As 2024 draws to a close and the festive cheer of Christmas and New Year fills the air, it’s the perfect time to reflect on the cultural and social highlights of the year. Among China’s dynamic social media platforms, Xiaohongshu (Little Red Book) and Bilibili stand out as the most important hubs for engaging Gen Z audiences. These platforms not only set the tone for youth trends but also shape how brands can effectively connect with this influential demographic.
This article summarizes the keywords of the year and cases of the year from these two major Chinese Gen Z social platforms.
By analyzing these trends and cultural phenomena, we hope to provide insights for brands to position themselves effectively within the rapidly evolving digital landscape and reach their target audiences with precision.
Xiaohongshu
Keyword of the year: "Abstract (抽象)"
The annual keyword video released by Xiaohongshuhighlighted 2024's "abstract" moments and revealed statistics that the community created over 10 million "abstract" posts and over 160 million "abstract" comments. In online culture, "abstract" equates to "abnormal," encompassing terms such as "lying flat (躺平)," "letting go (摆烂)," and "going crazy (发疯)." Though seemingly negative, these words resonate with a rebellious undertone.
This rebellion is a response to societal pressures and expectations, as young people embed their discontent and skepticism toward the world within these popular terms. The "freedom of being abnormal" becomes a way to defy mainstream norms and reject societal constraints. This phenomenon highlights the longing for self-expression and autonomy, which is why "abstract" culture is celebrated and widely embraced. Brands that embody these sentiments or resonate with this ethos are often more likely to attract young consumers.
Case of the year:
Li Dan's Livestream—The "Relaxed Soul Mentor"
Among Xiaohongshu's live streamers in 2024, Li Dan, a comedian and talk show actor, stood out for his unorthodox approach. Unlike the platform's usual emphasis on aesthetics and atmosphere, Li Dan's streams are devoid of sophisticated lighting, makeup, or promotional buzzwords. Instead, they focus on providing what he describes as a "soul massage," making his livestreams a hybrid of emotional therapy and entertainment.
🖕🏻Demonstrating a mattress while literally lying down for hours; Using beef jerky as a comedic prop to vent frustrations during storytelling sessions; Selling ear-hanging (Drip Bag) coffee, emphasizing absurd humor.
Li Dan's livestreams often mimic a talk radio show where fans send letters seeking advice. Rather than aggressively pushing products, his broadcasts foster an intimate, empathetic environment where emotional resonance takes center stage. With over 80% female viewers, these livestreams satisfy the audience’s need for curiosity, empathy, and companionship. His ability to interweave lighthearted humor with profound philosophies resonates strongly with the pressures young people face, solidifying his channel as a haven for emotional solace and personal reflection.
Li Dan’s success underscores the growing importance of "emotional value" on Xiaohongshu. Consumers increasingly seek brands that can address their psychological needs rather than exploiting their anxieties. This trend demonstrates a significant shift in audience expectations from transactional exchanges to meaningful interactions that foster trust and emotional bonds.
Double V Tips for Xiaohongshu:
● Monitor Emotional Trends
Stay attuned to evolving societal sentiments through platforms like Xiaohongshu. Understanding users' pain points—whether minor frustrations or deep aspirations—can guide brands toward content that resonates emotionally.
● Craft Emotionally Engaging Content
Use storytelling and empathetic narratives to create content that connects on a deeper level, amplifying your brand’s voice and values.
Bilibili
Bullet Chat of the year: "Received (接)"
In collaboration with the China Cultural Relics Exchange Center and the Chinese Character Museum, Bilibili unveiled "Received (接)" as the annual bullet chat word of 2024. The term appeared over 5.76 million times, signifying users’ readiness to "receive" positive outcomes—passing exams, career advancements, or simply moments of good luck.
Videos sharing good news are buried under the bullet chats of "Received"
This cultural motif reveals an undercurrent of optimism and resilience among the platform’s largely Gen Z audience. Despite facing modern stressors like information overload and competitive pressures, young users engage in "接" to convey their determination to embrace challenges and celebrate milestones. The collective use of this term as a digital ritual for shared aspirations highlights the platform’s unique capacity to foster community-oriented positivity.
Case of the year:
@Tang Mutanze—"Top Sales at the Funeral Home"
Click the link see thisvideo: https://www.bilibili.com/video/BV1yt421T7sn/?spm_id_from=333.337.search-card.all.click
A standout example of Bilibili’s dynamic content ecosystem in 2024 is from an influencer @Tang Mutanze, a young funeral director born post-2000. Her video "Funeral Home’s Top Salesperson" gained over 10 million views and 8,000 comments, showcasing the everyday life of an undertaker with humor and sincerity.
@Tang Mutanze now has over 2.3 million followers on Bilibili
Tang’s videos cover taboo topics like preparing bodies for burial and funeral rituals, interspersed with dark humor and relatable "hell jokes." By normalizing discussions around death, she subverts societal stigmas and reshapes how audiences perceive her profession.
Her authenticity has earned widespread admiration, attracting sponsorships from diverse brands—including household appliances, pet food, and even beauty products—remarkably bridging the gap between an unconventional career and mainstream brand partnerships.
"Customers are gods, although my customer is already seeing god." The influencer said in her video.
Tang Mutanze’s appeal lies in her ability to blend lighthearted irreverence with introspection, encouraging audiences to reconcile with life and death. Her example highlights the platform’s evolving appetite for boundary-pushing content that resonates on both emotional and intellectual levels. Fans appreciate her genuine storytelling, which deepens trust and engagement even in commercial collaborations.
Double V Tips for Bilibili:
● Collaborate on In-Depth Content: Leverage Bilibili’s diverse ecosystem by co-creating thoughtful, high-impact content with platform influencers. Whether through creative storytelling or technical expertise, emphasize the value your brand brings to their audiences.
● Engage with Niche Communities: Beyond influencer partnerships, align with platform-produced content like popular series, documentaries, or seasonal events. This integration establishes cultural relevance and embeds your brand in the everyday digital lives of younger consumers.
Xiaohongshu and Bilibili in 2025
● Xiaohongshu
In 2025, Xiaohongshu is expected to deepen its role as a platform for aesthetic and lifestyle aspirations while adapting to evolving consumer demands for authenticity and emotional resonance.
With the rise of AI techologies, we anticipate there will be more AI generated contents, allowing users to generate and interact with more creative contents. The platform’s content will likely emphasize relatable, raw, and emotionally driven narratives, appealing to younger audiences seeking genuine connections over polished imagery.
Policy-wise, tighter regulations on product claims and transparency in influencer collaborations are anticipated, which could foster greater consumer trust while presenting challenges for less-prepared brands. For marketers, leveraging authentic storytelling and embracing transparency will be key.
● Bilibili
As Bilibili continues to mature, its trajectory points towards expanding its niche cultural communities while capitalizing on its success in high-quality, long-form content.
Trends like gamification, fan-driven interactive events, and AI-assisted personalization will likely shape the platform in 2025.
Additionally, the platform is predicted to attract older millennials through nostalgia-infused campaigns while retaining its Gen Z core.Content diversity will remain a cornerstone, with potential policy shifts encouraging creators to delve into educational and socially relevant topics.
This could offer brands unique opportunities to align with value-driven narratives. Embracing co-creation with influencers and investing in dynamic, thought-provoking campaigns will be essential for engaging the platform’s diverse and evolving user base.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out here
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