Special Feature for Duanwu Festival

Fri 22 June 2012 18:00, Editors

Special Feature for Duanwu Festival

Today is the traditional Duanwu Festival (also named Dragon Boat Festival) in China. It is a festival for commemorates the death of poet Qu Yuan. As a national festival, normally people celebrate it in all kinds of off-line activities. This time, all kinds of online channels join in and become a new trend of online promotion.

First is Baidu. Baidu is always quite actively involved in all kinds of tradition, which is the same for be this time. Below is the search page of Baidu. To start the boat race, click on any of three boats you like, and click to start the racing.


Baidu also customized its search page, when searching “Duanwu”, you can see a customized calendar.

Social media is also involved in this special day. Renren, the Chinese Facebook, has a special logo and all kinds of discussion about the custom, food and activies.

Weibo (Chinese Twitter) does not integrate itself that much, but the word “Duanwu” has being listed on the top of Weibo search, with a daily volume 8400. Weibo verified companies all launch campaign to promote under the name of “Duanwu”.

Here is a short story about the origin of Duanwu festival. Two Thousand years ago, Qu Yuan was a famous poet and a high positioned official at that time in a country named Chu. Qu was banished for showing disagreement with the King, and accused of treason. 28 years later, Chu was conquered by another country. Qu Yuan committed suicide by drowning himself in the River. The local people, who admired him, dropped sticky rice triangles wrapped in bamboo leaves into the river to feed Qu Yuan in the afterlife. They also paddled out on boats, either to scare the fish away or to retrieve his body.

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