The Winter Olympics are coming. So is the China-funded sponcon.

The Olympics are perfect for inspiring posts. That isn't a good thing.

According to The Guardian, the Chinese government has hired a number of social media celebrities in order to burnish its reputation as it prepares to host the Winter Olympics in Beijing. According to reports, the UK firm is tasked with promoting the content in the United States.

Beijing's history and culture will be highlighted in the content, as well as positive aspects of the relationship between China and the U.S.

It's not surprising that a host country would use the Olympics as a marketing opportunity. That's what the global sporting event is all about. It's worth noting that a country might hire marketing firms to flood social media with organic content.

At a time when the Chinese government is facing sustained criticism for its internment of Uyghur Muslims, and a boycott of the Winter Olympics by the officials representing the U.S., Australia, Britain, and Canada, the social media push comes at a good time.

It comes on the heels of a scandal. The Chinese tennis star went missing in November after accusing a former vice premier of sexual assault.

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"#whereispengshuai" trended in response to her disappearance.

We think the Winter Olympics plans for China's social media will be very different.