The sudden surge in sales of a voice-enabled plush toy featuring the late education influencer Zhang Xuefeng has ignited a fierce debate across Chinese social media. Within a short period, over 30,000 units of the 'Gaozong'—a punny mascot representing academic success—were sold, featuring a recording of Zhang’s characteristic encouragement. The phenomenon highlights the enduring influence of a man who became a lightning rod for China’s discussions on social mobility and academic pragmatism.
Critics have been quick to accuse Zhang’s company, Fengxue Weilai, of 'consuming the dead' and exploiting a tragedy for commercial gain. This sentiment, often referred to in China as 'eating human blood bread,' suggests that the company is leveraging the mourning period to offload inventory. However, the company has pushed back, clarifying that the plush toy was a staple product long before Zhang’s passing and was not a cynical commemorative release.
For many parents and students, the purchase is less about the physical toy and more about the psychological comfort it provides. In a culture where the National College Entrance Examination, or Gaokao, determines one's life trajectory, Zhang’s voice offers a unique form of spiritual support. By pressing the toy to hear a familiar 'You will definitely pass,' students find a sense of mentorship that remains potent even after the mentor is gone.
Zhang Xuefeng’s rise to fame was built on his brutally honest, if sometimes controversial, advice to students from humble backgrounds. He positioned himself as a realist in a system that many feel is increasingly rigged against the poor, advising on high-return majors and career paths. The massive sales volume of his voice-cloned merchandise serves as a barometer for the sheer scale of academic anxiety currently gripping the Chinese middle class.
The controversy ultimately reflects a deeper tension between commercial ethics and the commodification of hope. While some see the continued sale of his likeness as a violation of the sanctity of death, others view it as a necessary preservation of a legacy that empowered millions. This clash of perspectives reveals how deeply Zhang’s persona was intertwined with the aspirations and anxieties of a generation navigating an 'involuted' education market.