Review rebellion

Do you often check social media for product recommendations from bloggers before making a purchase?

Lately, many young Chinese internet users — tired of constant, glowing endorsements — are embracing a new trend: "bad product reviews".

The trend began on Xiaohongshu (RedNote), a popular Chinese lifestyle platform, when a content creator and her friends posted a humorous video showcasing products they had used in the past.

These items weren't total failures — they worked but came with frustrating flaws that sparked both appreciation and annoyance.

The video quickly went viral, amassing over 460,000 likes and inspiring others to share similar experiences.

These reviews feature everything from toothpaste that whitens teeth but damages oral tissue, to automatic dispensers with malfunctioning sensors that turn convenience into chaos.

At its core, the trend is a pushback against the overly polished, sometimes misleading product promotions that flood social media.

Still, some users worry that brands may exploit this trend by exaggerating minor defects to manufacture controversy or make their ads seem more authentic.

"As consumers struggle to tell the difference between real criticism and marketing tactics, trust in the industry may begin to fade," wrote Cao Wanrong in Hunan Daily. "But ultimately, any efforts to hide product flaws behind flashy promotions will be exposed."

Devil's return

Earlier this month, 20th Century Studios sent social media into a frenzy by posting a teaser on Instagram: a striking pair of red high heels with devilish pitchfork-shaped heels.

The short video ended with a simple but exciting message: "Now in production."

The unmistakable red heels were all fans needed to confirm what many had hoped for — a long-awaited sequel to The Devil Wears Prada.

Originally released in 2006, The Devil Wears Prada became a global box office sensation and a cult favorite among fashion lovers. On Douban, China's leading movie review platform, the film holds an impressive rating of 8.2 out of 10, with more than 790,000 users sharing their comments.

Now, 18 years later, a sequel is officially underway and set to be released on May 1, 2026. The plot will center on Miranda Priestly, the formidable editor-in-chief of a fashion magazine, as she navigates the rise of digital media amid the decline of traditional fashion publishing.

The storyline reflects real-world challenges facing the luxury sector. According to consulting firm Bain& Company, the global luxury consumer base shrank by around 50 million people between 2023 and 2024.

"Luxury consumption was once strongly tied to social status," said Zhang Lei, a fashion industry expert, in an interview with Tide News. "But today's consumers are moving away from overt displays of wealth, choosing instead for more personal and thoughtful forms of self-expression."