LayarHijau.com – The new Chinese xianxia drama Feud may have stumbled out of the gate, but in a surprising turn of events, the series—starring Bai Lu and Joseph Zeng Shunxi—has quickly gained traction and is now enjoying a surge in popularity just days after its debut.
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A Rocky Start
On its premiere day, Feud became a hot topic on social media—but not for the right reasons. The hashtag #难看 (meaning “ugly” or “hard to watch”) was trending, as viewers flocked online to vent their disappointment.
Among the most frequent complaints:
- Low-budget CGI. Many called it “five mao effects”—a sarcastic term mocking poor-quality visuals. Obvious green screen use and stiff animations left viewers unimpressed.
- Makeup and costume design also drew criticism. The lead characters’ appearances were likened to “Guanyin hugging Nezha”—a phrase suggesting their looks felt off and not fitting the ethereal beauty expected in xianxia fantasy worlds.
- Pacing issues. The plot moved unusually fast. In just the first episode, the main character Hua Ruyue gets injured, searches for medicine, and receives a marriage proposal. Many felt the storytelling was rushed and unconvincing, with side characters playing little more than decorative roles.
Still, some viewers enjoyed this fast-paced, short-drama style storytelling. As noted by Sohu, it catered to audiences who prefer plot-heavy series that move quickly.
From Hate to Hit
Despite its rocky start, Feud began climbing the charts almost immediately.
According to data from analytics platform Yunhe, the drama’s effective viewership share jumped from 12% on day one to 16.1% on day two. Its “heat index”—a key metric on Chinese streaming platforms—also saw a sharp rise, growing from 7685 to over 9500 within 24 hours.
These numbers suggest that curiosity ultimately won out, with viewers choosing to give the show a chance despite initial skepticism.
A Clever Marketing Strategy
One of the driving forces behind Feud’s sudden popularity appears to be its creative digital promotion—specifically, a “cloud private screening” event. The concept allowed fans to virtually “rent out” a private theater and watch the premiere online in groups.
The idea took off. Over 50,000 viewers joined the virtual event, significantly boosting the drama’s exposure and early performance.
Why It Still Works
The phenomenon of a show being commercially successful despite mixed reviews (a dynamic known in Chinese as “叫座不叫好”) is not uncommon in the entertainment industry.
Several factors helped Feud stay afloat—and even thrive:
- The enduring appeal of period fantasy dramas.
- Big-name leads like Bai Lu and Joseph Zeng, whose fanbases bring built-in interest.
- Innovative marketing tactics that targeted not just fans, but casual viewers as well.
Can It Go the Distance?
Early buzz has been strong, but the question remains—can Feud maintain momentum? According to producer Yu Zheng, the goal is to reach an average heat index of 60 million per episode.
Whether the story and production quality improve in the coming episodes will likely determine its staying power.
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