March 2025 was a month of high emotions, heated debates, and significant industry shifts across China’s social media landscape. From the heartbreaking loss of the singer to explosive revelations on Consumer Rights Day, discussions on Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu reflected a wide range of public sentiments.
Weibo saw an outpouring of grief over the sudden passing of singer Khalil Fong, with tributes from fans and celebrities like Fiona Sit. The platform also exploded with political discussions after Chinese Foreign Minister Wang Yi’s statement on Taiwan, reiterating that it remains a part of China. Meanwhile, entertainment gossip took centre stage with actor Darren Wang’s alleged involvement in an attempted murder case, sparking intense online debates.
On Douyin, health awareness surged as users discussed pneumothorax, the lung condition linked to Khalil Fong’s passing, raising concerns about its symptoms and treatment. Meanwhile, China’s esports team EDG’s loss to T1 in the Bangkok Masters Finals disappointed fans, while lifestyle trends like cherry blossom night views in Wuhan and spring hiking outfits captivated young travellers. Economic discussions also heated up as China announced retaliatory measures against US tariffs, drawing widespread attention to the ongoing trade war.
Xiaohongshu continued to be the hub for lifestyle and pop culture, where discussions ranged from inheritance ethics—after a man received five apartments for caring for an elderly resident for 12 years—to viral trends like the "Foreign Boyfriend English Exam Challenge", where international partners struggled through China’s notoriously difficult graduate English tests. Women’s Day advertising campaigns in Chengdu also sparked conversations, with netizens applauding brands that embraced female empowerment. The platform saw a travel boom as influencers promoted spontaneous spring getaways, urging followers to book flights instead of waiting.
Baidu searches were dominated by the 315 Consumer Rights Gala, which exposed unethical business practices, including low-quality sanitary pads from Shandong’s Xixi Paper Products, raising serious health concerns. In the business sector, President Xi Jinping’s reaffirmation of long-term support for private enterprises signalled strong government backing for non-state-owned companies. Additionally, tech enthusiasts followed Xiaomi’s high-end product launches, particularly the Xiaomi 15 Ultra smartphone and SU7 Ultra luxury electric car, fuelling debates about Xiaomi’s ability to challenge global premium brands.
On Zhihu, intellectual discussions focused on China’s AI advancements, particularly the launch of Manus, an autonomous AI agent, sparking debates on the country’s progress in artificial intelligence. Financial analysts dissected the US stock market’s “Black Monday” plunge, questioning whether it signalled deeper economic troubles. Meanwhile, a Peking University security guard’s decade-long journey to passing China’s law exam became an inspiring topic, proving that perseverance and dedication can overcome even the toughest challenges. March’s trends reflected a complex mix of emotions, social concerns, and economic shifts, reinforcing the need for brands and businesses to stay attuned to China’s fast-changing digital landscape.
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