“Eileen Gu fetish” as a feminist phenomenon: the intertwining of feminist, neoliberal, and nationalist discourses on Chinese social media

During the Beijing 2022 Winter Olympics, Eileen Gu attracted considerable attention and sparked numerous discussions on Chinese social media. Using the method of textual analysis, this paper examines the various responses of Chinese women, particularly Chinese feminists, to Eileen's achievements on Chinese social media, framing these responses within recent studies of neoliberalism's undoing of feminism as well as long-standing debates about the relationship between feminism and nationalism. This paper argues that discussions about Eileen on Chinese social media not only illustrate how neoliberalism is absorbed, reworked, and resisted in its transnational circulation but also demonstrate how nationalist narratives can be strategically used by Chinese feminists to validate their feminist positions. It further enriches existing scholarship on neoliberalism with a transnational perspective, reaffirms the importance of contextualizing the relationship between Third World feminism and nationalism, and highlights the significance of uncovering indigenous feminist resources in Third World countries.