“Meme-Driven” Grassroots Competitions Surge Across China, Becoming a New Source of viral traffic for cities
Recently, a new type of grassroots, "meme-driven" competition—marked by zero barriers to entry and a strong emphasis on participation—has been gaining popularity across China. These events put ordinary people in the spotlight, turning them into protagonists on stage and unlocking a new "password of viral traffic" for cities.
On April 19, a "Guozao" (a Wuhan dialect term meaning "having breakfast") competition themed "eat while walking" was held on Optics Valley Pedestrian Street in Wuhan, Hubei. Contestants, dressed in white tops, carried bowls of beef rice noodles as they walked and ate. In addition to competing on speed, they had to avoid spilling soup onto their clothes. Participants who added flair—such as holding umbrellas or hanging weights from their pinky fingers while eating—received extra rewards. The competition had no judges; winners were decided entirely by audience votes.
This small grassroots event attracted hundreds of participants and spectators, including both Wuhan locals and visitors who traveled specifically for the occasion.
A "Guozao" competition themed "eat while walking" was held on Optics Valley Pedestrian Street in Wuhan. (Source: CNS)
"The inspiration for this event comes entirely from the daily lives of Wuhan people," one of the organizers, Shi Ge says, "No one expected that 'eating while walking' could become a competition, but it really taps into a shared memory of Wuhan."
Fang Ming (a pseudonym), a "new Wuhan resident" who competed wearing roller skates, said he has lived in the city for more than a decade and wanted to showcase his "Guozao skills" through the contest.
The Wuhan "eat while walking" competition is just one example of China's growing trend of "meme-driven" events.
The "Su Super League" (Jiangsu Football City League) has gone viral online thanks to internet memes like "fragmented Jiangsu." Since the start of the new season, the dynamic interaction between netizens creating memes and official accounts embracing them has continued to heat up. Not only are matches sold out, but they have also spurred related tourism promotions and unique consumption scenarios. Other regions have followed suit, launching their own city leagues such as the "Xiang Super League," "Chu Super League," and "Chuan Super League."
Earlier this year, a self-media blogger organized a "Beijing Black Down Jacket Beauty Contest," where participants wore black down jackets jokingly dubbed the city's "official uniform" and shared the stories behind them. These ordinary garments carried the personal growth journeys of many "Beijing drifters," resonating deeply with online audiences.
Li Zhengwang, associate dean of the School of Economics at Wuhan Textile University, believes that such grassroots competitions convey a city's character through warm, relatable details, enabling "everyone to step onto the field." The process of participation represents a secondary creation of local lifestyles. Through "playing with memes," participants find a sense of collective identity and belonging, turning these events into shareable "social currency."
Li added that cultural and tourism authorities can build recurring events around popular memes embraced by the public, transforming them into long-term cultural tourism assets. At the same time, he cautioned against excessive commercialization, noting that the unpolished, "organic" quality is precisely where a city's vitality lies. (Source: CNS)