Chitu (“eat dirt”) humorously describes being broke after shopping sprees. Chinese consumers post-Singles’ Day (11/11), post-618 festival, post-major purchase confession: wallet empty, surviving on dirt until next paycheck.
Taobao and e-commerce festival culture made Chitu essential vocabulary. Shopping binges during sale events left consumers celebrating purchases while lamenting financial consequences. The self-deprecating humor acknowledged consumer addiction while bonding over shared struggles.
Chitu memes featured: empty wallets, instant noodle dinners, avoiding friends to dodge meal costs. The phrase normalized discussing financial stress through humor rather than shame.
Sources:
- Sixth Tone: “Chinese Consumer Culture Slang” (2018)
- E-commerce Observer China: Shopping Festival Impact (2019)