The item that started it all

Remember the 2005 story where Canadian Kyle MacDonald started with a red paper clip and used the Internet to barter his way into a house?

The incredible story got its first Chinese clone, thanks to Internet promoter Yang Xiuyu. A former software salesman respun the tale into a story that lit up the Chinese media, reports Globe and Mail.

Xiuyu met an aspiring pop star, Ai Qingqing, at a party and helped her set up a blog. Shortly thereafter, Ai Qingqing announced her plans to turn a paper clip into a house within 100 days, turning her into an instant sensation with the Chinese press.
After 100 days, the deceptive promotion came to an abrupt end. Ai signed with a record company and quit the scheme, and a few weeks later Yang revealed that he was behind it, to which Chinese media erupted into outrage.

Despite the bad press, Yang said the experiment proved he can promote, having netted $37,000 in the process. He calls the Chinese media "immature," in that they're too hungry for the next big story.

Ultimately, his promotion reportedly preyed on current Chinese psychology: in a boom time, people lack strong beliefs and flock to celebrity figures.