Trending Now: China's Social Media Highlights #27 October-2 November#

Weibo | Travel, Safety, and Culture Collide in Viral Debates

Indian Tourists Sleeping in Guangzhou Hotel Lobby Sparks Debate

A video of several Indian travellers resting overnight in a Guangzhou hotel lobby has stirred public curiosity about cultural norms and “budget travel” motives. The discussion coincides with Indigo Airlines’ relaunch of its Kolkata–Guangzhou direct route, reflecting renewed China–India travel links. Read more →

Power Bank Incident Forces West Air Flight Delay

A Shenzhen-bound West Air flight was delayed after a passenger’s portable charger emitted smoke mid-flight. The airline’s swift response and transparent apology statement were praised, reinforcing public awareness around cabin safety and emergency handling. Read more →

“Finally Cracked the Cost of Travelling in Europe” Goes Viral

A travel blogger’s low-budget European trip has gone viral, challenging perceptions that “Europe is always expensive.” The topic underscores a growing appetite for budget-friendly adventure content among Chinese millennials. Read more →

Douyin | Viral Incidents and Global Awareness Drive Engagement

Viral Swing Accident in Chongqing Sparks Safety Debate

A viral clip showing a tourist trapped after a rope snapped on a cliff-swing attraction in Chongqing has reignited concerns over safety standards at influencer-driven scenic spots. The incident shows how user-generated videos can quickly shape public opinion and brand reputation. Read more →

Thailand Enters Mourning Period After Queen Mother’s Passing

Following Queen Mother Sirikit’s death, Thailand entered a national mourning period. Douyin users shared travel reminders and etiquette tips for Chinese tourists, highlighting how real-time international events impact travel content trends. Read more →

Image Source: APEC ORG

“60 Seconds to Understand APEC” Goes Viral

As APEC 2026 is set to be hosted in Shenzhen, short-form explainers about APEC’s history and China’s role have surged in popularity. The trend reflects growing interest in global diplomacy and national image narratives among Chinese netizens. Read more →

Xiaohongshu | Scenic Escapes and Seasonal Wanderlust

“Norway’s Winter Is a Love Letter from Nature”

Romantic visuals and travel notes about Norway’s winter landscapes have captivated Xiaohongshu users, turning the destination into a dream trip for winter 2025. Read more →

Western Sichuan Is Autumn’s Colour Palette”

Posts showcasing Western Sichuan’s autumn hues have gone viral, reinforcing the region’s image as China’s top seasonal travel destination for 2025. Read more →

“First Time Seeing the Aurora in Mohe”

User-generated travel diaries about witnessing auroras in Mohe, China’s northernmost city, highlight the rise of niche adventure tourism. Read more →

“Feels Like Home in Germany”

Chinese expats and students in Germany share stories of finding comfort in local Chinese restaurants, reflecting a cross-cultural nostalgia trend in global lifestyle content. Read more →

Baidu | Public Trust, Retail Policy, and Brand Accountability

Shandong Airlines Flight Diverts Safely After Mechanical Fault

A Shandong Airlines flight made a precautionary landing in Qingdao due to technical issues. Baidu searches spiked around aviation safety, with users praising transparent crisis handling and seeking expert analyses. Read more →

Hainan Duty-Free Policy Generates ¥78.5M on First Day

China’s offshore duty-free market continues to thrive as new policies drive record spending. Baidu users are closely tracking Hainan’s consumption rebound and its implications for retail brands. Read more →

Proya Faces “Double 11 Betrayal” Backlash

Chinese beauty giant Proya has come under fire for selective coupon distribution during Double 11 pre-sales, with consumers accusing it of “betraying loyal buyers.” The case reflects growing calls for price transparency and fair promotion practices in China’s e-commerce landscape. Read more →

Zhihu | Deep Dives into Culture, Commerce, and Global Safety

Must-Visit European Cities? A Viral Debate Emerges

After a Chinese tourist scolded Michelangelo’s David in Florence, Zhihu users reignited debates on cultural sensitivity and must-see European destinations, blending travel tips with social reflection. Read more →

Double 11: From One-Day Frenzy to Month-Long Marathon

Seventeen years on, China’s biggest shopping festival has morphed into a month-long campaign. Zhihu users question whether “every day feels like Double 11”, marking a turning point in e-commerce fatigue. Read more →

Japan’s Record-High Bear Attacks Spark Safety Discussions

With 12 deaths in 2025, Japan’s wild-bear attacks have reached historic highs. Zhihu users discuss ecological causes and self-protection awareness for travellers to Japan’s rural regions. Read more →