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Haibao has Growing Pains - Branding in China

February 1, 2009 5:25 pm

Over the Chinese New Year, I noted an article about Haibao, the aquatically-ambiguous official mascot of the Shanghai World Expo 2010. The article, titled “Haibao Idea Born in a Cafe,” has the best explanation yet of how Haibao’s design was conceived.

Haibao

According to the article, which profiled the creator Wu Yongjian, a professor of design,

Chinese culture needed to be the essential element to embody the spirit of World Expo 2010. “A large number of mascot designs to express Chinese culture were inspired by images of pandas, monkeys and dragons, etc,” says Wu. “What I did was try to find another way to interpret China, a more abstract way.”

Perhaps referring to the Olympic Fuwa as an example of the oft-overused panda design motif, Wu’s explanation of how Haibao was conceived answers some of the Netizen-led criticisms of it apparently being the figment of the designer’s TV-addled mind.

After several changes to the initial submission of the Haibao character were made, a design was finalized that incorporated the imagery of the Chinese character ren - 人 - in the color of ocean blue, perhaps connecting the mascot to the host city Shanghai (the character for Shanghai’s hai is also one of the characters in Hai bao). Indeed, the deeper meaning of the mascot was expressed in the article in this way:

Like an ocean, Haibao symbolically represents a city where all values and ideologies can coexist.

Ummm, ok. Back in September 2008 John Pasden of the Sinosplice blog discussed how the five Olympic Fuwa of Friendliness were finally fading into obscurity. Today only the echoes of their alliteration remain, signaling the impermanence of all things. To John’s dismay however, in Shanghai the Fuwa have been replaced by the emergence of Haibao. As of late, Haibao is indeed everywhere. (The charmingly creative installation pictured above was found bordering the Jing’an Sculpture Park).

But back to the subject of the Shanghai Daily article, Haibao’s origins, Wu Yongjian’s dilemma is this: From the release of Haibao back in 2007, the creator has been accused by Netizens of the Chinese blogosphere of, to put it kindly, being influenced by Growing Pains, the classic 80s TV show, which became one of China’s most popular TV imports.  Ask any 80s or 90s-generation Chinese and they’ll likely know Chengzheng de Fannao and might even remember how Ben Seaver’s room was decorated:

Ben Seaver character on Growing Pains - Gumby in the background

Western readers will recognize the character on Ben’s wall as Gumby, an American icon of rubbery fun, so it is perhaps more correct to say the designer was influenced by Gumby rather than Growing Pains, but Mr. Wu is not going to come out and say, “Yes, I copied it!” The Daily article gives a measured and authentic-sounding explanation for how Haibao evolved, but the true initial conception of Haibao may never be known except to Mr. Wu himself. I am willing to give him the benefit of the doubt. Nevertheless, China has a large number of similar-looking logos and trademarks that could stand a bit of re-branding, in my opinion.

Although it is not exactly a Supertrend in and of itself, we put  the need for more brand development into our book’s chapter on the evolution of the service and retail sectors in China. I was also discussing this with a new friend who moved to Shanghai and set up shop as a brand consultant last year. Business is going well.  If you’re looking for a good brand-builder, drop me a line and I’ll put you in touch. I will also follow the topic of branding in a later post.

Happy Chinese New Year.

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5 Responses to “Haibao has Growing Pains - Branding in China”

allroads wrote a comment on February 2, 2009

The picture of gumby you have there is uncanny, but normally it reminds me of my dentist’s tooth mascot - without the toothbrush

perhaps it is the suave hairline.. or the fact that it is blue.

R

China Journal : Best of the China Blogs: February 2 sent a pingback on February 2, 2009

[...] Haibao, the watery mascot of the Shanghai World Expo 2010, looks uncomfortably like a certain Western character to several bloggers. [China [...]

Jason Inch wrote a comment on February 2, 2009

Rich:

I left out the less-flattering Netizen complaints of Haibao resembling a blue condom mascot (which I am pretty sure was not the designer’s inspiration, similar as they might appear):

http://i210.photobucket.com/albums/bb179/zjplovezy/2006010321585873499.jpg

Not to mention Westerners who think Haibao looks like Mr. Towelie from South Park:

http://shanghaiist.com/2008/04/23/does_haibao_wan.php

Is there nowhere a generic blue mascot get a break these days?

Chris Devonshire-Ellis wrote a comment on February 3, 2009

“Gumby” also isn’t original. “Mr. Gumby” was the creation of the late, great Monty Python team as can be seen here: http://www.youtube.com/watch?v=IIlKiRPSNGA

Joanna wrote a comment on February 3, 2009

Haibao actually reminds me a lot of the Atlanta 1996 Olympics mascot, Izzy. Ugh.

http://img.photobucket.com/albums/v179/christat23/Album%20A/olympics-mascot-izzy.jpg

Care to comment?

"Unlike much that is written on business in China, authors James K. Yuann and Jason Inch use their years of experience as analysts to explore the cultural as well as the market trends. It is a refreshing approach but one that still leads to a hard economic conclusion: The next decade in China is likely to be as remarkable as the one that preceded it, with no shortage of opportunities for savvy businesspeople. [...]

Yuann and Inch believe the key to succeeding in China in the upcoming years will be to follow what they dub the “supertrends” of business, society and wealth. Many of the old assumptions about China will need to be thrown out. In manufacturing, for example, the authors see a shift toward added value and innovation as producers bid farewell to the low-end knock-offs currently synonymous with the “made in China” label.

On the social end, China’s “affluencing” middle and upper classes are coming to expect and demand higher quality products, especially technologies like mobile phones, which help reinforce their social networks. Chinese send text messages and join internet communities in numbers that dwarf their Western counterparts. The authors believe smart marketers will recognize these media as important new ways to reach their customers."

--Mollie Kirk,

China Economic Review

"Last year, many China books focused on the 30-year anniversary of the reform and opening-up policy, but "Supertrends of Future China," by Shanghai-based businessmen James Yuann and Jason Inch, looks ahead to China's next 10 years.

"Supertrends of Future China" is a refreshing departure from recent doom and gloom books about China and the global economy. [...]

For example, the authors coin a new term, "affluencing," to describe how China's significant foreign reserves, strong banks, and high savings rate of its people are going to allow an affluent China to have an increasing influence on the world.

The authors appear correct given the current state of American and European financial institutions versus the relatively healthy condition of China's major banks. [...]"

--Glenn Tam,

Shanghai Daily