Why Are Shenzhen’s Streets Filled with This Mysterious Yellow Creature? — The City of Hustle Has Found Its Own ‘Crazy LinaBell’

The Ambitious Dragon of Shenzhen

Not long ago, Shenzhen celebrated the 45th anniversary of its Special Economic Zone with an extravagant drone show featuring ten thousand flying lights painting the skyline. Amid familiar landmarks and tributes to corporate sponsors, one mysterious yellow figure left audiences puzzled. Some thought it was a robot picking lychees; others guessed Apple had funded a new mascot. The confusion resembled the chaos of fans at an airport asking, “Wait—who is that?” Only when the drone formation zoomed out did the truth emerge: it was Nai Long, a chubby yellow creature from the animated series Genesis. And, as it turns out, Nai Long is a local—created by Shenzhen-based studio The Seventh Impression, founded in 2017. Naturally, the internet erupted in celebration: “Happy 45th birthday to Shenzhen’s very own dragon!”

Shenzhen, the City of the Milk Dragon

The era of “dragons everywhere” arguably began in Shenzhen. Since moving its headquarters to Qianhai late last year, Nai Long has become inseparable from the city’s visual identity—if you see yellow, Nai Long isn’t far behind. Even during Lunar New Year, the plump dragon dons festive red outfits to join the celebration. Shenzhen has, quite literally, built a “Milk Dragon Economic Zone.” Two years ago, Nai Long kicked off its first national tour in Guangming District’s Daqianli Mall, and the phenomenon exploded. From a giant Eiffel Tower pop-up (in Shenzhen, not Paris), to a cameo at Gold Shovel’s anniversary party, to AI-powered exhibits at the Science and Technology Museum, Nai Long was everywhere. At Sam’s Club, a 1.5-meter Nai Long plush priced at ¥999 became the latest “it” accessory among Hong Kong visitors. The frenzy peaked at Qianhai Stone Park, where a massive Nai Long balloon became a viral backdrop for selfies and drone shots. Parents, couples, and tourists alike flocked to capture the mascot from every angle, while nearby vendors seized the moment, selling unofficial Nai Long merchandise faster than the real one could blink. Soon, Nai Long wasn’t just a meme—it was a movement. The dragon started “studying” with school kids in mini uniforms, “graduating” from university in full academic regalia, and starring in viral parodies that made fans joke, “When did our dragon get into a 985 university?” Shenzhen’s skyline now falls into two categories: places that already have Nai Long, and those that soon will. Some may wonder why locals line up under the scorching sun just to snap photos of a balloon, but for many, this is culture. And Shenzhen, ever the ambitious city, is determined to turn culture into capital. The dragon’s reach now extends far beyond the Bay Area—from Hangzhou’s subway trains and Guangzhou’s animated metro screens to Chengdu’s collectible transport cards and Suzhou’s first-ever Nai Long theme park. Even Harbin is building a Northern-style family zone dedicated to the dragon. Behind all the cuteness lies pure Shenzhen-style ambition. To date, Nai Long has partnered with over 200 brands including Meituan, BYD, Adidas, and Chow Tai Fook, with more than 2,000 licensed products spanning food, fashion, beauty, cars, and gaming. What began as a meme has evolved into a full-fledged Nai Long industrial ecosystem. Little wonder that Shenzhen embraces this character so fiercely—Nai Long’s relentless drive and commercial instinct mirror the city’s own entrepreneurial DNA.

From Meme to Mainstream—How the “Shenzhen Dragon” Conquered the Internet

Every viral IP has its own path to fame. Some rely on storytelling, others on massive investment—and then there are those that simply hit the right nerve online. Nai Long belongs to the latter. Born on Douyin in 2020, its earliest videos were just 10-second clips of a sleepy yellow creature dancing to pop beats. It didn’t even talk, yet the comments section was already buzzing: “Make it into a show!” “Where can I buy a plushie?” As the dragon’s popularity soared, so did controversy. Critics dismissed it as “lowbrow humor” and accused its exaggerated expressions of being inappropriate for children. The catchphrase “I’m Nai Long!” became an internet earworm, spreading everywhere from classrooms to office chats. Soon, remixes and parodies flooded the web. From Ultraman vs. Nai Long fan edits to “dragonfied” memes, the mascot became a universal template for absurd humor. Even official tourism boards borrowed its charm for their campaigns. The craze didn’t stop at China’s borders. On global TikTok, Nai Long’s GIFs and edits trended under tags like that one GF sticker and Gucci Bucket Hat. The dragon went from meme to mascot of Gen Z internet culture, even making cameos in work chats on Microsoft Teams. The numbers are staggering: 3.5 billion views across TikTok and YouTube, over 500,000 sticker downloads on WhatsApp, and celebrity shoutouts from Duolingo, Tate McRae, and even FC Barcelona players greeting fans with “Happy New Year from Nai Long!” For the digital generation, being “abstract” is the new cool—and Nai Long is the undisputed king of absurd charm.

The Ambitious Dragon’s Next Chapter

If the story ended here, Nai Long might have faded under parental complaints or meme fatigue. But the team behind it had bigger dreams. Enter “Nai Long 2.0”—a complete redesign with brighter colors, gentler eyes, and more refined storytelling. The focus shifted from random memes to meaningful, family-friendly content: animated series, comics, audiobooks, and even a feature film now in production. It’s a smart pivot that evokes another Shenzhen-born IP—Boonie Bears. Once a slapstick cartoon about a grumpy lumberjack, it’s now a staple of China’s Lunar New Year box office for over a decade. The creators of Nai Long seem to be following a similar path: from viral meme to cultural mainstay. They’ve embraced fan culture, inviting Bilibili creators to visit their studio and actively engaging in online discussions—a rare show of humility in China’s IP world. The journey is pure Shenzhen spirit: seven or eight young animators squeezed into a 20-square-meter office, grinding on outsourced animation work until they decided, “Let’s make something of our own.” Five years later, their creation isn’t just a hit—it’s a business empire. In March, The Seventh Impression announced a joint venture with Massim Creative, known for building attractions for Disney, Universal Studios, and Hong Kong Ocean Park, signaling its next big leap into real-world entertainment. Whether Nai Long can become “China’s next Disney” remains to be seen. But one thing is clear: the dragon born from Shenzhen’s hustle and humor has already taken flight—and it’s aiming for the stars.