China targets ‘toxic’ traffic as viral sensations upend daily life and public services

Authorities in China are tackling content creators and online platforms over their excessive pursuit of online traffic, which is disrupting lives and public services nationwide. State media and local officials have urged these parties to reign in their attention-seeking behavior, which is going too far. The call for restraint came after a viral incident in Shaoxing, eastern Zhejiang province, where a 75-year-old man and his wife gained attention for seven gourds growing on their balcony, reminiscent of the 1986 animated series, Calabash Brothers.

The gourds went viral, with people coming to see them, take photos, and live-stream their presence. The couple eventually had to remove the gourds to protect their daily lives. People's Daily, a Communist Party publication, emphasized the need for boundaries between public attention and private life, warning that genuine kindness can become a burden if not restrained.

Other examples cited include a tree in a wheat field in Xian, Shaanxi province becoming an online sensation, causing damage to crops, and "Grandpa Sugar Water" in Wuhan, Hubei province being forced to close his sugar-water stall after a viral, 17-year business raised hygiene questions. The Zhejiang provincial publicity department highlighted that once ordinary people become internet sensations, their lives can no longer be entirely private, as online traffic often brings negative consequences.

Local authorities are urged to be more discerning when responding to online traffic, rather than viewing every burst of attention as a boost for local tourism. While online popularity can generate short-term tourism benefits, it does not always create lasting value for the areas involved. Similar issues have arisen in public services, with the Xuzhou government receiving nearly 49,000 complaints over a ten-day period in late August about a boy band's concerts.

The surge strained the city's public service hotline, forcing staff to work around the clock, with night-shift operators increased from 15 to 43. People's Daily expressed concern over the infiltration of "toxic fan culture" into public spaces, warning that excessive use of public resources without legitimate reason could lead to legal consequences.