Chinese industrial-grade glycine, a product that was once obscure, has been propelled to viral fame on TikTok, thanks to the relentless wit of Gen Z users. Donghua Jinlong, a Chinese glycine producer based in Shijiazhuang, China, found unexpected fame after attempting to market its products on the popular social media platform.
Donghua Jinlong, a company specializing in industrial-grade glycine, a food additive with purported health benefits, decided to dip its toes into the world of viral marketing by creating TikTok videos in October 2023. However, the company’s marketing attempts were met with ridicule due to the lackluster quality of the videos.
The TikTok videos produced by Donghua Jinlong featured a robotic voice promoting the benefits of industrial-grade food additives in a manner that appeared unintentionally comical. Instead of engaging storytelling or catchy elements, the videos predominantly showcased stock footage of the company’s facilities and test tubes containing glycine.
Gen Z users on TikTok, known for their sarcasm and sharp wit, quickly seized the opportunity to mock Donghua Jinlong, turning the company into a meme on the platform. The hashtag #donghuajinlong has amassed millions of views, while #glycine has garnered thousands of posts, showcasing the extent of the viral sensation.
Despite its initial obscurity, Donghua Jinlong owes its newfound fame to the younger generation on TikTok, who transformed the industrial-grade glycine into an unexpected internet sensation. The power of social media virality and the influence of Gen Z have once again proven to be formidable forces in shaping online trends.
