Wang Hedi’s “Three Things” Meme Goes Viral, Redefining Celebrity Branding in China

At first glance the trio reads like a playful inventory of everyday comforts, yet its rapid spread across Chinese social media reveals deeper currents in how modern celebrities cultivate intimacy with fans. Rather than relying on grandiose statements of ambition or philanthropy, Wang’s team opted for a deliberately ordinary, almost childlike set of priorities. The items are relatable, almost tactile: a leafy garnish, a handheld fan that wards off summer heat, and the universal promise of a full stomach. By foregrounding these mundane delights, the studio crafts a persona that feels approachable, grounding the actor’s polished image in the realm of daily life.

The strategy is not accidental. In recent years, Chinese entertainment agencies have leaned heavily into “soft” content—short videos, behind‑the‑scenes clips, and personal‑style posts—to forge a sense of personal connection that traditional publicity can’t match. Wang Hedi, best known for his breakout role in the 2023 remake of Meteor Garden and his recent turn in Love Between Fairy and Devil, has been actively expanding his fanbase beyond the typical drama‑watching demographic. The “three things” post sits squarely within this effort, offering fans a meme‑ready phrase that can be quoted, illustrated, and shared across platforms like Weibo, Douyin and even overseas fan forums.

The reaction was swift and largely positive. Within hours of the video’s release, the hashtag #王鹤棣一生要保护的三件事 trended on Weibo, accumulating millions of views and a flood of user‑generated content. Fans posted photos of actual baskets filled with fresh greens, stylized fans with Wang’s name embroidered on the blades, and elaborate food spreads captioned “for Wang’s endless meals.” The meme also sparked a wave of parody, with users substituting their own “three things”—from “wifi, coffee, and good sleep” to “books, cats, and late‑night ramen”—underscoring how the format invites personal adaptation.

From an industry perspective, the episode underscores a broader shift toward micro‑branding. While high‑budget dramas and international co‑productions still dominate headlines, the day‑to‑day maintenance of a star’s digital persona now commands equal, if not greater, attention. By presenting Wang as someone who treasures simple comforts, the studio subtly positions him as a “boy next door” figure, a contrast to the often hyper‑glamorized images of other idols. This approach not only deepens fan loyalty but also creates low‑cost, high‑engagement content that can be repurposed across multiple platforms.

Culturally, the meme taps into a lingering Chinese affinity for modesty and the notion of “protecting” what one has, a theme that resonates in a society still grappling with rapid urbanization and the attendant loss of simple pleasures. The basket of leaves evokes agricultural roots, the handheld fan conjures images of summer evenings spent on a balcony, and the endless rice bowls echo the age‑old Chinese maxim that a full belly is a foundation for happiness. In this way, the post subtly weaves contemporary celebrity culture into a tapestry of collective nostalgia.

Politically, the phrase remains firmly in the entertainment sphere, devoid of any overt commentary. Its harmlessness is part of its appeal; it sidesteps the increasingly fraught terrain where celebrity statements can trigger regulatory scrutiny or diplomatic backlash. By focusing on universally relatable comforts, the content stays safely within the realm of personal expression, allowing it to circulate unimpeded by censorship concerns that often shadow more substantive messaging.

The “three things” meme also illustrates how fan culture can amplify and reinterpret promotional material. Though originally tied to a specific episode of the series featuring Song Qianji, the phrase quickly outgrew its narrative context, morphing into a broader symbol of Wang Hedi’s off‑screen personality. This fluidity is characteristic of modern fandoms, where a single line or prop can become a rallying point for community identity, merch design, and even charitable campaigns—some fan groups have already pledged to donate meals to underprivileged children under the banner of “lots of food for all.”

In short, what began as a brief studio post has become a cultural flashpoint that encapsulates the current mechanics of celebrity branding in China: a blend of humor, relatability, and strategic fan engagement. As Wang Hedi’s career continues its upward trajectory, the leaves, the fan, and the endless plates of food may well remain the quirky yet effective anchors that keep his audience both entertained and emotionally invested.