Why Chinese giants JD.com, Didi, Meituan are turning to stand-up comedy to reach Gen Z and millennials

Some of China’s biggest companies are targeting increasingly discerning millennial and Generation Z consumers with virtual comedy events

The corporate embrace of stand-up is helping China’s burgeoning comedy scene, with open mic nights flourishing across the country

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Some of China’s biggest companies are targeting increasingly discerning millennial and Gen Z consumers with stand-up comedy. Photo: SCMP

Published: 2:00pm, 26 Jun 2021Updated: 12:41pm, 29 Jun 2021

A laugh is good not only for the soul, but also for business, as many Chinese companies are finding out.

Over the past several years, a growing number of businesses have hit on a novel advertising method to reach younger customers and create a buzz around their brands – producing tailor-made stand-up comedy shows.

From e-commerce giants like JD.com to food delivery apps such as Meituan, some of China’s biggest companies are targeting increasingly discerning millennial and Gen Z consumers with virtual comedy events and laugh-out-loud video content.

In 2019, Didi Chuxing, China’s dominant ride-hailing company, set a precedent by launching a one-hour online comedy show, paying several up-and-coming Chinese comedians to joke about the brand in an effort to repair its reputation following a series of deadly attacks by the firm’s drivers on customers.

Following its success, other internet giants, including Suning and Alibaba – which owns the South China Morning Post – started adding comedy events to an advertising arsenal that had previously focused on TV, variety shows and films.