In June, the topic"Guangzhou Subway's Embrace of Personal Ads." trended online. Personal messages for job hunting, matchmaking, and birthday wishes have appeared on Guangzhou's subway advertising screens, standing out amid the usual commercial advertisements.

On April 13th, a lightbox ad at the B1 entrance of Zhujiang New Town Station caught the attention of many people. With a headline reading "Job hunting and love seeking are both tough gigs," which was none other than Xiang Yaohan's personal resume. It seems Xiang might be a pioneer in leveraging the subway's advertising space for self-promotion.

Since January 2024, Guangzhou's subway system has opened its doors to individual advertisers. According to a WeChat mini-program developed by Guangzhou Metro Media and Guangzhou Metro Resources Operation and Development Co., it now offers both electronic screens and lightboxes as platforms for personal expression. Upon learning about this innovative service, the 27-year-old Xiang seized the opportunity to make a splash with his resume.

The day his advertisement went live, Xiang couldn't resist the urge to witness it firsthand at Zhujiang New Town Station. "The ad was in a great spot, right after I exited the turnstile my heart raced, and my breath hitched. It was a bit awkward, but I soon got over it," he shared.

Xiang observed curious onlookers pausing to read and even photograph his resume. His WeChat account was flooded with friend requests, tallying over 400 new connections, including representatives from more than 50 enterprises—some of which he had previously applied to without a response. This brave move of showcasing his resume in a bustling subway hub has indeed paid off in unexpected ways.

Besides resumes, Guangzhou Subway's personal ad service supports a variety of content, including birthday blessings, festive celebrations, family interactions, pet showcases, and celebrity fan messages, all subject to national advertising regulations and the subway authority's stringent review processes. Xiang's subway resume ad has not only gained popularity but has also piqued public interest in this novel advertising avenue.

On June 10th, 31-year-old Li Linyu surprised her husband with a birthday blessing ad at Yantang Station. She "tricked" him into the station only to reveal a heartwarming message: "Darling, happy birthday. Through all the rivers and mountains, I'll be with you." Recounting the moment, Li said, "He was thrilled but instinctively wanted to run away, and I couldn't help but laugh."

For Li, this public display of affection wasn't just about the surprise; it was about embracing life's fleeting moments with open arms. "We live but a brief moment on this earth, and it's a beautiful thing to express ourselves and our feelings openly."

During the "May Day" holiday, another eye-catching ad at Zhujiang New Town Station titled "Post-2000s Looking for a Soulmate" grabbed attention, complete with a handsome photo of Li Jiayu and personal details like zodiac sign, hobbies, skills, and MBTI personality type.

Following the ad's publication, Li Jiayu was inundated with two to three hundred friend requests. Among these new connections were individuals who resonated with the image he had envisioned for his "soulmate," and others who became friends, maintaining contact even after the ad's run ended. For Li Jiayu, whether he finds his "soulmate" has become less important after the ad's removal.

As more personal ads—ranging from humorous to heartwarming—pop up on Guangzhou's subway lightboxes, they're not just ads; they're stories. They reflect Guangzhou's embrace of individuality and diversity, and its down-to-earth charm, contributing to its unique "relaxed vibe".

Source :Yangcheng Evening News

在广州地铁“兜售”自己的年轻人

6月，话题“广州地铁允许个人投放后”上了热搜。求职、相亲、生日祝福等个人内容跃上广州地铁广告屏，在千篇一律的商业广告中分外亮眼。

4月13日，地铁珠江新城站B1口的灯箱广告更新。“大家找工作和找对象都不容易”，醒目又俏皮的标题吸引众多人驻足，具体内容则是向瑶函的个人简历。在广州地铁广告上投放个人简历，向瑶函或许是第一人。

今年1月起，广州地铁正式上线个人广告业务，据官方相关小程序公布，目前可投放个人广告的媒体包括电子屏媒体和灯箱媒体。关注到广州地铁新业务后，27岁的向瑶函就萌发了借由地铁广告宣传自己的念头。

广告正式上线那天，向瑶函特意跑到珠江新城站，“广告刊登的位置很好，我出了闸机就能看到，整个人一下子感觉心跳加速，呼吸急促，一开始有点‘社死’，后面才慢慢平复下来。”

向瑶函看到很多人在他的简历灯箱前停留并拍照分享，与此同时，他的微信不断收到好友申请。广告刊登后，有400多人想要联系上他，其中包含50多家企业，有几家是他曾经投递过简历却没有得到过回应的。将简历放在人来人往的地铁口，新颖的想法和勇敢的实践给他带来了更多的机会。

据了解，除了投放个人简历，广州地铁个人广告还支持投放生日祝福、节日纪念、亲子互动、宠物、明星应援等类型，内容均需符合国家广告法的相关规定，地铁方也会根据要求进行严格审核。随着向瑶函和他的地铁简历广告登上热搜，越来越多的人关注到广州地铁这项新业务。

6月10日，31岁的李林雨精心设计的生日应援广告牌在燕塘站上线。她将应援对象——自己的丈夫“骗”到了地铁站，想让他看到那句祝福语：准哥，生日快乐，与你走过万水千山。李林雨说道，“那么多人看着，他心里很开心，但本能地想跑，我当时都笑出眼泪了。”

李林雨很喜欢这种“仪式感”，“我们短暂地活在世界上，大方地去展示自己、大方地说出自己的感情，是一件挺美好的事情。”

今年“五一”假期，“00后寻找灵魂伴侣”，醒目的标题再搭配帅气的个人照，李嘉宇在珠江新城地铁站这则广告十分吸睛。他精心挑选合适的个人信息放出，包括自己的星座、爱好、特长，甚至是MBTI类型，以此来吸引同频的人。

广告刊登后，有两三百人向李嘉宇发来好友申请，其中也有人符合他心目中想要的样子，另有一些人与之成为好友，一直保持着联系。广告撤下来后，对于李嘉宇来说，能否真正找到“灵魂伴侣”已经不重要了。

现在，越来越多条或诙谐搞怪或温馨甜蜜的个人广告出现在了广州地铁的灯箱上，通过地铁这一流动的空间，交汇构建出短暂却温馨的情感交流场。展现了广州对于个性、多元文化的包容，足够接地气、充满人情味，构成了这座城市独有的“松弛感”。

文 | 羊城晚报记者 谢小婉
图 | 受访者提供
译 | 史洋溢