In China, individuals are turning to creative methods to find potential partners, job opportunities, birthday wishes, and more by placing personalized ads on subway billboards. Xiaotu, a 23-year-old college graduate, paid 999 yuan to place an ad at a subway station in Guangzhou, prompting interested passengers to add him on the social media platform WeChat. Over 200 new friends added him during the five-day run of the ad, showcasing the effectiveness of this non-traditional form of advertising. With nearly half of the city’s 19 million population utilizing the subway daily, personalized ads have become a popular trend in major Chinese cities.
Other individuals, such as tech worker Li Linyu, have utilized subway ads to surprise loved ones with birthday wishes. Li designed an ad featuring photos of her husband surrounded by cartoon graphics and a colorful banner proclaiming, “Happy birthday!” Her husband’s surprised reaction upon seeing the ad on the subway billboard was described as memorable and beyond belief. These personalized ads have captured the attention of social media users in China, with many calling it a refreshing break from the daily grind and an opportunity to peek into the lives of ordinary people.
The popularity of personalized ads on subways has spread to other major Chinese cities like Beijing, Chengdu, and Hefei. This trend has emerged as local governments are facing budget constraints due to high debts and reduced revenues from the nationwide property sector crisis. China’s previous economic growth was heavily reliant on the housing boom, which accounted for a significant portion of the economy. However, the government’s crackdown on developers’ borrowing has led to a downturn in the property market, impacting the country’s growth prospects in the medium term.
In response to budget tightening, subway operators in cities like Guangzhou have launched personalized ad programs to generate additional revenue. The Guangzhou subway saw a 20% monthly revenue increase after implementing the program, which charges between 380 yuan to 999 yuan per ad for a five-day display. Although the long-term earnings from selling personal ads remain uncertain, some riders are already reaping the benefits. Xiaotu, for example, has been on a few dates with metro passengers who responded to his ad and continues his quest for a soulmate. The experience of having his profile displayed in the subway station made him feel like a celebrity and provided a touch of magic to his daily commute.
As Chinese subway operators explore innovative ways to increase revenue and cut costs, personalized ads have emerged as a successful strategy to engage passengers and generate extra income. These ads not only offer a platform for individuals to connect with potential dates or surprise loved ones but also contribute to the overall experience of subway travel. With the ongoing challenges in China’s property market affecting economic growth, the creativity and entrepreneurial spirit displayed by individuals like Xiaotu and Li Linyu in utilizing subway ads demonstrate the resilience and adaptability of the Chinese people in the face of changing economic landscapes.
