“Sissy” star revitalizes Chinese folk arts; represents major Chinese brands.

Xiao Shenyang is a recent entertainment phenomenon, not because he’s new to the Chinese folk scene, but because his “sissy” performances breathe new life into an old, tired art form.

Renhe’s recent Chinese medicine TVC adopted Xiao Shenyang’s TV comedy sketch <Bu Cha Qian er (Money is not a problem)>, performed during the 2009 National Spring Festival.

Xiao Shenyang and Maomao, together with their teacher Benshan Zhao.

To local Chinese, folk stars are kings
China’s “older” audience, those born before 1970, and viewers in rural and undeveloped areas of China tend to favor traditional folk stars over their foreign counterparts. This is because folk star performances center on the concerns and daily lives of this “silent majority” which consists of about 700,000,000 people (you know… the other Chinese consumers).

Chinese brands know this better than any foreign MNC. Local giants, whose products target “common” Chinese (farmers, workers, etc), such as medicines, instant noodles, shoes, autos, clothes, fertilizers, etc., have been partnering with folk stars, using their massive charisma to push their products to the masses.

Sissy performance revives cliché-ridden Chinese folk arts
Traditional northeastern entertainment has a long history and a loyal audience. In recent times though, audiences bemoan the now very cliché and predictable performing styles of their favorite traditional characters.

Er Ren Zhuan scenes by Xiao Shenyang

Asian entertainment favors guys with delicate looks; deeply influenced by Japan, Korea and other Asian countries; however, a public sissy performance such as Xiao Shenyang’s was considered crossing the line. To everyone’s surprise, that line is not as shallow as previously believed, and has been pushed back by Xiao’s massive success.

While his basic acting skills arouse audience’s interests, it’s really his amazing high-pitched voice and willingness to let it all “hang out” that pushed him into folk-stardom.  Will acting “sissy” be the new trend? It’s hard to tell, but we have to admit that Xiao does bring new blood into an old genre.

A few brands endorsed by northeastern folk stars:

Beijirong underwear—by Benshan Zhao

Wei Fan- another famous northeastern folk star in Ji Ao Auto

Dandan Song, the top female northeastern folk star for Volfertile fertilizer

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Tagged as: folk art, Renhe, Xiao Shenyang