Viral dating show sparks row over elitism in China

What happened A moment of English spoken on a TV dating show has gone viral in China, drawing criticism from Gen Z netizens for overt portrayals of perceived elitism. Heart Signal, now on its 7th season, has revived attention — for all the wrong reasons. The offending scene shows three contestants discussing their experiences studying abroad and favorite UK cities. It blew up online as the participants appeared to switch between Chinese and English purely to impress each other. Netizens were quick to label the behavior as pretentious and unnecessary. The incident sparked a wave of mockery, with users imitating the contestants’ speech and posting parody videos. Some of these videos garnered as many as 1.2 million views, further fueling the controversy online. A hashtag “Is there a dating show for second-tier school graduates?” (有没有二本恋综) quickly gained traction on Weibo, amassing 110 million views and taking top spot on the platform’s hot search list for six hours. The Jing Take Chinese dating shows have long been obsessed with elite lifestyles. They often feature contestants who are not only good-looking, but also boast an impressive educational background, high-powered jobs, or even their own businesses – the type of people that would populate a “Forbes 30 under 30” list. Many such dating shows hinge on portraying a fairy-tale romance; so, it is important to include “Prince Charmings” and “Snow Whites” to create an aura of exclusivity that everyday people can aspire to. Premiering in 2018, Heart Signal captured the imagination of aspirational young Chinese at a time when China was well positioned to surpass the US as the world’s largest economy. The first season was a hit because young audiences admired the polished elites portrayed on screen – whether or not they were real. But with the economy slowing and lack of social mobility becoming an important part of mainstream discourse, audiences are no longer buying into this glamorized version of life. “I can’t watch this show anymore. It’s completely detached from the average person,” wrote Xiaohongshu user 1535995199. “It is just like those idol dramas. Normal people are already burnt out with their daily life, and these contestants can gain fame just by going on romantic dates.” Additionally, with the help of the Internet, audiences can easily uncover the reality behind the fairy-tale scenarios and people depicted on these shows. Previous contestants have been exposed for cheating, or using their newfound fame to build influencer businesses. These revelations have shattered the illusion, further damaging the show’s attractiveness. The backlash reflects a broader shift in young Chinese people’s mindset about life. Instead of aspiring to high-class, unattainable lifestyles, many are now more focused on what is within reach. The growing popularity of terms like “small but certain happiness” (小确幸) and lying flat (躺平) speaks to a rejection of traditional life values and a move towards self-care and authenticity. This cultural shift is already rippling through the luxury market. Luxury products still appeal to young Chinese consumers, but many brands’ cliched narratives no longer resonate as strongly as they did a decade ago. Rather than hard-selling elitism, more tailored subtle narratives center on genuine aspirations, authenticity and most importantly, relatability will better engage with consumers. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Viral dating show sparks row over elitism in China

On this page

Published September 20, 2024

Sectors

Insights

Company

Viral dating show sparks row over elitism in China