Online Buzzwords China Decoding TikTok and Kuaishou
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- Source：The Silk Road Echo
Want to crack the code of China's wild digital culture? Buckle up — we're diving deep into the slang storm brewing on TikTok (Douyin) and Kuaishou, where memes move markets and a single phrase can trend nationwide overnight.
China’s short-video platforms aren’t just for dance challenges. With over 780 million monthly active users on Douyin and 650 million on Kuaishou (2024 data), these apps are linguistic labs — churning out buzzwords that reflect social moods, economic stress, and Gen Z humor.
Why These Words Matter
You’re not just learning slang — you’re decoding mindset. From "Neijuan" (involution) to "Tangping" (lying flat), these terms expose how young Chinese cope with pressure. Brands that get it win trust; those that don’t? Ghosted.
Top 5 Viral Terms & What They Really Mean
| Buzzword | Literal Translation | Real Meaning | Platform Origin |
|---|---|---|---|
| 内卷 (Nèijuǎn) | Involution | Crushing competition with no real gain — like working overtime just to keep up. | Douyin |
| 躺平 (Tǎngpíng) | Lying Flat | Rejecting hustle culture. Opting out of the rat race. | Kuaishou |
| 社死 (Shèsǐ) | Social Death | That cringe moment when you trip in public or tag your boss in a meme. | Douyin |
| 打工人 (Dǎgōng rén) | Working Dog | Self-deprecating term for employees. "We’re all just wage slaves." | Both |
| 破防 (Pòfáng) | Breach Defense | Emotionally triggered — could be sad, angry, or weirdly inspired. | Kuaishou |
Culture Clues Behind the Slang
Take "Dǎgōng rén" — it sounds funny, but it’s laced with frustration. A 2023 survey showed 68% of users aged 18–30 use the term weekly, often in videos mocking long hours and low pay. It’s humor as armor.
Meanwhile, "Pòfáng" exploded during emotional live streams — think a delivery worker crying after receiving kindness. Viewers flood comments: "I’m pòfáng!" It’s empathy, amplified.
How Brands Are Riding the Wave
Smart marketers don’t just use slang — they respect it. When beverage brand Yuanqi Forest launched a "Tangping Pack", it didn’t glorify laziness. Instead, it said: "Work hard, rest harder." Sales jumped 40% in two weeks.
On Kuaishou, local snack sellers use "Shèsǐ" in skits — like burning a cake while livestreaming. Fans love the authenticity. Real > perfect.
Pro Tips for Creators & Marketers
- Don’t force it: Misusing slang feels cringe. Watch 10 trending videos before posting.
- Timing is everything: Buzzwords fade fast. "Neijuan" peaked in 2022; now it’s more nuanced.
- Local flavor wins: Kuaishou users prefer down-to-earth language vs. Douyin’s urban cool.
Bottom line? China’s online slang isn’t noise — it’s narrative. Whether you’re building a brand or just curious, understanding these words opens doors to the real heartbeat of digital China.