From the mention of DeepSeek to the difficult-to-interview Xiaomi CEO Lei Jun, the annual Two Sessions this year has generated many a Hot Search as is customary. Two sessions, which takes place between 4 and 13 March, stands for the plenary sessions of the National People’s Congress and Chinese People’s Political Consultative Conference, the highest legislative bodies in the land.
However, there are three things that have really piqued the interest of Chinese netizens and caused a large-scale discussion in the comments of various posts, and they are closely related: childcare, education and employment.
- #发放育儿补贴 Handing out childcare subsidies: 130 million views on Weibo, ranking number 1 on the Hot Search list
- #建议破除就业唯学历论 Abolishing certificate-only approach to hiring recommended: 28.44 million views on Weibo, ranking number 1 on the Hot Search list
Netizens are all for childcare subsidies, but they worry whether they will be enough, especially since kindergartens are becoming increasingly more expensive. Regarding the hiring process, many express their concern, as education is still seen as the only path to social movement and a fair standard.
For brands and markets, it might be important to note that when facing economic uncertainties, the immediate every day is what people care about the most, sometimes high-concept ESG campaigns fail to resonate for this very reason.
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