Chinese authorities are increasing efforts to curb what officials describe as harmful online traffic-chasing behavior after a series of viral internet trends disrupted daily life and strained public resources in several parts of the country.
State media outlets and local governments have urged content creators, fan groups, and online platforms to act responsibly and prevent excessive attention-seeking activities from causing social problems.
The latest warnings came after a retired couple in Shaoxing, a city in eastern China’s Zhejiang province, unexpectedly became internet celebrities when videos of seven gourds growing on their apartment balcony spread widely across social media.
The unusual sight reminded many internet users of the famous Chinese animated series Calabash Brothers, first released in 1986. The cartoon tells the story of seven magical brothers who emerge from gourds and are raised by their grandfather.
As images and videos circulated online, social media users nicknamed the 75-year-old homeowner “Grandpa Calabash.” What started as a lighthearted internet trend quickly attracted widespread attention.
Large numbers of visitors began traveling to the couple’s residential area to see the gourds in person. Photographers, live streamers, and curious internet users gathered outside the apartment building, hoping to capture photos and videos for social media platforms.
According to reports, some visitors repeatedly called out to the elderly man, knocked on the couple’s door, and conducted live broadcasts from outside their residence.
The growing crowds gradually disrupted the couple’s daily routine. What had initially appeared to be harmless admiration eventually became a source of stress and inconvenience.
As public attention continued to intensify, the couple decided to remove the attraction entirely. Last Saturday, they cut down all seven gourds in an effort to restore normal life and discourage further visits.
The incident has become one of the most discussed examples in a broader national debate about the impact of internet fame and the pursuit of online attention.
Chinese authorities have increasingly expressed concern over content creators and online communities that encourage large-scale gatherings or excessive public interest around ordinary individuals. Officials argue that viral trends can sometimes cross personal boundaries and negatively affect people who never sought public attention.
State media commentators have also criticized what they describe as a growing culture of traffic-driven content creation. The term “traffic” is commonly used in China to refer to online views, clicks, followers, and engagement metrics.
According to official commentary, some influencers and online groups are prioritizing internet popularity over social responsibility. Authorities warn that the pursuit of viral content can lead to disruptions in neighborhoods, public spaces, transportation systems, and community services.
Local governments have been encouraged to respond carefully to internet-driven events and avoid actions that may unintentionally amplify online attention.
Officials say authorities should balance public interest with privacy concerns while ensuring that residents are protected from harassment and unwanted disruptions.
The issue extends beyond individual cases. In recent years, several ordinary citizens, tourist destinations, restaurants, and businesses have experienced sudden surges in visitors after gaining popularity through short-video platforms and livestreaming services.
While some viral moments have generated economic benefits, others have resulted in overcrowding, traffic problems, safety concerns, and pressure on local infrastructure.
Experts note that social media algorithms can rapidly transform everyday situations into nationwide phenomena, often leaving those involved unprepared for the attention.
The Shaoxing case has therefore become a symbol of the challenges created by internet culture in the digital age. Many observers believe it highlights the need for stronger awareness of personal boundaries and responsible online behavior.
As authorities continue their efforts to address disruptive online trends, officials are calling on platforms, influencers, and users to exercise greater restraint. Their message is that online popularity should not come at the expense of privacy, public order, or the well-being of ordinary citizens whose lives can be changed unexpectedly by viral attention.
