East and West

By the Song dynasty (960 – 1279), the spiritual essence of fishing became deeply intertwined with Daoist philosophy, particularly the concept of Wu Wei (无为), or “non-action.” Rather than passivity, it advocates for effortless action, aligning with the natural flow of the universe instead of forcing outcomes through struggle.

“Ancient Chinese literati didn’t fish to eat,” says Cao, echoing the classic wisdom. “They fished to cultivate patience, to observe nature’s rhythms, and to achieve that perfect balance between action and inaction.”

There is a new buzzword in marketing, advertising, and generally anything business-related in China, “活人感” (lit. sense of the living). It is a mix of brand personality and a pushback against the “dead internet theory”.