“V Me 50”: The Story Behind ‘Crazy Thursday,’ China’s Hilarious Fast-Food Meme

In the vibrant and rapidly evolving landscape of Chinese internet culture, few phenomena have captured the collective imagination quite like “疯狂星期四” (Fēngkuáng Xīngqīsì). Literally translating to “Crazy Thursday,” this phrase signifies more than just a day of the week. It originated as a promotional campaign by the fast-food giant Kentucky Fried Chicken (KFC) in mainland China but has since mutated into a sprawling, multifaceted internet meme, particularly embraced by younger generations.¹ Initially tied to weekly discounts, “Crazy Thursday” transcended its commercial roots around 2022, blossoming into a unique form of online expression known as “疯四文学” (Fēngsì Wénxué) or “Crazy Thursday Literature”.¹ This report aims to dissect the meaning, origins, evolution, and cultural significance of “Crazy Thursday,” providing a comprehensive analysis for an audience unfamiliar with this specific corner of Chinese digital life. It will explore the meme’s structure, the cultural factors fueling its popularity, its linguistic specificities, and its complex relationship with the brand that inadvertently spawned it, while also seeking parallels in Western internet culture to offer relatable context.

Origins: From Fast Food Deal to Digital Phenomenon

The genesis of “Crazy Thursday” lies squarely in a marketing strategy implemented by KFC in the mainland Chinese market. Seeking to drive traffic and sales, KFC launched the “疯狂星期四” promotion in 2018.¹ One source pinpoints the specific start date as August 9, 2018.⁴ The core concept was simple: every Thursday, KFC would offer significant discounts on a rotating selection of menu items, sometimes reportedly selling them near cost price.¹

Early examples of these deals from October 2018 illustrate the nature of the promotion. Offers included two Old Beijing Chicken Rolls for 19.9 yuan or two cups of Nine Treasures Fruit Juice for 9.9 yuan for in-store purchases during specific hours.⁵ Delivery customers could avail themselves of different deals, such as two medium hot lattes for 9.9 yuan or five classic Portuguese egg tarts for 19.9 yuan, available from early morning until supplies lasted.⁵ These promotions were designed to create a weekly recurring incentive for customers, establishing Thursday as a specific day associated with KFC value deals. While initially promoted through conventional means, including celebrity endorsements (like Wang Yuan and Luhan) and advertisements in public spaces, this traditional marketing approach did not immediately ignite widespread organic buzz and reportedly met with some indifference or even negative reactions.⁶ It established name recognition for the event but did not yet foreshadow the cultural force it would become.

Evolution into a Meme: The “疯四文学” Explosion

For several years, “Crazy Thursday” remained primarily a KFC marketing event. However, beginning notably in 2022, the phrase underwent a significant transformation, detaching from its purely commercial origins and evolving into a bona fide internet meme.¹ Young netizens, particularly those born in the 1990s and 2000s, began creating and sharing humorous, often absurd, text posts, images, and videos related to “Crazy Thursday” across various social media platforms.¹ This user-generated content, collectively termed “疯四文学” (Crazy Thursday Literature), marked the meme’s true explosion into popular digital culture.¹

The scale of this phenomenon is substantial. The hashtag #肯德基疯狂星期四# (#KFC Crazy Thursday#) amassed nearly 2 billion views and millions of discussion posts on Weibo, a major Chinese microblogging platform, by late 2022.⁴ High-viewership videos dedicated to the meme also proliferated on platforms like Bilibili, with some exceeding 3.2 million views.⁷ The meme’s reach became so pervasive that search interest for “Crazy Thursday” would predictably spike every Thursday.⁴

Specific events further amplified its visibility. For instance, February 29, 2024, falling on a Thursday (a rare occurrence dubbed “once-in-28-years Crazy Thursday”), saw such immense demand that KFC’s ordering systems reportedly crashed, and customers faced extraordinarily long waits, highlighting the meme’s ability to mobilize real-world behavior on a massive scale.⁸ This evolution demonstrates a shift from a top-down marketing message to a bottom-up, user-driven cultural practice, where the original promotion became merely a catalyst for widespread creative expression and social interaction.

Anatomy of “疯四文学”: The Art of the Absurd Plea

The cornerstone of the “Crazy Thursday” meme is “疯四文学” (Crazy Thursday Literature), a distinct genre of online writing characterized by its specific structure and humorous intent. Understanding this structure is key to grasping the meme’s appeal.

The Core Structure: Setup and Punchline

Most “疯四文学” posts follow a predictable yet effective formula:

1. The Setup: The post begins with an elaborate narrative designed to capture the reader’s attention. These stories can range from the dramatic (e.g., discovering a colleague was a child bride, witnessing domestic violence) ⁹, the bizarre (e.g., being the reincarnated Emperor Qin Shi Huang) ⁷, the relatable (e.g., relationship troubles after meeting an online friend offline) ⁷, the mundane (e.g., lamenting a forgotten birthday) ⁴, or even academic parodies (e.g., complex math problems).⁴ The common thread is the creation of intrigue or emotional investment.
2. The Punchline: Just as the reader is drawn into the story, the narrative takes an abrupt, non-sequitur turn. The entire setup is revealed to be a pretext for the actual punchline: a request, often phrased as “V我50 (V wǒ 50) 吃肯德基疯狂星期四” (Transfer me 50 yuan via WeChat for KFC Crazy Thursday) or a similar plea for someone to treat them to the discounted KFC meal.⁴ This sudden shift from the serious or elaborate to the mundane and commercial is the primary source of humor, relying on the element of surprise and violated expectations.⁷

A Complete Example:

Here’s a typical example, often categorized under the “Gossip/Drama” genre:

“离婚了，前夫联合小三一起报复我，我已经做好了应对的准备，我要做我自己的主人，你想知道我打算怎么复仇吗？vx转我五十，今天疯狂星期四，边吃边听我的复仇计划。”  

(Translation: I am divorced, and my ex-husband and his mistress are taking revenge on me. I am ready to deal with it. I want to be my own life master. Do you want to know how I plan to take revenge? Pay me 50 Yuan via WeChat. Today is Crazy Thursday. Listen to my revenge plan while eating.)  

This example perfectly illustrates the formula: a dramatic, attention-grabbing setup (divorce, revenge plot) followed by the abrupt, humorous pivot to the standard “Crazy Thursday” request.

Decoding “V我50”

The phrase “V我50” (V wǒ 50) is central to the meme’s punchline and requires specific explanation:

• Literal Meaning: “V” is internet slang, often understood as representing “via” or visually referencing the logo of WeChat (微信 – Wēixìn), China’s ubiquitous messaging and mobile payment app. Some sources suggest it’s a direct phonetic stand-in for “给我” (gěi wǒ – give me).⁷ “我” (wǒ) means “me,” and “50” refers to 50 Chinese Yuan (RMB). Thus, the phrase essentially means “Transfer 50 yuan to me via WeChat”.⁹
• Cultural Context: The request’s naturalness stems from the near-universal adoption of WeChat Pay and Alipay for transactions of all sizes in China. Small, peer-to-peer digital transfers are incredibly common and frictionless, making the idea of sending 50 yuan (roughly equivalent to 7 USD) via app entirely unremarkable in itself.
• Function in the Meme: Within “疯四文学,” “V我50” serves as the comedic release. It shatters the narrative tension built by the setup. Crucially, it is almost universally understood not as a genuine request for money, but as a performative, self-deprecating joke.⁹ It humorously exaggerates the desire for a relatively small discount, framing it as a matter of utmost urgency or the culmination of a dramatic saga. The meme’s persistence even led to jokes about needing “V我51” after KFC implemented minor price increases, demonstrating its adaptability.¹²

Genres of “疯四文学”

The basic formula has proven remarkably versatile, spawning numerous variations that can be categorized into different genres, showcasing the meme’s creative breadth:

Genre Example	Description	Key Element	Source Snippets
Pop Culture Parody	Using characters/plots from known media (e.g., Detective Conan needing KFC for a cure).	Familiar narrative + Absurd KFC tie-in	4
Gossip/Drama	Telling a sensational, often fake, story about relationships, work (divorce revenge plot), or personal struggles.	Intrigue/Suspense + Mundane “V50” payoff	4
“Emo” / Melancholy	Expressing sadness or loneliness (often parodying the style associated with NetEase Cloud Music user comments) before pivoting to KFC desire.	Emotional setup + Bathos of KFC request	4
Current Events Tie-in	Referencing recent news, scandals (e.g., Wang Xiaofei/Big S drama), or game updates (e.g., Blizzard/NetEase split).	Topical relevance + Unexpected KFC link	7
Absurdist/Meta	Making fun of the meme itself, questioning its power, or creating fake scenarios like math problems (e.g., Prove KFC = VME + 50).	Self-awareness + Humorous deconstruction	4
Simple Reminder	Basic posts simply reminding people it’s Crazy Thursday, sometimes with a direct plea.	Directness, low effort	7

The remarkable success and spread of “疯四文学” can be attributed significantly to its formulaic nature. This structure provides a very low barrier to entry; users don’t need exceptional creativity, merely the ability to adapt an existing story or trope and append the standard punchline.⁶ This ease of replication is a critical engine for viral dissemination across social platforms.⁹ Furthermore, the humor is structurally generated by the contrast—the cognitive dissonance—between the often elaborate or serious tone of the setup and the abrupt, mundane, commercial nature of the “V我50” request.⁹ Consequently, the meme’s power lies not just in the varied content of the stories but fundamentally in the repeatable, contrast-generating structure itself.

Why China Goes “Crazy” on Thursdays: Cultural Context and Drivers

The explosive popularity of the “Crazy Thursday” meme is not accidental; it resonates deeply with several aspects of contemporary Chinese culture, particularly among young people.

• Work Culture and Weekend Anticipation: China’s demanding work culture, sometimes epitomized by the controversial “996” schedule (9 am to 9 pm, 6 days a week), creates significant pressure. While not universal, this environment fosters a strong anticipation for the weekend. Thursday marks a psychological turning point – the peak of the work week’s stress is often past, and the weekend is within sight. “Crazy Thursday” thus functions as a collective, ritualistic release valve, a way to celebrate the impending freedom and inject humor into the weekly grind.⁶ Participating in the meme becomes a shared acknowledgment of “almost there.”
• Youth Consumerism, Frugality, and Deal Culture: Contemporary young Chinese consumers are often characterized by a blend of consumerist desires and increasing pragmatism or frugality (“rational consumption”).⁴ There’s a strong culture around seeking out deals and discounts, colloquially known as “薅羊毛” (hāo yángmáo – literally “pulling wool,” meaning bargain hunting or taking advantage of promotions).⁴ KFC’s Thursday discounts, while perhaps modest, tap directly into this mindset. The “疯四文学” meme humorously exaggerates the desire for these small savings, turning the act of bargain hunting into a performance. The deals often involve multiple items, also encouraging social sharing or group orders.⁶
• Humor, Absurdity, and Stress Relief: At its core, the meme is driven by humor derived from absurdity and the violation of expectations.⁹ The sheer ridiculousness of weaving elaborate tales solely to justify wanting discounted fried chicken is inherently funny to participants. In a high-pressure social and economic environment, this type of nonsensical, collective humor provides a valuable form of escapism and stress relief.⁹ The “V我50” element, while referencing money, is interpreted not as a serious plea but as a lighthearted, almost satirical commentary on financial pressures and the desire for small indulgences.⁹
• Social Media Dynamics and “Social Currency”: In the digital realm, memes serve as potent “social currency.” Creating or sharing “疯四文学” signals that one is “in the know,” internet-savvy, possesses a contemporary sense of humor, and is part of the broader online youth culture.⁷ Participation helps individuals curate their online persona, projecting an image of being trendy and relatable.⁹ It also fosters a sense of belonging to an “in-group” that understands and appreciates the joke, reinforcing shared identity through collective participation.⁹ The meme’s easily shareable format (text, screenshots) facilitates its rapid, viral spread across different platforms.⁹
• Low Barrier to Participation and Virality: The simple, formulaic structure lowers the barrier to entry, allowing widespread participation.⁶ Users don’t need to vouch for the truth of their stories or possess sophisticated creative skills; they simply need to apply the template.⁷ The meme’s adaptability allows it to constantly integrate new trends, current events, and other popular culture references, keeping it fresh and relevant.⁷

Beyond these factors, the meme functions as a form of collective performance. Participants aren’t just sharing information about a KFC deal; they are performing an exaggerated desire for it, crafting elaborate justifications through “疯四文学.” This public performance within social networks reinforces group identity (“we all get this joke”) and plays on shared cultural touchstones (KFC’s ubiquity, WeChat Pay, work stress). The humor often arises from the visible gap between the dramatic performance and the mundane reality of wanting discounted food. The “V我50” punchline is the climax of this performance, an absurd request underscoring the performative nature of the entire post. In this sense, the meme is less about the product itself and more about participating in a shared cultural ritual, using the brand’s promotion as a convenient, widely understood prop on the digital stage.

Crazy Thursday’s Cousins: Finding Western Parallels

While “疯狂星期四” is a unique product of its specific Chinese cultural and technological context, exploring potential parallels in Western internet culture can help illuminate its function for an American audience. No single equivalent exists, but elements resonate with various phenomena:

• Recurring Deal Days (e.g., Taco Tuesday): Like Taco Tuesday, Crazy Thursday is a weekly, food-related promotional event. Difference: Taco Tuesday is generally simpler, lacking the elaborate narrative (“literature”) component, the performative pleading (“V me 50”), and the deep integration with a specific payment platform.
• Brand Hashtags Gone Rogue: Sometimes, users hijack a brand’s official hashtag for humorous, critical, or entirely unrelated discussions. Similarity: Demonstrates user co-option of brand-initiated concepts. Difference: “Crazy Thursday” usage, while often detached from direct promotion, is generally affectionate or neutral towards the event itself, using it as a shared cultural marker rather than primarily for critique.
• Specific Meme Formats (e.g., Bait-and-Switch, Copypasta): The (Story + Punchline) structure echoes Western meme formats that rely on setting up expectations and then subverting them, such as elaborate copypastas with unexpected endings or bait-and-switch jokes. Similarity: Structural humor based on violated expectations and incongruity.
• Black Friday / Cyber Monday Culture: The intense hype, collective focus on deals, and sometimes absurd consumer behavior surrounding major sales events share some similarities. Difference: Crazy Thursday is a low-stakes, weekly ritual, more focused on the performance of wanting the deal and shared humor than on securing major discounts or high-value items.
• “Asking for a Friend” Trope: The indirect framing used in “疯四文学”—embedding a request within a dramatic story—bears resemblance to the Western trope of “asking for a friend” to voice potentially embarrassing questions or desires. Similarity: Using narrative framing to express a simpler underlying want.

Despite these points of comparison, the unique confluence of factors makes “Crazy Thursday” distinct: a specific brand’s recurring, low-cost promotion; the near-ubiquitous infrastructure and social norms of mobile payments (WeChat Pay and the “V我50” shorthand); the specific pressures and rhythms of the Chinese work week; and the development of a defined, widely replicated creative format (“疯四文学”).

Conclusion: The Enduring Appeal of “Crazy Thursday”

“疯狂星期四” offers a compelling case study in the unpredictable trajectory of internet culture. What began as a straightforward weekly fast-food promotion by KFC in 2018 evolved, largely through spontaneous user creativity, into a nationwide digital ritual and a distinct literary meme (“疯四文学”) by 2022. Its core components – the anticipation marking the latter part of the work week, the formulaic yet versatile structure of absurd storytelling culminating in the iconic “V我50” plea, and its deep integration with China’s digital payment ecosystem – combined to create a uniquely resonant phenomenon.

The enduring appeal of “Crazy Thursday,” relative to the often ephemeral nature of internet trends, likely stems from its grounding in the everyday realities and cultural currents of contemporary China. It taps into the rhythm of the work week, reflects nuanced attitudes towards consumerism and frugality, provides a much-needed outlet for humor and stress relief in a demanding environment, and leverages the powerful dynamics of social media for identity formation and collective expression.⁶

Ultimately, “Crazy Thursday” transcends its origins as a meme about discounted fried chicken. It stands as a vibrant, continuously evolving tapestry woven from collective storytelling, shared humor, and subtle social commentary. It offers a fascinating window into the creativity, anxieties, and cultural pulse of young China online, demonstrating how a simple marketing campaign, when striking the right chord with the right audience at the right time, can unexpectedly blossom into a rich and enduring cultural phenomenon far exceeding its initial commercial intent.

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