Recently, many may have seen viral images of motorcycle photo shoots in Chongqing, a style that appears unusual to many. However, China's photography industry has advanced far beyond what we might expect, ranging from basic services like hired companions for travel and photography assistance to simulated paparazzi experiences, where customers are secretly snapped with zoom lenses to capture celebrity-style candid shots.
Today, China's production industry has taken 'over-the-top' to a new level with the arrival of Chinese historical drama teaser photo services. These let customers embody different characters, with full-scale productions and large teams dedicated to creating the heroine role for clients.
Similarly, Thai influencer brinkkty shared her experience using such a service in China, where she portrayed a 'dust-bone demon.' She reviewed the process from makeup and costume preparation by a professional team to a mini filming session before the actual shoot, providing clients with the authentic feeling of being an actor.
This type of service originates from the Chinese social media platform Xiaohongshu (RedNote), which compiles numerous youth trends and lifestyles. It functions like a constantly updated independent fashion magazine, filled with reviews, storytelling, and service offerings.
A search on RedNote reveals accounts offering these role-playing photo services, posting advertisements that showcase studio tours, behind-the-scenes footage led by professional crews and equipment, post-production techniques, and completed teaser videos featuring diverse characters and unique locations. The intricate and visually striking images have attracted significant interest in the comments sections from many people eager to try the service.
The common theme among these Chinese photo services is 'role-playing,' driven by ordinary people seeking to buy the experience of becoming someone they never were. Being someone else can be beneficial, as living as oneself often involves many worries and burdens, but purchasing an experience as another person allows a temporary escape from reality until the service ends.
Why does this phenomenon occur in China? The primary factor is social conditions, where young people face a 996 work culture—9 a.m. to 9 p.m., six days a week—combined with intense competition. This creates a fundamental desire to escape the realities they face daily.
Additionally, RedNote’s influence drives users and studios to produce increasingly elaborate content. When one service shares grand stories, others must outdo them, creating a viral trend through word of mouth.
A critical foundation enabling this over-the-top photo trend is China’s Micro cinema industry. The short drama industry is immensely valuable, supporting many production crews. As competition rises within this industry, behind-the-scenes workers take on smaller projects like these photo services.
Ultimately, these role-playing services reflect a photography business that aims to provide psychological value to ordinary people who want to purchase an experience of being the 'main character' once in their lives, amid blending into the busy reality of society.