Key Points:
1. A mural showing Lu Xun smoking at his memorial was reported by a visitor, sparking national backlash.
2. The complainant was later revealed to be a nicotine pouch promoter, drawing public criticism.
3. The incident unexpectedly brought nicotine pouches into mainstream Chinese discourse—though in a highly negative light.
4. Alan Zhao warns: public perception will shape future legalization efforts, and a product’s first appearance in China carries lasting impact.
2Firsts, August 27, 2025, Shenzhen- A public uproar centered around a mural of literary icon Lu Xun has unexpectedly propelled nicotine pouches—a niche tobacco product largely unknown to the Chinese public—into the national spotlight.
The incident began when a visitor to the Lu Xun Memorial in Shaoxing, Zhejiang, filed a complaint about a wall painting that depicted Lu Xun holding a cigarette. The visitor argued that such imagery set a poor example for minors. But public sentiment quickly turned: internet users discovered that the complainant had actively promoted nicotine pouches on social media, with content that allegedly included purchasing guidance and appeals to student users.
What began as a “tobacco control” complaint came to be viewed by many as a veiled marketing ploy. As a result, the term “nicotine pouch”—virtually unknown in Chinese public discourse—shot up in online search rankings overnight.
Why Lu Xun Is Untouchable
To understand the scale of the controversy, one must understand Lu Xun’s status in Chinese cultural consciousness.
According to Baidu Baike, Lu Xun (1881–1936) is widely considered the father of modern Chinese literature. Revered for his sharp critiques of society and unwavering moral compass, his works are required reading in Chinese schools, and he is regarded as a symbol of national conscience. For many, Lu Xun is more than a writer—he is a moral anchor for the intellectual class.
As such, any perceived offense against his image often triggers emotional backlash. In this case, public opinion held that smoking was a historically accurate aspect of Lu Xun’s life and should not be censored. The revelation of the complainant’s commercial motives only intensified public outrage.
Nicotine Pouches Make a Debut—But Not a Welcome One
On the social media platform Douyin, the related topic entered the trending section, attracting 2.7 million viewers.
One of the unintended consequences of the controversy was the emergence of “nicotine pouches” into public discourse. Yet the product’s debut was far from positive.
“This was an unexpected and complicated entry into the public eye,” said Alan Zhao, co-founder and CEO of 2Firsts. “On one hand, it introduced nicotine pouches to many people for the first time. On the other, the context—accusations of self-promotion and leveraging a cultural figure’s fame—could create a long-lasting negative impression.”
Zhao emphasized the crucial role of public perception in the path to regulatory acceptance. “If a product is initially perceived by mainstream society as negative or unethical, even if it later enters a legalization process, it may still face considerable headwinds.”
He added, “CBD offers a comparable case. Although China has approved limited CBD production, consumer sales remain strictly prohibited. This is largely due to the deep-rooted cultural sensitivity and historical stigma surrounding ‘drug-like’ substances. China’s education system fosters a strong ‘anti-drug shame culture,’ shaped in part by historical trauma—namely, the Opium Wars, which opened the country to foreign control through addiction.”
The Media’s Unintended Influence
Interestingly, many netizens cited a U.S. news item earlier this year—reporting that the FDA had authorized the marketing of ZYN nicotine pouches—as their first exposure to the product. That report, originally published by 2Firsts, was widely shared and republished in China.
This episode has unexpectedly placed 2Firsts—a media company specializing in next-generation tobacco and harm reduction science—at the center of public attention. Zhao commented, “We’ve always focused on producing the most accurate and forward-looking industry coverage, but this event reminded us that in the age of viral information, professional media content can reach far beyond its intended audience.”
Final Thoughts
What began as a complaint over a historical mural morphed into a full-blown controversy, catalyzing the public debut of an entirely new category of tobacco product. The “Lu Xun nicotine pouch incident” exemplifies how cultural identity, commercial interests, regulatory ambiguity, and social media outrage converge in contemporary Chinese discourse.
For global stakeholders in the nicotine and tobacco harm reduction industries, the episode serves as a cautionary tale: a product’s first impression in the Chinese market can have lasting consequences. In a country where cultural symbolism and public sentiment matter immensely, no rollout should be taken lightly.
Cover Image: Mural outside the Lu Xun Memorial Hall | Source: Qianjiang Evening News
