Hongdou Group launched "to find outstanding qualities of Chinese men" activities

In the early days of the Year of the Rabbit, a trending topic about "Chinese men" swept across China. The campaign titled "2011 Red Bean: Discovering the Outstanding Traits of Chinese Men," launched by the well-known brand Hongdou Group, brought attention to the unique characteristics of Chinese men and sparked widespread online discussions. People could easily participate by using just one or two words to describe what they think makes a Chinese man special. This simple and engaging format quickly caught the attention of many users. A significant number of participants were female, and while terms like "stingy," "conservative," and "face-conscious" occasionally appeared, words such as "strong," "responsible," and "pillar" were most frequently mentioned. On Tencent's dedicated event page, user engagement was high, especially when combined with the popularity of microblogging. The concise nature of the platform allowed users to express their opinions in a way that resonated widely. Comments on the traits of Chinese men were visible at a glance. Words like "wise," "professional," "generous," "sunshine," and "casual" appeared frequently. Even more masculine terms like "muscle," "cow!," and "power" were used to describe ideal Chinese men. One female netizen who chose "considerate" shared her experience, saying that her husband is very thoughtful. She acknowledged the challenges women face—balancing household chores, child-rearing, and work—while also dealing with family expectations. She said, "My husband has always supported me, and he even takes the initiative to help with housework. I feel very happy in my life." Another woman labeled her boyfriend as "stingy," explaining that he often bought the cheapest items. However, she added, "Although he seems a bit cheap, his hard work and saving are virtues. He does it all for a better life." She participated in the event during the Spring Festival and purchased a down jacket for her husband from Hongdou’s online store. She said, "Stinginess and quality of life don’t have to be contradictory. After seeing the new clothes, he was incredibly happy." Beyond Tencent, the event also had a dedicated page on Sohu, where the popularity was equally impressive. According to Hongdou Group, "German men are disciplined, French men are romantic, British men are gentlemen—many countries have recognized qualities in their men. But what defines Chinese men? As a global brand, Hongdou has always aimed to showcase the characteristics of Chinese men through fashion, hoping to explore and discover the key traits that define modern Chinese masculinity." The event ran from January 24, 2011, to March 10, 2011. Participants who fully engaged in the activity received a 20-yuan voucher for the official Hongdou shopping site, along with free shipping on all purchases. Additional prizes included vouchers for undergarments, casual shirts, and even a three-day trip to Wuxi Wonderland. The organizers stated, "Discovering the qualities of Chinese men not only highlights the current image of male charisma but also sets examples for the majority of Chinese men, making them more attractive and inspiring."

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