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Xiaotu was looking for a soulmate, but the usual ways of meeting people on campus or surfing online dating apps were not enough for him.
Instead, the 23-year-old decided to go big: He paid 999 yuan (about $140) to place a personal ad on a giant 6.5 by 1.7 meter (21 by 5.5 feet) electronic billboard at his local subway station in China’s southern metropolis Guangzhou.
The ad, which ran in May, showed a smiling Xiaotu in his best suit, alongside a message and giant QR code encouraging interested passengers to add the photography-loving Gen Z graduate, a Libra, as a contact on social media platform WeChat.
During the five days the ad ran, he was added to the app by about 200 new friends, said Xiaotu, who asked to use a nickname to share personal information.
He is one of a number of people advertising in subways in major cities in China, as the owners of the subway networks (mainly local governments) seek additional revenue as they struggle with high debt levels and declining revenues.
In Guangzhou, where nearly half of the city’s 19 million residents ride the subway every day, dozens of personalized ads have appeared in subway stations in recent months, showing everything from dating profiles to job openings, anniversary posters and birthday greetings.
Techie Li Linyu, 30, says placing an ad on the Guangzhou subway was a fun way to surprise her husband on his birthday.
Her self-designed ad featured several photos of her husband surrounded by cartoon images, including a cake and a crown, with a colorful banner reading, “Happy Birthday!”
In a memorable moment for the couple, Li filmed her husband’s surprised reaction when he saw his face on the giant LED screen in a crowded subway station.
“He was completely stunned,” Li said. “He never thought he could be on a billboard in the subway — it was completely unimaginable.”
The ads have gone viral on Chinese social media, with commentators describing the service as “a joy to watch” as it eases the daily grind of commuting and offers the chance to “zoom in on the lives of ordinary people.”
In addition to Guangzhou, cities such as Beijing, Chengdu and Hefei have also launched personal advertising programs, according to The papera news channel with ties to the state.
The schemes, which were launched this year, come at a time when local authorities are having to tighten their budgets due to high debts and cuts caused by a national crisis. crisis in the real estate sector – with signs of impact on China’s largely government-funded metro operators.
China’s robust growth, one of the fastest sustained expansions of a major economy in history, has been driven for decades by a housing boom fueled by a growing population and urbanization.
But the all-important property market, which accounts for as much as 30% of the economy, fell into crisis three years ago after the government tightened its grip on developer loans. The downturn poses a major threat to China’s medium-term growth prospects.
Generate income
In Guangzhou, the advertising program follows a 958 million yuan (about $134 million) drop in local government subsidies for the city’s metro in 2023 from the previous year, according to the operator’s annual report. report.
The metro saw a 20% monthly revenue increase after launching the personalized advertising program, a state media outlet reported Workers’ Daily reported last month, citing an operator official. The metro charges 380 yuan (about $50) to 999 yuan per ad for a five-day run.
CNN was unable to reach the city’s subway operator for comment.
Other cities’ subways have implemented cost-cutting measures. Last year, a Beijing subway line switched to energy-saving lighting to save electricity, the state-run Beijing Dailywhile eastern technology hub Hangzhou earlier this year shortened the operating hours of escalators in its subway, the state-run tabloid reported Worldwide times.
While it’s unclear how much Guangzhou and other metros will make from selling personals ads in the long run, it’s clear that some travelers are already seeing the benefits.
Xiaotu told CNN he has been on a few dates with subway riders who responded to his ad, but he is still looking for his soulmate.
He also remembered the “magical feeling” of seeing his profile hanging at the station – especially when he was recognised by the people riding next to him.
“I felt like a celebrity,” he said.
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