(Wuhan, May 5) A small bird-shaped toy that "speaks" Wuhan dialect has become a new cultural icon of Wuhan. Named "Garlic Bird," the toy resembles a garlic bulb, and when squeezed, it says in the Wuhan dialect: "Forget it, forget it, it's tough for everyone."
"'Garlic Bird' has sold over 100,000 units since its debut in September 2024, even reaching Canada and the United States," said its designer, Li Mango, in a recent interview with China News Service.
Originally from Dalian, Li Mango started her business in Wuhan. "Wuhan locals often say 'forget it' to ease conflicts, reflecting a philosophical attitude of 'not taking things too seriously,'" Li explained.
Inspired by this phrase, Li developed the Garlic Bird toy. To ensure authenticity, she invited over 100 locals to record the phrase, eventually choosing the voice of a young boy whose soft tone matched the dialect perfectly.
Following the success of Garlic Bird, Li designed other toys, such as "Sheep Wa" (a pun on the Wuhan phrase for "what's up") and "One Goose" (a play on a Wuhan exclamation for surprise or admiration).
During the May Day holiday, these dialect-inspired toys became a hit in Wuhan's shopping districts, with tourists adorning their backpacks with the playful items.
At a local specialty store on Jianghan Road, young visitors eagerly tested the toys while learning Wuhan phrases. "These toys are rich in regional flavor and feel warm and personal. Many of my classmates asked me to buy them. They've never been to Wuhan but have heard about Garlic Bird," said Jiang Simei, a young woman from Zhejiang born after 2000.
Store clerk Ms. Hu mentioned that dialect-themed cultural products are now the store's bestsellers, with over 90% of buyers being tourists.
Beyond Wuhan dialect, phrases from other regions, like Henan’s “Zhong,” Northeast China’s “Lao Tie,” and Cantonese’s “Ho Sai Lei,” have also been turned into cultural products.
Globally popular video game Black Myth: Wukong features Shaanxi-style storytelling, with authentic regional dialect that resonates deeply with players. Similarly, the animated film Ne Zha: Birth of the Demon Child features a character speaking in a Sichuan accent, providing comic relief.
Additionally, cities such as Wuhan, Kunming, and Wuxi have incorporated "dialect walls" at landmark sites, celebrating local linguistic traditions.
"Dialect is an essential part of traditional culture, and cultural products offer emotional value," said Li Mango. "Combining the two transforms regional culture into youthful tourism products that are experiential, shareable, and marketable." She hopes more creators use positive "dialect memes" to build city brands and promote Chinese cultural heritage.
According to Professor Li Zhengwang of Wuhan Textile University's School of Economics, dialects encapsulate local history, customs, and lifestyles. Cultural products materialize these aspects, satisfying curiosity about diverse cultures. Merging dialects with modern design retains cultural essence while adding appeal and fun.
For locals, dialect invokes familiarity and belonging. For outsiders, it fosters understanding and appreciation of regional culture.