In 2025, the amateur football event “Su Chao” initiated by Jiangsu people will explode with its “meme culture”, and its people-friendly nature and regional memes catalyze to attract the whole people to participate in playing memes. and then use the collaborative communication of KOLs and official institutions to upgrade from local events to national cultural phenomena, providing a new sample for the dissemination of sports events.
Who would have thought that the top sports that will sweep China in 2025 will not be the NBA Finals that have just ended in the past few days, nor the giants of major European football leagues, but an amateur football event initiated by the people of Jiangsu – “Su Super”.
More than 30,000 spectators in a single game, the discussion overshadowed the Chinese Super League, and it was difficult to find a ticket for popular games, and even on the Weibo sports hot search list, Su Chao beat Sun Yingsha, Wu Yanni, Pan Zhanle, Zheng Qinwen and other sports stars in a short period of time……
The picture comes from Weibo
From “bulk Jiangsu”, “competition first, friendship fourteenth” and other ridicule limited to Jiangsu, to the carnival of jokes with the participation of the whole people, how did Su Chao become a phenomenal communication event this year? Follow the perspective of “Crowley”, let’s take a look!
01 When grassroots events collide with the regional symbol “stalk” and become the core engine of communication
In the traditional perception, the communication of sports events is often limited to the professional fandom, and even for World Cup-level events, the participation of non-fan groups is relatively limited. And Su Chao’s breaking of the circle is precisely the precise activation of the “meme culture”, attracting a large number of people who originally did not pay attention to football.
As a non-governmental spontaneously organized event, Su Chao is born with the gene of “de-seriousness”, and at the moment of per capita jokers, the combination of “grassroots attributes + hot stalk fermentation” is almost destined to explode.
On the one hand, the people-friendly nature of grassroots events breaks the professional threshold.
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Like the previously popular “Village BA”, most of the players in the Su Super League are amateurs, without a complex tactical system, and there is no need for deep football knowledge to watch the game. The local people participate in it, more to enjoy the lively atmosphere, and this non-utilitarian participation mentality makes the event naturally have a communication foundation of “all people can intervene”.
Furthermore, when the football event, which originally belonged only to sports fans, was interpreted as an interesting duel of “Jiangsu Thirteen Taibao”, the communication radius expanded from the professional circle to the mass entertainment scene, and some netizens who did not understand the ball ridiculed: “I don’t understand the offside rules, but it is enough to understand the stalk of ‘Changzhou strokes decreasing’.” ”
On the other hand, the regional stalk of “bulk Jiangsu” has become the best catalyst.
The meme “Bulk Suzhou” was originally deeply rooted in the hearts of the people, and the “Big Brother Dispute”, “Chu Han Dispute”, “Journey to the West” and other battle aliases derived from the event, as well as #A Su Chao set off a special product battle#, #苏超1个省踢出13省PK的感觉#, #丨州未能保住最后的笔画#等热搜话题, showed the public’s imagination.
The picture comes from the Internet
In the comment area of @Jiangsu City Football League (Su Chao’s official Weibo), local netizens did not use the place name to cheer with the name of the specialty: “Salt water duck rush”, “Crayfish will win”, “Our Su Daqiang’s Su Chao is wonderful!” ”
The seemingly absurd interaction is actually an interesting expression of regional cultural identity.
These meme content derived from the folk penetrated into social platforms such as Weibo, Douyin, Moments, and Xiaohongshu like capillaries, not only accumulating the first wave of traffic for the discussion of the event, but also providing a natural fermentation soil for the explosion of Su Chao.
The picture comes from Weibo
02 From folk jokes to multi-party joint dissemination to promote national hotspots
Of course, if you only rely on local netizens to play memes, Su Chao may be difficult to break through geographical restrictions, and the key to truly breaking the circle lies in the formation of a multi-party interaction and jointly playing stalk ecology of “folk + KOL + official”.
Multi-dimensional interpretation of professional and cross-border KOLs broadens the boundaries of discussion
Among the topics related to Su Chao, there are not only professional sports bloggers such as @Huang Jianxiang and @董路 who analyze the technical details of the event to meet the needs of hardcore fans; There is also a science blogger @Ansen Yao ASU to attract cultural lovers by using “bulk Jiangsu” science and geography knowledge; Even a joke in the live broadcast can make #Luo Yonghao say that the national football team can learn from Su Chao# on the hot search.
Coupled with the #00 post-00 girls flying planes to cheer for the Su Super League # and #人民海军用13艘军舰护航苏超13队#等话题出现, it has pushed the popularity of the Su Super League from the sports circle to various fields.
These opinion leaders in different fields, like scattered communication nodes, radiated Su Chao’s influence from Jiangsu to the world, further broadening the boundaries of discussion.
The picture comes from Weibo
The official agency played a joke and continued to push up the heat
In addition to the promotion of various KOLs, the fate of official institutions is “the most deadly”.
In the fifth round of the Su Super League, @新华社 called “Changzhou VS Nanjing” as “Zhou VS Nanjing” in the live broadcast trailer, replacing the word “Chang” with a space.
For a time, #新华社也玩上苏超梗了#, #新华社管常州叫空格州#登上热搜, this kind of interaction that subverted the serious image of the official media made netizens exclaim that “it turns out that the official media can also play like this”.
The picture comes from Weibo
In addition, authoritative media such as @江苏新闻, @扬子晚报, and @三湘都市报 have followed up on memes, and government microblogs such as @常州发布 and @无锡发布 have interacted in real time to transform the sense of regional belonging into a driving force for communication.
Relevant football sources said: “The public opinion environment of the Su Super League is more relaxed than professional football, and the official personally plays the stalk, releasing creativity and entertainment attributes to the greatest extent.” ”
The picture comes from Weibo
When Xinhua News Agency used #Friendship No. 14 Su Chao to #publicize the event again, and when the local media used the event to promote the beautiful scenery of the city, the event itself has become a social currency that carries public emotions.
This kind of closed loop of “folk meme-KOL expansion-official connection” is the key to Su Chao’s upgrade from a local event to a national cultural event.
03 From individual expression to diversified co-creation of new traffic gameplay in the hot search era
Although the village BA has verified the potential of grassroots events to break the circle, the explosion of the Soviet Super League still exceeded expectations. Especially at the beginning of the event, it was difficult for individual teams to attract sponsorships, which also made #barbecue restaurant spend 100,000 yuan to sponsor Su Chaocheng as the only household#, and finally there was a spectacle of barbecue restaurant advertisements juxtaposed with international brands such as Bank of Jiangsu and JD.com.
The picture comes from Weibo
However, whether it is a village BA or Su Chao, the explosion is of course based on luck, but the logic of going out of the circle is not without traces.
In the view of “Crowley”, the core of why such folk events can receive widespread attention begins with the voice of individuals playing memes on social platforms, and finally becomes the synergistic amplification of multiple roles such as KOLs, media, and officials.
This communication synergy not only boosted the popularity of the event, but also allowed the influence of Su Chao to break through the single sports track and penetrate into culture, food, tourism and other fields.
Especially on multiple social platforms such as Weibo, hot spot outbreaks will form a more obvious linkage effect. Netizens can #为江苏美食打call# on “Su Chao on the tip of the tongue”; You can also use the cultural and sports tourism benefit package launched by the “Thirteen Taibao” to benefit the people, #跟着苏超游水韵江苏#.
The picture comes from Weibo
Therefore, even if the Changzhou team “did not score a goal, lost all the games, was at the bottom with 0 points, and lost its name” in the game, it can still make urban food and cultural tourism labels such as dried radish and dinosaur park known throughout the country.
According to the data released by @Changzhou, on June 21 alone, the number of bookings for major scenic spots in Changzhou increased by 6 times compared with the same period last year, and the number of hotel bookings increased by 30.45% year-on-year, which shows the strong driving effect of the event on urban cultural tourism.
The picture comes from Weibo
In essence, the explosion of Su Chao is a concentrated release of “emotional value” in the social media era – locals use events to express regional identity, foreign netizens reap joy in playing memes, and KOLs, media and official institutions in various fields push the emotional resonance of the whole people to a climax.
In the era of social communication dominated by the post-90s and post-00s, the traditional “top-down” event publicity model is gradually giving way to the “bottom-up” mass co-creation path.
Only by activating the communication potential energy of users’ spontaneous participation can we realize the multi-dimensional development of traffic breaking the circle and culture, sports, food, tourism and other tracks, and find new solutions to traffic in the hot search era.
04 Conclusion
In the fragmented and dusty information age, “stalks” are the key to triggering communication, and “people” are the core of communication and diffusion. When an amateur football match can make the official media joke and the whole people carnival, its significance has long gone beyond the event itself.
The explosion of Su Chao undoubtedly provides a new sample for the spread and outbreak of sports events and even various folk activities.
Perhaps the future of sports communication will no longer rely on the professional threshold of top events, but like Su Chao, so that every ordinary person can find a sense of participation in playing memes and co-creation.
