Trending in China: Three ‘animal’ stars are taking over China’s social media for their mental health traits
Three cute little animals have connected with China’s young and stressed white collar workers, seeing them go viral on social media for the perceived connection to mental health.
A Little Beaver Called Loopy
Loopy, the charming pink character from Korean animated series 'The Little Penguin Pororo', has skyrocketed to fame in China. Her endearing pink colour, lively eyes, prominent large white teeth, and a slightly unsteady walk, see many young Chinese working professionals think she mirrors their traits—gentle, sensitive, shy, and a tad proud. Loopy connects with these urban youth with her emoji packs that poke fun at the mental state in the workplace and everyday life, seeing Loopy go viral on social media.
Emoji packs featuring Loopy from users @英语斯哒弟 @源味芽芽 @ZANMANG LOOPY, the official account of Loopy, on Xiaohongshu/RED
HEYTEA was quick to recognise the Loopy buzz, launching co-branded products with Loopy IP and related branded products like cups, gift bags, refrigerator stickers in December. Images are from the brand account @喜茶 on Xiaohongshu/RED
The ‘Capybara’ Meme
Capybaras, water-dwelling and pig-like in appearance, feature bean-like eyes and noticeable nostrils, exuding a non-threatening simplicity. They're sociable creatures known for forming friendly relationships with other creatures. Intelligent and wise, they're social butterflies with a calm and placid demeanor. Capybaras seem to be the epitome of ‘mental stability’, the sought-after trait desired by white collar professionals in China. Emoji packs, short videos, IP branding collaborations are originating from capybaras are gaining widespread traction on social media.
Emoji packs featuring capybara from users @蔓越莓大王 @ElloArtist, on Xiaohongshu/RED
The British toy brand Jellycat has launched capybara stuffed toys. Starbucks has introduced capybara-shaped cups. Images are from DIGITALING
Product packaging and brand peripherals featuring elements of capybaras from HEYTEA喜茶, Ningji柠季, Yongpu Coffee永璞咖啡
‘Malou’ Monkey Meme
'Malou' is the term used in Guangdong and Guangxi dialects for a small monkey. Its origin of the meme dates back to the 2022 Spring Festival when a tangerine seller was pressured to deliver his fruit. In response the seller said, “Take it easy, we're doing our best; even a malou's life matters.” In 2023, ‘Malou’, became a moniker for working professionals toiling away at their desks and went viral on social media. Netizens curated emoji packs featuring the little monkey, poking fun at life's hardships to alleviate stress. Don't underestimate a 'Malou', as it aspires to be the Monkey King. In addition to the viral memes, talented netizens created an original 'Malou' song and even a wacky 'Malou' dance.
Emoji packs featuring 'Malou' from users @ElloArtist @真圆圆 @MAXCLINIC魅可丽倪 on Xiaohongshu/RED
NAIXUE launched a new product with the package featuring 'Malou' emojis, and related stickers on December, 2023. Images are from @奈雪的茶 on Xiaohongshu
A wacky Video showing the moves of 'Malou' dance from the user @野原新之助（壮壮妈版）on Douyin
