"What's on Weibo" Rebrands to "Eye on Digital China" Amidst Evolving Social Media Landscape

Manya Koetse, the founder of the long-standing platform "What's on Weibo," announced a significant rebranding initiative, transitioning the independent analysis site to "Eye on Digital China." The change reflects the profound evolution of China's social media landscape since the website's inception in 2013, moving beyond micro-blogging to a more complex, AI-driven ecosystem dominated by diverse platforms.

"China’s social media landscape has drastically changed since I started my website in 2013," Koetse stated in the announcement, explaining that the original site was born from a simple curiosity about "What is on Weibo?"

The rebranding acknowledges that while Weibo still holds relevance, it is no longer the sole or primary hub of online discourse. Newer platforms such as Douyin (TikTok's Chinese version), Kuaishou, and Xiaohongshu have risen to prominence, tailoring content through AI-driven systems and fostering "micro-communities" rather than broad public forums. This shift underscores a broader trend in Chinese digital culture, where user behavior and personalized feeds dictate information consumption.

China currently boasts over 1.12 billion internet users, and its social media sector continues to boom. The original mission of "What's on Weibo" – to explain China’s digital culture and build bridges between Western and Chinese online spaces – remains central, but the name "no longer fits that mission," Koetse explained. The new "Eye on Digital China" aims to provide broader coverage, including shorter trend updates, thematic features, and in-depth explorations through a newsletter-based format.

The website "What's on Weibo" will gradually transition, with its extensive archive of over 12 years of reporting remaining accessible. This evolution highlights the dynamic nature of China's digital sphere, where platforms and user interactions are constantly reshaped by technological advancements and shifting social behaviors. The move signifies an adaptation to a future where understanding China's online world requires a wider lens than just its pioneering micro-blogging site.