I felt like a celebrity: Personalized ads hit Chinese subway stations as operators scramble for money
Instead, the 23-year-old decided to think big: He paid 999 yuan (about $140) for a personal ad on a gigantic 6.5 by 1.7 meter (21 by 5.5 foot) electronic billboard at the subway station in the southern Chinese metropolis of Guangzhou.
The ad, which went up in May, showed Xiaotu in his best suit and smiling next to a message and a giant QR code inviting interested passengers to add the photography-loving Gen Z graduate, a Libra, as a contact on the social media platform WeChat.
During the ad’s five-day run, about 200 new friends added him on the app, said Xiaotu, who asked to be referred to by a nickname to share personal details.
He is part of a wave of people taking out ads on subways in major cities across China as the operators of the subway systems – mostly local governments – look for extra income while struggling with high debt and falling revenues.
In Guangzhou, where nearly half of the 19 million residents use the subway daily, dozens of personal ads have appeared in subway stations in recent months, showing everything from dating profiles to job listings, anniversary posters and birthday wishes.
Tech worker Li Linyu, 30, said placing an ad on the Guangzhou subway was a fun way to surprise her husband on his birthday.
Her custom ad featured several photos of her husband surrounded by cartoon graphics including a cake and a crown, with a colorful banner that proclaimed, “Happy Birthday!”
In an unforgettable 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 totally shocked,” Li said. “He never thought he would ever be able to appear on a subway billboard – it was unbelievable.”
The ads have gone viral on Chinese social media platforms, with commentators calling them “a joy to watch” that makes life easier for daily commuters and offers a chance to “immerse yourself in the lives of everyday people.”
In addition to Guangzhou, cities such as Beijing, Chengdu and Hefei have also launched personal advertising programs, such as The Papera government-affiliated news portal, reports.
The programs, which began this year, come as local governments tighten their budgets in the face of high debt and slashed budgets due to a nationwide housing crisis – with signs of impact on China’s largely state-funded subway operators.
China’s robust growth, some of the fastest and most sustained for a major economy in history, has been driven for decades by a housing boom fed by a growing population and urbanization.
But the all-important real estate market, which accounted for up to 30% of the economy, has plunged into crisis three years after a government-led credit tightening for developers – with the slowdown posing a threat to China’s growth prospects in the medium term.
In Guangzhou, the advertising program came after a 958 million yuan (about $134 million) drop in local government subsidies for the subway compared to the previous year, according to the operator’s annual report.
The subway recorded a monthly revenue increase of 20% after the launch of the personalized advertising program, according to the state-affiliated media portal Workers’ daily newspaper reported last month, citing an official from the operator. The subway charges between 380 yuan (about $50) and 999 yuan per ad for a five-day ad.
CNN was unable to reach the city’s subway operator for comment.
Other cities have also taken cost-saving measures. Last year, a Beijing subway line switched to energy-saving lighting to save electricity, according to the state-run Beijing Daily reported, while the eastern technology stronghold of Hangzhou has shortened the operating time of escalators in subways over the course of the year, according to the state-run tabloid Global Times reported.
While it’s unclear how much Guangzhou and other subways will earn in the long term from selling personal ads, it’s clear that some riders are already seeing the benefits.
Xiaotu told CNN that he has already dated some subway passengers who responded to his ad, but is still looking for his soul mate.
He also recalled the “magical feeling” when he saw his profile on the screen – especially when he was recognized by people driving next to him.
“I felt like a celebrity,” he said.
