Trending in 2024: Abstract Marketing

A post from Wáng Kǎixuán (王凯旋) inspired a look into the evolving trend of Abstract marketing in China. China’s abstract culture originated in 2015 through online gaming communities, gaining popularity with cryptic yet impactful phrases and behaviours. An example is a video creator whose repeated actions and serious demeanour evoke curiosity and engagement despite their obscure meaning.

Abstract behaviour from jmwznb520 via Wang Kaixuan

On the surface, it may be difficult to distinguish between long-popular memes and abstract marketing, but the two are distinct.

Memes vs. Abstract marketing:

While memes aim to provoke laughter, abstract marketing creates intrigue and emotional resonance through unconventional and often puzzling messages. In short, meme marketing is “easy to understand and [generall] funny”; whereas abstract marketing is “hard to understand but impactful”.

For example, McDonald’s absurd “喜麦” ad is abstract, while Sprite releasing a limited “82-year Sprite” plays off an existing meme. 

Using Abstract concepts for marketing in China

Successful abstract marketing balance complexity. Concepts should be intriguing but not incomprehensible.

For example, Baicizhan’s ad on Xiaohongshu/RED challenge people, but aren’t too abstract that they can’t be figured out. The first is “line of sight.” Try and figure out the rest…

Ant’s consumer-focused investment platform Yu’ebao’s billboards provide more examples:

Q: What are the benefits of transferring salary to Yu’e Bao as soon as it is received?

A: Improve my mental outlook, because “appearance is determined by salary”. The salary I save will determine my appearance.

Q: Why should I transfer my salary into Yu’e Bao in the summer?

A: For the summer breeze, because “it’s cool when the salary comes in”, once the salary is deposited into Yu’e Bao, it will be cool in the summer even without turning on the air conditioner.

Yet McDonald’s ad in the US showing an elongated/stretched Big Mac is perhaps a little too abstract, risking losing audience engagement…

Speaking of McDonalds - this isn’t abstract and completely off topic - but we love these umbrella holders! Nice use of ambient promotions in China…

User-driven abstract marketing amplifies the impact

Any form of marketing that inspires User Generated Content (UGC) can be some of the most effective of all communications. The curiosity sparked from well-executed abstract marketing makes it natural catalyst for consumers to create the own abstract plays, which can go viral. This is demonstrated by Huawei's foldable phone slogan, “怎么折，都有面” ("No matter how you fold it, it's still impressive"), which sparked creative reinterpretations and viral trends among users.

What are the drivers behind the success of abstract marketing?

The success of abstract marketing in China is particularly relevant in China’s market where consumers are bombarded with so many messages, often all looking like one-another. Three core values make abstract marketing stand out:

• it challenges conventional logic with nonlinear storytelling;

• it appeals to curiosity and the desire for individuality in a saturated market; and

• it engages users to actively interpret the message, building deeper brand connections and unique identities.

In summary, abstract marketing taps into the audience’s curiosity and creativity, making it a powerful tool for building memorable, distinctive brand narratives in the digital age.