Welcome to Francis Academic Press

Frontiers in Art Research, 2021, 3(4); doi: 10.25236/FAR.2021.030404.

Reflections and revelations on the success model of the Chinese New Year movie "Hi, mom" under the trend of Chinese melodrama


Sun Yulu

Corresponding Author:
Sun Yulu

Department of Theatre, Film Television and Interactive Media, University of York, York, UK


This paper analyses the intrinsic reasons for the box office success of the Chinese Spring Festival Film Hi Mom in the context of traditional Chinese values of filial piety and the extrinsic reasons for the film's success in the context of the AISAS marketing concept. A profound interpretation of traditional Chinese culture allows for an understanding of the prevailing social values in China. In contrast, the complex combination of the AISAS marketing concept allows for objective identification of the role and value of the Chinese online media in the dissemination and commercialization of the Chinese film and television market. This paper will provide an objective and rational analysis of the nature of the film's success at the box office to provide basic ideas and directions for the design and marketing of future films in the Chinese market.


Chinese Film, AISAS Marketing Concept, Chinese Tradition Value

Cite This Paper

Sun Yulu. Reflections and revelations on the success model of the Chinese New Year movie "Hi, mom" under the trend of Chinese melodrama. Frontiers in Art Research (2021) Vol. 3, Issue 4: 20-24. https://doi.org/10.25236/FAR.2021.030404.


[1] Anonym. (2021, February 15). What is “Hi, mom” based on? Tellerreport.com; Teller Report. https://www.tellerreport.com/life/2021-02-15-%0A---what-is-%22hello--li-huanying%22-based-on-%0A--.BkVf_-udZu.html.

[2] Cheng, W. Y., Cheung, R. Y., & Chung, K. K. H. (2021). ‘Understanding adolescents’ perceived social responsibility: The role of family cohesion, interdependent self-construal, and social trust’, Journal of Adolescence, 89, 55-62.

[3] Chinosity. (2021, March 20). “Hi Mom!” A Movie Celebrating the Most Important Women in Our Lives. Chinosity. https://www.chinosity.com/2021/03/20/hi-mom-a-movie-celebrating-the-most-important-women-in-our-lives/

[4] EqualOcean. (2021). “Hi, mom” hits 5 billion yuan in 23 days. EqualOcean. https://equalocean.com/briefing/20210306230029739

[5] Fast Technology. (2020). National Film Bureau: the number of screens in 2020 exceeded 80,000. Fast Technology. https://news.mydrivers.com/1/607/607631.htm.

[6] Lee, S. A., Lee, M., & Jeong, M. (2021). ‘The role of virtual reality on information sharing and seeking behaviors’, Journal of Hospitality and Tourism Management, 46, 215-223.

[7] Li Qing. (2021). Light and Shade. Beijing Review (09),46-47. doi:CNKI:SUN:BJZB.0.2021-09-019.

[8]Humaira, N. (2021). ‘ISAS (Attention, Interest, Search, Action, Share) Model of Cosmetics Marketing Communication on Online Beauty Forum (Case-Study: Avoskin Marketing on Sociolla)’, MEDIALOG: Jurnal Ilmu Komunikasi, 4(1), 186-200.

[9] Kawamura, Y. (2021). ‘An Analysis of Cognitive Elements and Effects of Video Commercials: Toward Effective Indexing and Video Production’, In Bridging the Gap Between AI, Cognitive Science, and Narratology With Narrative Generation (pp. 283-309). IGI Global.

[10] Kuipers, R. (2021, April 5). “Hi, Mom” Review: Tears Flow in Appealing Chinese Time-Travel Dramedy. Variety; Variety. https://variety.com/2021/film/reviews/hi-mom-review-ni-hao-li-huan-ying-1234943023/.

[11] Qingdao Pictorial (2021). ‘The Potential and Possibilities of Domestic Films--From "Hi, mom" exceeding 5 billion at the box office’, Qingdao Pictorial (04), 91-92+90. doi:CNKI:SUN:QDHU.0.2021-04-030.

[12] Van, V. H., & Long, N. T. (2021). ‘Human View in the Ancestor Worship Belief of Chinese in Ho Chi Minh City’, International Journal of Management (IJM), 12(3).

[13] YQQLM. (2021, February 14). “After watching ‘Hi, mom’, I want to call my mother and say….”. Yqqlm.https://www.yqqlm.com/2021/02/after-watching-hello-li-huanying-i-want-to-call-my-mother-and-say/.

[14] Zhang, H., & Mace, R. (2021). ‘Cultural extinction in evolutionary perspective’, Evolutionary Human Sciences, 1-30.

[15] 6Park NewsDesk. (2021, March 7). “Special Success” of “Hi, mom” at the second box office in film history | Spring Festival File | Shadow | Jia Ling_Sina Technology_Sina.com. 6Park News En. https://6park.news/en/special-success-of-hello-li-huanying-at-the-second-box-office-in-film-history-spring-festival-file-shadow-jia-ling_sina-technology_sina-com.html.