In China, people are turning to unconventional methods to find love and celebrate special occasions. One example is Xiaotu, a 23-year-old who placed a personal advertisement on a large electronic billboard at his local subway station in Guangzhou. The ad featured his photo, a message, and a QR code to add him on social media. During the five-day ad run, Xiaotu gained about 200 new friends. This trend of personalized ads on subways is becoming popular in major Chinese cities, with various types of ads appearing, from dating profiles to job-seeking notices and birthday wishes.
Tech worker Li Linyu also took advantage of the subway ad service in Guangzhou to surprise her husband on his birthday. She designed an ad with photos of her husband and colorful graphics, which were displayed on a giant LED screen in a busy metro station. The ads have generated buzz on Chinese social media, with viewers finding them entertaining and a break from the routine of daily commuting. Cities like Beijing, Chengdu, and Hefei have also introduced personalized ad programs on their subway systems as a way to generate additional income due to budget constraints caused by a nationwide property sector crisis.
China’s economic growth, driven by a booming property market, has been faltering in recent years due to government regulations on developers’ borrowing. This has impacted the country’s growth prospects and has led to a downturn in the property market, which previously accounted for a significant portion of the economy. In Guangzhou, the local government reduced subsidies to the city’s subway system, prompting the operator to launch the personalized ad program. The move has resulted in a 20% monthly revenue increase for the subway, with ads priced between 380 yuan to 999 yuan for a five-day display.
While the long-term financial impact of selling personal ads on subways remains uncertain, some passengers are already benefiting from the service. Xiaotu, who placed a dating ad on the subway, has been on a few dates with individuals who responded to his ad, but he continues his search for a soulmate. He described the experience of seeing his profile displayed in the station as a “magical feeling,” especially when recognized by fellow passengers. As cities like Guangzhou implement cost-cutting measures in response to budget constraints, selling personalized ads on subways could potentially become a viable revenue source for the operators.
The introduction of personal ad programs on subways reflects a growing trend of individuals seeking creative ways to connect with others and celebrate special occasions. Whether it’s looking for love, surprising a loved one, or simply adding a touch of joy to the daily commute, these ads have captured the attention of Chinese commuters and social media users. As cities grapple with economic challenges, exploring innovative revenue streams like personalized ads on subways could offer a solution to offset budget constraints and generate additional income for public transportation systems. Despite the uncertainties surrounding China’s property market crisis, initiatives like subway ads showcase the resilience and adaptability of its citizens in navigating economic challenges.
