In eastern China, seven gourds grown on a balcony unexpectedly upended the lives of an elderly couple. The gourds quickly became a viral attraction, and the surge of attention soon became an ordeal for the elderly couple who lived there.
Here's what to know
According to the South China Morning Post, Chinese officials are calling on content creators, fan groups, and online platforms to answer for the intense pursuit of online traffic.
State media and local authorities have emphasized restraint, warning that online attention-seeking can spill into harmful consequences in the real world.
One case centered on a 75-year-old resident of Shaoxing in Zhejiang and his wife. Their balcony became the focus of intense interest because seven gourds growing there reminded people of Calabash Brothers, a Chinese animated series that debuted in 1986.
That resemblance turned the couple's home into a local hotspot. People began arriving in person, turning the area around the home into a spectacle.
More background
What started as a few plants on a balcony attracted large crowds.
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At first, it was seen as admiration, with people simply taking a photo of the 'grandpa' and his gourds, but that soon turned more disruptive as people started wanting physical interaction with the old man.
Harmless photos turned into intrusive knocks on the elderly couple's door, crowds gathering around the home, and livestreamers heckling the old man, calling out to him, saying "grandpa."
Other incidents involved a farmer whose scenic tree in his field led to him losing his crops as droves of people trampled the fields he relied on to make a living, and a man who shut down his local beverage business after online attention and scrutiny.
What's being done?
Chinese authorities are publicly signaling that platforms, creators, and fan groups all share responsibility for stopping online attention from turning into offline disruption.
Local authorities were asked to 'be more discerning' when they see a spike in viral activity affecting a person or business in their community.
Chinese authorities noted that online traffic can boost business and local tourism, which is seen as positive, but, as they pointed out, that same boost can turn destructive if left unchecked.
The key is finding the balance, and that seems to lie in the discretion of local authorities, as the Chinese government stated, "Traffic cannot simply be regarded as a gift that brings benefits without harm."
Where can I learn more?
These stories look at other moments when everyday parts of home life drew attention beyond the household itself. As in Zhejiang, the concern grew once neighbors, communities, or officials felt the effects spilling into daily life.
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They help explain why authorities are trying to keep online fascination from turning into real-world disruption.
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