Update: Xiao Yue Yue Exposed As Tianya Forum Publicity Stunt

The planned "real life version" of "Xiao Yue Yue" in a photo of her as a volunteer for the 2010 Shanghai World Expo.

The planned "real life version" of "Xiao Yue Yue" in a photo of her as a volunteer for the 2010 Shanghai World Expo.

Last weekend, we reported on the latest Chinese internet celebrity “Xiao Yue Yue”. Who is Xiao Yue Yue? She is the central character of a series of internet posts described by the author “Rong Rong” as being fat, crass, and unbelievably obnoxious. Many Chinese netizens felt the stories were hilarious and soon Xiao Yue Yue became the biggest Chinese internet phenomenon in recent times. However, as some Chinese netizens suspected, it has been revealed that Xiao Yue Yue is yet another publicity stunt. What is interesting is who is behind it, the reasons for the publicity stunt, and also how they had planned to continue the publicity stunt…

From Lao Nan Ren:

The female lead behind Xiao Yue Yue turns out to be beautiful writer Xu Jiayi

Apparently in the span of a night, “Xiao Yue Yue” went from the internet into reality, becoming famous all over. Many netizens asked, is this a publicity stunt or not? This journalist carried this question, interviewing many insiders, and according to explanations by those in the know, this is indeed a publicity stunt, with the behind the scenes promoter being Tianya [the popular Chinese internet forum where the Xiao Yue Yue phenomenon began].

Insiders disclosed that Tianya is currently preparing to go public [on the stock market], is under pressure for its declining influence, and thus urgently needed a major incident to raise its influence, which is how “Xiao Yue Yue” happened. Since this is a topic the website [Tianya] itself launched, one where there is no obvious commercial goal, where the language matched the tastes of the netizen masses, successfully attracting netizen eyeballs, having achieved a large effect with little effort, this was a very successful pure publicity stunt.

According to this insider’s information, this is only the build up stage of the publicity stunt, with the climax stage revealing a real life version of “Xiao Yue Yue”. According to the set plan, the real life version of “Xiao Yue Yue” will be the complete opposite of the internet version of “Xiao Yue Yue”, using the huge contrast to attract eyeballs, so that it will become an even bigger topic, attracting public participation [netizen discussion], and from this allow Tianya’s influence to its heights, reducing the negative effect of a declining influence on its initial public offering [on the stock market].

It is reported that Xu Jiayi is a fourth year student at Shanghai Normal University, is a brilliant/talented beautiful writer, and is the complete opposite of the internet version of “Xiao Yue Yue”. Possessing a youthful and beautiful appearance, possessing a unique/extraordinary essence, compared to the internet version of “Xiao Yue Yue”, there would be a huge contrast, easily arousing controversy, thus allowing netizens to participate, allowing “Xiao Yue Yue” to become a continuing internet celebrity.

At the same time, this insider revealed to this reporter that Tianya put a lot of effort into this “Xiao Yue Yue” event. Unprecedented promotion on the home page, and even reserving related usernames. For example: Xiao Yue Yue’s Mother, Xiao Yue Yue’s father, Rong Rong’s Mother, Rong Rong’s Father, and other user account names have all been reserved in the system. From this, the traces of this website’s publicity stunt can easily be seen, and its intent to continue exploiting this topic.

From Mop:

Real life version of “Xiao Yue Yue” has been human flesh searched, school beauty writer’s identity exposed

Real life version “Xiao Yue Yue” Xu Jiayi

After the design plan for the “Xiao Yue Yue” series of publicity stunts was leaked out, netizens quickly human flesh searched the real life version “Xiao Yue Yue” Xu Jiayi’s personal informaion. According to disclosures by netizens in the know, Xu Jiayi is a fourth year student studying drama [writing and directing] at Shanghai Normal University, has already published a full-length novel, is a well-known school beauty, and even a volunteer for the 2010 Shanghai World Expo.

According to information leaked on the internet, the “Xiao Yue Yue” publicity stunt team hopes to promote a real life version of “Xiao Yue Yue” after the internet version of “Xiao Yue Yue”, with the two people being very different, so that the “Xiao Yue Yue” topic can continue being a hot topic. According to material uncovered by netizen’s human flesh searches, Xu Jiayi is a very kind-hearted student, previously having gone to Qinghai to volunteer, this year again serving as a volunteer for the World Expo, and even having published a full-length novel. Had the plan not been leaked, the real life version “Xiao Yue Yue” Xu Jiayi would have been promoted to PK against the internet version of “Xiao Yue Yue”.

With regards to this, many netizens believe Xu Jiayi looks very pure and cute and is also very talented, that the early exposure [of the “Xiao Yue Yue” publicity stunt plan] is a good thing for her because at least she will not be caught up in the complicated publicity stunt, and can concentrate on writing even better works. As long as the work is well-written, there will still be a market, and there will still be a chance to become famous.

The planned "real life version" of "Xiao Yue Yue" in a photo of her as a volunteer for the 2010 Shanghai World Expo.

There are also other “versions” of who is involved in this publicity stunt on the internet, but this appears to be the most probable at this point.

Extra: If you are curious, Xiao Yue Yue has a theme song too. The video features many pictures of Sister Feng, which is probably making her furious since Xiao Yue Yue has become more popular than her recently. However, it is difficult to imagine what else Sister Feng can do to get publicity now…but maybe she will surprise us.

Beautiful. chinaSMACK personals.


Written by Fauna

Fauna is a mysterious young Shanghainese girl who lives in the only place a Shanghainese person would ever want to live: Shanghai. In mid-2008, she started chinaSMACK to combine her hobby of browsing Chinese internet forums with her goal of improving her English. Through her tireless translation of popular Chinese internet news and phenomenon, her English has apparently gotten dramatically better. At least, reading and writing-wise. Unfortunately, she's still not confident enough to have written this bio, about herself, by herself.


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