Haoying SUV Campaign Ignites Viral “被皓影逐光整破防了” Meme Across Chinese Social Media】

At its core, the expression is a play on two contemporary Chinese buzzwords. “破防” (pò fáng) has become shorthand for a feeling of emotional overload – “having your defenses broken down” – while “皓影逐光” (Hàoyǐng zhú guāng) is the brand‑coined slogan for GAC Honda’s newest SUV, the Haoying (known internationally as the Honda Breeze). When a netizen writes that they have been “被皓影逐光整破防了”, they are essentially saying that the Haoying campaign has moved them to the point of losing their composure, whether in awe, delight or amused disbelief.

The origin of the meme traces back to GAC Honda’s “皓影逐光计划” – the “Haoying Chasing Light Project” – a sprawling experiential marketing push launched in mid‑2025. The campaign invites owners and influencers to embark on long‑distance road trips across China’s most scenic routes, documenting their journeys with a blend of high‑definition video, drone shots of sunrise‑lit landscapes, and live‑streamed test‑drives that showcase the vehicle’s advanced lighting system and autonomous‑driving aides. The hashtag #皓影带我去旅行 (#HaoyingTakesMeTraveling) – often paired with #2025广汽本田 and #皓影逐光计划 – quickly amassed millions of views on Weibo, TikTok’s Chinese counterpart Douyin, and through short‑form content on Bilibili.

By August 10, 2025, a fresh batch of user‑generated videos had hit the platform, pairing the Haoying’s sleek silhouette with cinematic sunrises and reflective “chasing the light” narratives. Two days later, the phrase “被皓影逐光整破防了” surged onto Weibo’s trending list alongside unrelated but equally viral queries such as “iPhone 17 Pro latest appearance exposed” and “Internet police cracking down on live‑streaming chaos”. The juxtaposition underscored how quickly a niche marketing hook can leapfrog into mainstream conversation.

What makes the phrase resonate is its dual function as both praise and a meme. Some participants literally describe being “破防” by the vehicle’s performance – its responsive handling, near‑perfect illumination at night, and the psychological thrill of cruising through mist‑kissed valleys. Others inject humor, adopting “破防” to mock the hyper‑dramatic tone of the campaign’s promotional copy. The result is a shared linguistic ritual that simultaneously amplifies the Haoying’s visibility and creates a community of self‑identified “defense‑breakers”.

Industry observers are already dissecting the episode for lessons in digital engagement. The campaign demonstrates the potency of experiential storytelling when paired with a phrase that can be instantly co‑opted by netizens. By allowing – and subtly encouraging – users to appropriate the slogan, GAC Honda turned a top‑down marketing narrative into a bottom‑up meme engine. The viral momentum has translated into tangible sales bumps for the Haoying, with a reported 12 percent increase in dealership footfall in the weeks following the trend’s peak.

Beyond the automotive realm, the episode offers a case study in how Chinese internet culture weaponises language to convey visceral reactions. “破防” has become a catch‑all for everything from political setbacks to oddly satisfying product unboxings. Its marriage to a brand slogan illustrates the fluid boundary between commercial messaging and grassroots vernacular, a boundary that marketers worldwide are now keen to navigate.

While the phrase carries no overt political charge, its rapid diffusion does not escape the notice of regulators who monitor online sentiment. So far, the chatter remains overwhelmingly positive or humor‑laden, but the episode underscores how a seemingly innocuous meme can become a barometer for public perception – an insight that Chinese authorities have been keen to incorporate into broader social‑media oversight frameworks.

In short, “被皓影逐光整破防了” is more than an odd string of characters. It encapsulates a moment where a car manufacturer’s artistic ambition, a nation’s meme‑making prowess, and an audience’s appetite for emotionally charged content intersected. As the Haoying continues to cruise China’s highways, the phrase will likely linger in the digital lexicon, a reminder that in the age of instant sharing, a well‑crafted slogan can break through not just defenses, but the very fabric of everyday conversation.