The Business of Being a 'White Monkey': How Foreigners Are Used for Marketing in China

In China, a unique and often hidden industry has grown around the use of foreigners to help local businesses look more successful. These individuals are often called 'white monkeys,' or baihouzi in Chinese. They are hired to perform various roles, from pretending to be a company’s foreign CEO to simply sitting in a restaurant to make it appear popular. According to The Guardian Business, this practice is used to give companies a sense of prestige and to show that their products are globally respected.

The Guardian Business reports that the phenomenon is deeply connected to the concept of mianzi, or 'face.' In Chinese society, having 'face' means earning and giving respect. By showing that a business is connected to the outside world, owners believe they can gain an edge over other local companies. For example, a restaurant owner might seat a foreigner in a visible spot to attract more customers, assuming that locals will think the food must be good if a foreigner is eating there.

This industry operates in a legal grey area, meaning it is not strictly controlled by the government. Jobs are often found on social media apps like WeChat, where recruiters post specific requests. While the term 'white monkey' might suggest only white people are hired, recruiters actually look for anyone who appears 'non-Chinese.' Requests can be very specific, such as needing a person from a certain country to appear in a television advertisement or a video for social media. The Guardian Business noted that while China has strict laws regarding equality in the workplace, these informal, word-of-mouth requests are very difficult for authorities to police.

For many foreigners living in China, these jobs offer a way to earn extra money. One individual, known as Piers, shared his experience with The Guardian Business. He first encountered this practice in 2009 when he was asked to sit in a restaurant in Suzhou. Later, as a university student in Shanghai, he participated in a television talent show. He and other students were told to act as an 'international judging panel.' They were sorted by their country of origin and asked to watch performances and give out prizes. Piers noted that the work paid well for a student at the time, and it provided a chance to appear on television.

The roles that these individuals play can be quite varied. Some act as models for products, while others are hired as 'seat warmers' in nightclubs to make the venues look busy and exciting. In the education sector, some language centers hire foreigners to act as teachers. The goal is to make parents feel that their children are learning from native speakers, even if the foreigner is not actually a qualified teacher. In these cases, the business is prioritizing the appearance of quality over actual professional experience.

This trend shows how some businesses use the 'foreign look' as a marketing tool. By hiring people who look different from the local population, companies hope to suggest that they are part of a global market. Even though the practice is performative, it remains a common way for some businesses to try and build trust with their customers. Because the industry relies on informal connections rather than official contracts, it is likely to continue as long as businesses believe that having a foreign presence helps them succeed.

Ultimately, the 'white monkey' industry highlights a strange intersection between marketing and social perception. While it provides income for some foreigners, it also raises questions about the honesty of the businesses involved. As long as the concept of 'face' remains important in the local market, companies will likely continue to use these methods to stand out from their competitors. For now, the practice remains a quiet but significant part of the business landscape in many Chinese cities.