (jué jué zǐ), once a niche phrase meaning “amazing,” now so overused it’s become satire. Or yyds (永远的神 — “eternal god”), a pinyin abbreviation that exploded after esports fans chanted it during a championship win.

These terms thrive because short videos are fast, visual, and emotional. A single facial expression or gesture can launch a thousand remixes — and redefine how millions communicate.

Why It Matters: More Than Just Words

This isn’t just linguistic evolution — it’s social commentary. Phrases like 躺平 (lie flat) reflect burnout among young workers rejecting hustle culture. 内卷 (involution) mocks the endless rat race. These aren’t just slang; they’re quiet rebellions packaged in humor.

And brands? They’re all in. Companies now hire ‘slang consultants’ to sound ‘authentic’ — though missteps go viral fast. One bank tried using 栓Q (a cringey ‘thank you’ parody) in an ad and was roasted into oblivion.

The Future: Will the Trend Last?

Short video slang evolves at lightning speed. What’s cool today is 过气 (guòqì — outdated) tomorrow. But one thing’s clear: as long as young Chinese seek connection and catharsis, these platforms will keep birthing words that capture their world — one 15-second clip at a time.