China, More Tissues (please)
20 Oct 2006
When I went to Japan in 1997 to study for a year, it was my first time out of the United States. I knew Japan would be different, but I had very few expectations. I went out there with a year’s worth of Japanese, eyes wide open, and a brain ready to soak it all up. Of the many, many cultural peculiarities I noticed in Japan, one of the most convenient was the tissue pack advertising.
It’s a simple method. Someone goes to a crowded metropolitan area with a box of small packs of tissues. On the tissue packs’ plastic wrappers is advertising. People are quite often willing to accept free tissues, and happily carry the advertising with them wherever they go. Everyone wins.
When I first arrived in China, I discovered how important tissues are here. You use them as napkins, you use them as paper towels, you use them as toilet paper. You really shouldn’t go anywhere without a small personal tissue supply. I found myself really wishing that the Chinese would adopt the tissue pack advertising method.
Here in Shanghai the primary method of street advertising is handing out business card-sized ads in and around the subway stations. I imagine it doesn’t work well at all. The workers handing out the cards are extremely annoying, and no one wants the cards. Subway sanitation workers are always sweeping them up. It seems like the tissue pack advertising method would be perfect for China.
I have actually seen the method used here in Shanghai at least twice. I got a free pack of ad-swaddled tissues outside of the South Huangpi Road (黄陂南路) subway station just last week, and I saw it once before, a long time ago. This really needs to catch on.