Specially made, short-format reality shows are serving up staple mealtime companionship, Xing Wen reports.

Cross-talk performer Guo Qilin (middle) joins the hosts as a guest in the new season of the show, Mao Xue Woof. (PHOTO PROVIDED TO CHINA DAILY)

Pickled vegetables, which add a unique tangy and savory flavor to dishes, are often used as a condiment or ingredient in Chinese cuisine. In recent years, the online phrase, "digital pickled vegetables", has been widely used by young people to describe the videos they often watch during mealtime. Generally, the content of such videos is geared toward everyday life and doesn't require much cognitive effort, making it easy to watch and enjoy.

Their relaxed style and pacing, and lack of gimmicks or dramatic conflicts, may help stimulate appetite, provides psychological comfort, and offers entertainment and relaxation.

For many viewers, especially those urban dwellers who live alone, such "digital pickled vegetables" can be consumed as a form of companionship during meals.

To echo this trend, many video producers have started creating entertaining programs that exhibit the aforementioned traits and have a duration comparable to the average time it takes to finish a meal.

Among them, Tencent Video, early in 2021, introduced a new concept of entertainment shows called Xiao Xian Zong, which roughly translates to "small-scale and lively reality shows".

Pop idol Wang Yuan (middle) on the reality show Mao Xue Woof last year. (PHOTO PROVIDED TO CHINA DAILY)

With a relatively low production cost and flexible format, these shows offer a sense of companionship and connection to the audience, particularly to young people living fast-paced lifestyles in cities who may feel a lack of belonging.

And they would often be watched while people are eating or taking a break from their daily routines. The reality show, Mao Xue Woof, is the platform's first attempt at producing this genre.

Most reality shows are filmed in specially built studios, but Mao Xue Woof breaks from this convention by being set in a regular apartment located in a residential area in Beijing's Chaoyang district.

Singer Mao Buyi, entertainer Li Xueqin, and their pug share this living space, hosting friends and engaging in casual conversations about personal experiences and relevant topics that young people are concerned about.

"Mao and Li are genuine friends," says Zhao Jianzhong, the show's producer. "That helps to create a certain atmosphere in which more natural and spontaneous conversations are more likely to occur. The unscripted show then evinces authenticity."

Singer-songwriter Mao Buyi (left) and entertainer Li Xueqin, both from Northeast China, are good friends and co-host the reality show. (PHOTO PROVIDED TO CHINA DAILY)

The two hosts are originally from Northeast China and have a strong personal connection.

Li would often visit Mao's place, and the two would sit on the sofa for hours, talking about various topics, sharing each other's worries and finding solutions to problems together.

"Their real life bond inspired us to make the show," says Zhao.

So far, it has garnered a score of 7.3 out of 10 on the review site Douban.

"The show offers a glimpse into the everyday lives of young celebrities, revealing that they too experience struggles, emotional problems, and other challenges that are common to ordinary people," comments one Douban user. "It reminds me that no one is exempt from the physical and mental challenges we face in life, regardless of fame or wealth. This realization gives me solace when I am dealing with similar stresses and afflictions."

According to Zhao, the show has now achieved a total number of views and unique visitors comparable to that of a feature-length video program.

He suggests that producing several shows of a similar genre and quality could serve as a critical foundation for retaining active users on Tencent's video-sharing platform.

Stand-up comedians Yang Meng'en (second from left) and Yang Li (third from left) have been invited to talk with the show's two hosts, Mao and Li, who foster a relaxing atmosphere. (PHOTO PROVIDED TO CHINA DAILY)

The show's newest season aired recently, with each of its episodes, normally around 30 minutes long, being released once a week throughout the year.

"We plan to provide a long-term companion to our viewers," says Zhao.

The guests in the upcoming season include cross-talk performer Guo Qilin, actresses Zhou Yutong and Sun Yi, as well as stand-up comedians Hu Lan and Xu Zhisheng.

Qiu Yue, the deputy chief of Tencent's online video production department, predicts that reality shows based on genuine relationships among celebrities, and highly related to everyday life, will be a forthcoming trend in Asia's reality show production industry.

"Rather than making guest appearances on popular large-scale reality shows, celebrities are more inclined to star in smaller-scale shows with their actual friends in a more relaxed setting," she explains.

They plan to create additional small-scale, vibrant reality shows that center on four areas, namely, socializing, relationships, fashion trends and sports. This is expected to enable the platform to better engage with a wider group of young viewers.

Contact the writer at xingwen@chinadaily.com.cn