Unveiling the Secrets of "Little Blue": Gay Guys' Life at Shanghai International Studies University
Background:
This feature article is a personal contribution by myself. Blued is the largest social networking app for gay men in China. However, due to the unique and sensitive nature of the LGBTQ+ community in China, this app has always existed in a gray area. This article was written in August 2020, coinciding with the company's listing in the United States. It examines the delicate role this app plays among sexual minority groups from the perspectives of three university students, shedding light on the true circumstances and inner conflicts faced by young Chinese gay men.
Category: Feature Story
Keywords: LGBTQ+ in China; Gay Dating App
With the resounding sound of the opening bell at NASDAQ on July 8, 2020, BlueCity, the parent company of Blued, China's leading gay dating app, successfully made its debut as a publicly traded company in the United States. Geng Le, the founder, stood at the center of the podium, beaming with a smile and applauding the momentous occasion.
Blued, nicknamed "Little Blue," has made history as the world's first publicly traded stock in the realm of gay social software. This remarkable achievement signifies a shift as Blued transitions from the periphery of society to the forefront, capturing global attention and recognition.
Hover over the underlined
and click on the extended reading.
BlueCity went public with an $85 million debut on Nasdaq in July 2020. (Source: BlueCity)
In comparison to two years ago when Bilibili, a popular Chinese video-sharing platform, excitedly celebrated its listing on NASDAQ, the atmosphere surrounding Blued's entry into the stock market appears noticeably quieter. Within the app, where diverse lives intertwine, men with specific intentions attach various labels to themselves as they continue to navigate the app, swiping through profiles and hunting for connections, while the overall rhythm remains unchanged.
A Secretive Corner
As a sophomore student at Shanghai International Studies University, Xiaohuang is one of the 49 million global users of Blued. In September 2018, on his first night in the dormitory, he lay in bed and opened the app for the first time.
"In that moment, I was shocked. They were all people who were very close, physically and emotionally," said Xiaohuang. "Walking through the dormitory hallway at that time, I had a strange sensation: it felt like everyone passing by me was of the same 'kind'."
According to data from that year, within a radius of one kilometer near Chengdu North Road in the Jing'an District, the number of Blued users exceeded 1,200, reaching its peak nationwide. In the central area of Songjiang District, where Shanghai International Studies University is located, this figure also reached around 400. In Shanghai, based on proportionate calculations, there are nearly 590,000 male residents who identify as homosexuals.
Xiaohuang could find many of the same "kind" here.
User density map of Blued in Shanghai.
The numbers indicate the number of active users per square kilometer.
After over a month into his freshman year, he decided to upgrade his Blued account to a premium membership. Before going to sleep, he developed a habit of lying in bed, drawing the curtains, and scrolling through a group of profiles marked with "0.01km," searching for a profile that would catch his attention. His Blued bio stated: "Bottom, not looking for hookups" -- "Bottom" refers to the passive role in terms of love and intimacy within the male homosexual community.
Pulling back the curtains, he discreetly concealed "Blued," hidden deep within a folder on his phone. He had never revealed his true "identity" to his roommates and remained constantly vigilant, fearing their discovery.
He confined himself within his closet, with Blued serving as a secretive corner for his emotional life: on-screen, he could freely express himself and engage in delightful conversations with like-minded guys. Off-screen, he blended in seamlessly with others, discussing heterosexual fantasies with his roommates, "conforming and displaying desires similar to theirs."
According to a 2017 survey, out of nearly 75 million LGBTQ+ individuals in China, only 2% were completely out to society. Even the number of those who had come out to their closest friends barely surpassed the halfway mark. Approximately 30% of LGBTQ+ individuals lived in a state of complete invisibility.
This hidden lifestyle accompanied Xiaohuang throughout his two years of university life. Towards the end of his sophomore year, he met his first partner, Cheng, through Blued. Unlike Xiaohuang, Cheng had chosen to step out of the "hidden corner" during his freshman year and be open about his sexual orientation to those around him.
"In contrast to the broader environment, SISU is a relatively accepting place," confessed Cheng. "I have come to know many LGBTQ+ individuals, both male and female. Almost half of the people I know are openly gay, with their sexual orientation known to those around them."
Question "are there many gay students in SISU?" on Zhihu and its replies
One of them commented: It's not that there are more homosexuals, and it's just that people are comfortable coming out, they say
One incident that left a lasting impression on Cheng was during his sophomore year, in a foundational English class. When the topic of LGBTQ+ was brought up, Cheng openly expressed his viewpoint as a gay individual. "Our teacher is from an older generation, and it was probably the first time she learned about my identity as a gay person. To my surprise, she listened attentively throughout, smiling all the while. She even shared additional knowledge on respectful translations related to sexual minorities and encouraged other classmates in the class to practice anti-discrimination."
In Blued, Cheng's profile picture is a personal photo of himself, which is considered "relatively rare" on the app. It was taken during an activity he joined in his freshman year, commemorating International Day Against Homophobia. In the photo, he stood alongside his friends, their faces adorned with prideful rainbows.
Shedding "AIDS Blued"
Blued boasts a considerable user stickiness, with the average daily usage time of active users surpassing 60 minutes in 2019. However, for some individuals, Blued's dominance in the male same-sex social market makes it more like "a choice without choice."
Before getting to know Cheng, Xiaohuang had grown disgusted with this app more than once, even uninstalling it. "What I can't tolerate the most is when some people immediately send explicit photos of their lower body; it's highly offensive to me," he remarked.
Within the app, many users change their bios to "yp," an abbreviation of "约炮" (casual hookups) in Pinyin, to avoid being censored. According to the National Survey of Family Growth conducted by the U.S. Centers for Disease Control and Prevention, the average number of sexual partners among same-sex individuals is significantly higher than that among heterosexual individuals. As Blued serves as a platform for "finding like-minded individuals," it naturally becomes a place to seek casual encounters and fulfill sexual desires. Based on Xiaohuang's understanding, about half of the people who initiate conversations with him on the app would immediately bring up topics related to genitals and sexual intercourse.
"This is only the situation at Shanghai International Studies University and Songjiang University Town. I'm not sure about other places in society, but I suspect it's even more serious," he expressed.
Ultimately, Xiaohuang decided to explicitly state "no hookups" in his profile, which immediately brought silence to his message page.
The proportion of people in each group who had 10 or more sexual partners.
(source: National Survey of Family Growth, US Centers for Disease Control and Prevention)
(From left to right are straight men, gay men, bisexual men,
straight women, lesbian women, bisexual women)
In the context of sexual freedom, the rationality of hookups is difficult to justify. However, concerning the subsequent spread of phenomena like the HIV/AIDS virus and teenage "hookup" culture, Blued has long been criticized for its inadequate handling of these issues. In January 2019, Caixin Weekly published a cover story pointing out that Blued was increasingly becoming a new channel for HIV/AIDS transmission, with Blued's inaction being a significant contributing factor. Blued's lax age verification process allowed many underage individuals to mingle within the app.
Under public pressure, Blued announced a one-week suspension for rectification. The relaunch of Blued introduced stricter age verification and HIV prevention mechanisms. However, when it comes to individuals seeking casual encounters, Blued still lacks the power to interfere or enforce disease control measures.
Unlike Xiaohuang and Cheng's rejection, Wen, a senior at Shanghai International Studies University, only uses Blued for purely physical encounters without emotional involvement. However, he has one major rule: only hook up with college students.
"The main consideration is that the outside world is too complicated and unreliable. University is relatively purer," Wen explained. Nevertheless, he takes precautions, uses protection every time, and regularly gets tested, exercising utmost caution.
Wenhui Road at Songjiang University Town
University Town and sharing awkward encounters and terrible "hookups." He didn't consider hookups to be a dirty thing: "It's about acknowledging your sexual needs, expressing and satisfying your desires in a normal way. The platform's responsibility is to promote HIV prevention. We're adults, and everyone must take responsibility for their own actions."
Now, when you open Blued, prominent elements like the red ribbon and HIV prevention messages are displayed on the nearby user interface, and the personal profile includes quick access to relevant hospitals and disease control centers. When key phrases like "hookup" are mentioned in conversations, the system automatically prompts with risk warnings like "stay safe."
This platform, which gathers over 40 million gay men, is continuously making efforts to break free from the notorious reputation of "AIDS Blued."
Where is
True Love?
Blued founder, Geng Le, once mentioned that sex should not be the primary function of a product to satisfy users. He stated, "If a product is only focused on helping users find sexual partners or engage in casual hookups, then there must be something wrong with that product." While Blued works to regulate casual hookups, it also explores other avenues.
During the live streaming boom in 2016, Geng Le attempted to integrate live streaming into Blued, and within just one month, the platform became profitable. Membership services became another major avenue for the app to monetize its offerings. In the first quarter of 2019, the revenue from membership services reached 3.06 million yuan, and in the first quarter of 2020, it skyrocketed to an astonishing 15.013 million yuan, marking a remarkable growth rate of 390.6%.
Although Blued has yet to achieve profitability, its losses have significantly narrowed. In the first quarter of 2020, the company's adjusted net loss further reduced to 7.6 million yuan, with a net loss rate of only 3.7%.
After going public in the United States, media coverage of Blued has surged. "Pink economy" has become a frequent topic in headlines across major news platforms, along with the entire LGBTQ+ social circle. Slowly shedding the marginalized label of sexual minorities, this capital-backed movement is increasingly becoming the center of public discourse and discussion.
Blued International has been downloaded more than 10 million times on Google Play
While Blued continues to make waves, little did Xiaohuang and Cheng know about it. Wrapped in the cloak of wealth and attention, they still hold onto their initial fantasy about Blued: that even if they hide in the closet, they can find their significant other and experience a wonderful love, just like heterosexuals.
For them, the question remains: where does true love lie? How genuine can love be within the realm of Blued? After half a semester of dating, Xiaohuang and Cheng peacefully parted ways. Xiaohuang remains single to this day, while Cheng downloaded Blued again and started dating a new boyfriend. However, the disappointing outcome of their relationship greatly shattered his inner world.
"For people like us, it's difficult to develop romantic relationships with friends or acquaintances in real life. Many people are still 'in the closet' in real life, so it heavily relies on 'serendipity'—testing the waters, opening up to each other, being honest, cultivating emotions, and developing mutual affection," Cheng said. "Therefore, relying on Blued to initiate relationships often leads to rushed romances, where in many cases, we don't truly understand each other. At least, that's how it feels to me."
Cheng mentioned that after meeting a few times, his new boyfriend started to become distant and unresponsive. At its worst, there would be an entire day without a single message, only to receive a brief message before bedtime saying, "I've been too busy today, sorry, I need to rest."
"Maybe he's a jerk, or perhaps he was just looking for a quick fling," Cheng speculated. After this experience, Cheng never opened Blued again and had no plans for another romantic endeavor.
Wen, who has been navigating the challenges of life at SISU for three years, never held expectations for love. However, he mentioned a senior student who has been in a relationship with his current boyfriend for several years, and they have a great bond. They initially connected on Zhihu, a question-and-answer platform, under the question "How do gay people find partners?" They discovered that both of them were from the same university campus in Songjiang and added each other on WeChat.
"You see, these are the kind of things that happen by chance and can't be forced. It's not just about Blued; you can even find a partner on Zhihu. It truly depends on fate," he chuckled.
The Legislative Yuan of Taiwan approved the same-sex marriage bill
in its third and final reading on May 17, 2019.
For them, "Blued" is more of a hunting ground. Behind the strong user stickiness, interests and shame overshadow acceptance. They won't cheer for "going mainstream" like Bilibili users, another niche cultural community. Going public, gaining attention, and moving from the margins to the center only build higher walls in their hearts.
Escaping and hiding remain their norm. Just like them, Blued, with its millions of users, constantly treads on a tightrope. Due to the sensitivity of LGBTQ+ topics in China, Blued faces intangible constraints when it comes to advertising and promotion on major platforms. Every policy adjustment touches the nerves of the company's top management.
Founder Geng Le once said in an interview, "If the country says no to homosexuality and no to companies supporting homosexuality, then we can only transform."
"To be honest, we are not 'proud,' we are 'struggling,'" Xiaohuang shared a rainbow photo on this year's International Day Against Homophobia. In the caption, he wrote, "There will come a day when we will truly come out of the closet and run in the sunlight."
