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The Crying Horse Captures a Nation’s Mood

As China enters the Year of the Horse, a plush toy with an upside-down smile has become a surprising cultural phenomenon. Known as the “crying horse,” the frowning plushie was the result of a factory mistake, yet it has quickly sold out in Beijing and other major cities.

Gao Lan, the toy seller behind the craze, explains that the toy resonates with a society under pressure. “Nowadays, there is so much stress in our society. The crying horse reflects how people feel inside,” Gao said.

The popularity of the plushie is more than just a quirky fad—it offers a glimpse into growing consumer anxiety amid China’s slowing economy, lower consumer confidence, and uncertainty about the future.

The Rise and Fall of the “Are You Dead?” App

Earlier this year, another unusual trend captured attention: the app Are You Dead? (known as Sileme in Chinese), which allows users living alone to alert friends or family if they fail to check in for 48 hours. The app charged a modest subscription fee of 8 yuan (roughly $1.15) per month.

The app’s founders, Beijing-based startup Moonscape Technologies, said the idea emerged from the challenges of urban living. Co-founder Ian Lü explained that many young people living alone in China worry that no one would notice if something happened to them. The app’s design, while morbid, offered reassurance.

Sileme quickly climbed Apple’s App Store charts in China, reflecting strong demand. However, it faced a rapid shutdown. Apple confirmed that China’s cybersecurity watchdog ordered the app’s removal because it “failed to comply with rules to adhere to public order and good morals.” The app’s morbid framing, despite its practical purpose, clashed with government sensitivities.

Loneliness and Lifestyle Shifts Drive Consumer Behavior

Both the crying horse and the Are You Dead? app highlight a growing societal shift in China. With one in six households now consisting of single individuals and the national marriage rate falling to a 45-year low of 4.3% in 2024, many young and elderly citizens are navigating life alone.

Even fast-food chains are adapting to solo lifestyles. McDonald’s dine-in cubbies, which allow for private dining experiences, have gone viral on social media, illustrating how businesses are catering to this demographic trend.

“The crying horse connects with the feelings many people can’t express,” said Xiao Juan, a customer at Gao’s shop. “If you can’t cry out loud, this horse can cry for you.”

A Symbol of China’s Economic and Social Gloom

The runaway success of a plush toy and the viral interest in a morbid app may seem trivial, but they are symptomatic of broader economic and social pressures. Amid slowing GDP growth, concerns about deflation, and urban isolation, Chinese consumers are seeking both comfort and ways to express their anxiety.

Analysts suggest these trends could have broader implications for domestic consumption and product innovation. From toys to apps, brands that tap into emotional and social needs are finding unique opportunities, even as traditional economic indicators paint a cautious picture.

In this climate, a frowning horse and a controversial app are more than novelties—they are reflections of a society grappling with uncertainty, loneliness, and the search for small forms of connection.