From ‘u swan, he frog’ to ‘very demure’: How China and the West are adopting internet speak

Move over Brat Summer – a new phrase is making waves across the internet. “Very demure, very mindful,” a term coined by content creator Jools Lebron, has exploded across TikTok over the past week, with users stoking its popularity by putting their own spin on the expression. To date, the #demure hashtag has accumulated over 275,000 posts on the app. The global popularity of the new catchphrase has spread to China. On Xiaohongshu, hundreds of posts are dedicated to “very demure, very mindful,” highlighting the cross-cultural appeal of Western-origin phrases. The idiom is far from the only example of Western trends infiltrating China’s online sphere. Viral TikTok and Instagram trends often make their way to domestic platforms, introducing mainland netizens to global influences. “Western TikTok-driven trends have undoubtedly found a niche in China's social media landscape,” said Miranda Yuan, marketing strategy manager at Tong Global. “This exposure to Western internet trends has been positively impacting China’s Gen Z, especially for influencers, by expanding their content inspirations and connecting them with a global community.” But not everything catches on: a phrase like “I’m just a girl,” which gained traction on TikTok earlier this year, struggled to resonate with Chinese audiences to the same extent. West to East The flow of internet-speak isn't one-sided. Last week, a post from Xiaohongshu went viral across the West after Ukrainian blogger @YourKris shared a photo with her boyfriend on the app. Chinese netizens flooded the post’s comments with “Chinglish” phrases such as “men all are feet of big pig” and “one boyfriend, always sad. Ten boyfriends, no time to sad.” The Xiaohongshu post was picked up by a user on X (formerly Twitter) on August 14, amasssing 30 million views to date. After gaining traction on the app, Western users latched onto a standout comment: “You pretty, he ugly, u swan, he frog.” The expression describes a perceived relationship mismatch, where one partner is deemed attractive (the “swan”) and the other less so (the “frog”). In the week that followed, a slew of global netizens adapted the phrase for anything from the Kamala Harris and Donald Trump US presidential race, to Bridgerton’s fictional couple Penelope Featherington and Colin Bridgerton. The meteoric rise from “very demure, very mindful” to “u swan, he frog” demonstrates the internet’s power to ignite hype around catchy phrases. Recognizing their cultural impact, savvy brands have been quick to hop on. Multibrand retailer Ssense fully embraced viral expressions, internet-dialect, and micro-trends in its Instagram strategy, much like Marc Jacobs, whose current approach to online marketing includes tapping niche internet breakout stars and popular memes. Cultural nuances But when it comes to China, integrating global internet-speak isn’t as simple. Language barriers, coupled with cultural nuances and sensitivities, can dramatically impact how a viral trend spreads. “[Western] trends often lack direct translations in Chinese, and even when translated, they may lose their original meaning,” said Yuan. “Localization is essential for ensuring the message resonates with local audiences and avoids cultural misunderstandings.” The “u swan, he frog” meme has already sparked controversy, with some Chinese users viewing it as a potential mockery of non-native English speakers, particularly given the history of Western nations ridiculing “Chinglish.” Tensions escalated when white social media users began making overtly Sinophobic remarks. Brands should tread carefully when navigating online culture, especially slang. While Douyin and Xiaohongshu are often seen as TikTok and Instagam’s domestic counterparts, they’re still unique media entities – meaning what performs well on TikTok may flop on Douyin (China’s equivalent), or vice versa. Internet-speak is short-lived, much like the “core” fashion trend cycle. Its fleeting nature demands quick action, and brands catering to China’s netizens should remain selective over which trends they embrace. Leaning too heavily into Western semantics risks alienating local audiences, while holding back could mean losing cultural relevance.

From ‘u swan, he frog’ to ‘very demure’: How China and the West are adopting internet speak

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Published August 21, 2024

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From ‘u swan, he frog’ to ‘very demure’: How China and the West are adopting internet speak