The first half of 2025 witnessed Chinese variety shows achieving unprecedented stability. Platforms like iQIYI, Tencent Video, Youku, and Mango TV maintained non-stop content rollouts, with hit franchises and fresh IPs coexisting seamlessly. This equilibrium—marked by consistent viewership, robust advertising, and creative renewal—forged a new industry paradigm wherecertaintybecame the ultimate currency.
Content Evolution
Legacy shows revitalized formats to sustain relevance. Become a Farmer S3 (种地吧3) expanded beyond its farmland roots, sending the "Ten Hardworking Days" group nationwide to explore agricultural projects. This shift amplified social impact, driving a live-streamed radish sales event that garnered 1.9 million RMB in one session. Similarly, The Rap of China 2025 (新说唱2025) introduced "After Party" segments and themed challenges, refreshing its nine-year run and dominating charts with 45 daily top rankings on iQIYI.
Innovation thrived alongside reinvention. Blossoms Journey (一路繁花), a cross-generational travel show, united stars from different eras, sparking dialogues on aging and society. Its debut trended globally with 2,000+ hot searches, while music competition Sing! Asia (亚洲新声) spotlighted Gen-Z talent across Asia, fusing cultural exchange with fierce rivalry. These newcomers proved fresh IPs could rival established giants, with iQIYI claiming 6 of the top 10 new shows by viewership.
The market prioritized "pure entertainment": music shows focused on artistry (Singer 2025 featured live vocals), niche programs like Smile Mart blended reality with entrepreneurship (sparking viral tourism in Harbin), and comedies like Hahaha Season 5 delivered uncomplicated laughs. This specialization ensured each show served distinct audience needs—a strategic pivot toward dependable satisfaction.
Pure Entertainment Era
Genre-specific shows dominated 2025’s landscape. Music programs stripped back gimmicks; Asian New Voice’s rigorous judging emphasized vocal skill over drama, while Singer 2025’s live format highlighted raw talent. Reality hybrids like Smile Mart turned retail training into civic engagement, with participants running pop-up coffee shops that drew municipal endorsements.
Comedies doubled down on levity. Hahaha Season 5’s slapstick moments—like dialect games and chaotic teamwork challenges—fueled viral clips, and Laugh on Sight explicitly marketed itself as mood-boosting escapism. Even relationship shows evolved: My Sibling's Romance (恋爱兄妹) incorporated family dynamics, deepening emotional stakes beyond romance.
This focus streamlined production. Platforms reduced output but amplified quality, betting on fewer, high-impact titles. The strategy paid off: iQIYI’s concentrated approach secured 80% of top-tier new IPs, proving targeted content could sustain both ratings and cultural buzz amid crowded lineups.
Marketing Metamorphosis
Advertising rebounded, with top shows securing 5–6 sponsors each. Become a Farmer S3 led with 10+ brands, signaling renewed market confidence. Marketing evolved beyond logo placements into three key trends:
First, emotional resonance. Blossoms Journey’s cast—like 70-year-old Liu Xiaoqing advocating anti-burnout lifestyles—inspired Meituan to launch "same-journey" travel guides and discounts. Youth-targeted shows (Asian New Voice,The Rap of China 2025) partnered with VitaSoy and Master Kong Ice Tea to embody Gen-Z attitudes, turning products into identity symbols.
Second, ecosystem expansion. Tmall transformed Become a Farmer S3 into an interactive game where users farmed virtually and browsed sponsor stores. Snack brand Haoshi leveraged the show’s cast for live streams, factory tours, and even a "30-Year Growth" brand event—blurring content, commerce, and community.
Third, strategic tiering. New brands like Jiangxiaobai’s fruit wine (Love Siblings) and Li Ziyuan’s vitamin water (Smile Mart) used shows for debut visibility. Established players like JDB Cool Tea (Sing! Asia) and Master Kong Ice Tea (The Rap of China) refreshed identities; the latter even co-created rap ads to stress "youthful energy." Platforms like iQIYI became launchpads for diverse sponsors, with 2025 Q1 data showing beverage, tech, and apparel brands dominating ad placements.
Sustainable Certainty: The Road Ahead
The convergence of creative audacity and commercial ingenuity has solidified variety content as China’s entertainment bedrock. As platforms refine scheduling to avoid self-cannibalization (iQiyi’s "fewer, bigger, better" approach being emblematic), the groundwork for sustained excellence is laid. Anticipated releases like HER PRIME (姐姐当家) —already garnering pre-buzz with Vipshop’s sponsorship—and Joy List S2 suggest this stability isn’t static. Instead, it’s a dynamic equilibrium where reinvention fuels reliability, ensuring that in China’s screen landscape, certainty isn’t just an advantage—it’s the ultimate competitive edge.
