ETYMOLOGY

The evolution of Taobao Style mirrors how China's e-commerce boom reshaped digital communication. Around 2009, Taobao sellers developed this saccharine lingo to stand out in competitive markets. The quintessential opener 『亲』(qīn, 『dear』) – actually borrowed from Taiwanese Minnan dialect's abbreviation for 『close friend』 – became their linguistic weapon:

『Dear~ Last 3 hours for this deal~ ❤』『We'll prioritize your delivery, dear~』

This synthetic warmth went viral. The pivotal moment came in 2011 when Nanjing police tweeted anti-crime advice in Taobao Style:

『Call 110 if kidnapped, dear~ 24/7 service with free delivery~』

This absurd mashup of official messaging and commercial cheer amassed 100k+ shares overnight. Netizens began parodying it everywhere: professors grading papers (『Rewrite needed, dear~』), students writing sick notes (『Approve my leave, pretty please?~』), even resignation letters (『Boss dear, this 『shop assistant』 wants to quit and farm~』).

Linguists note three drivers behind this phenomenon:

Satire of commercialized faux intimacyYouthful rebellion against formality『亲』's efficiency vs traditional titles (Mr./Ms.)While original Taobao Style has faded from actual customer service, its parodic legacy thrives in memes and social banter – a testament to how digital marketplaces can reshape language.