In the face of growing materialism, Chinese President Hu Jintao in July called on the nation to resist the trend of "vulgarity, vanity and kitsch" in popular culture in the CPC Central Committee Political Bureau's 22nd collective learning.

Two weeks later, Culture Minister Cai Wu criticized the trend of "vulgar productions" and "kitsch" in print and electronic Chinese media, and lashed out at publications with gossip and sensational stories that advocate money worship and consumerism. Cai said the vulgar publications were a side effect of market-oriented economic development. Cultural administrations at all levels should not turn a blind eye to the development of vulgar productions, but should guide cultural organizations to produce more healthy publications. Cai named no publications or programs, but the government has targeted matchmaking shows that portray merciless sarcasm and heated arguments between young people looking for partners or just seeking fame.