Stand-up comedy has become a key element of this year’s Singles’ Day shopping festival, with both JD.com and Tmall using it to drive their campaigns. Both platforms announced their stand-up initiatives on October 12, launching them 10 days earlier than last year. JD.com recruited 10 comedians to create 90-second clips promoting various services, while Tmall hosted an “open mic” night for comedians to share experiences related to the platform. The campaigns generated massive buzz on Weibo, with JD.com’s hashtag reaching 350 million views and Tmall’s attracting 290 million views. Xiaohongshu also jumped on the trend, featuring comedians like Yang Li and Li Dan in its initiative.