Bright projections lit up the facade of the Chinese Consulate in New York on the evening of March 15, as overseas activists staged a coordinated protest tied to China’s annual consumer rights day.
Members of the nonprofit group China Action set up equipment across the street and projected a sequence of animated images onto the consulate building. Within moments, according to the group’s project lead identified as Mr. Cui, powerful lights from the consulate were directed at the display, triggering what he described as a brief “light standoff.”
The projections unfolded as a four-part visual sequence. One image showed a cartoon alpaca in a protective suit using a COVID-style swab to test a hammer-and-sickle symbol surrounded by virus graphics. Another mimicked a supermarket ingredient label, listing “exploitation, dictatorship, lies, and censorship” as components, with a stated “concentration” of 89.64 percent.
A third image labeled the symbol as “highly toxic.” The final frame depicted it being discarded into a biohazard waste container alongside Winnie the Pooh, a character frequently used in political satire referencing China’s top leader Xi Jinping.
“This is not just about something being fake,” Cui said. “It’s about something that is systematically toxic.”
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A protest modeled on China’s ‘3.15’ campaign
March 15 is widely recognized in China as Consumer Rights Day, marked by a high-profile state television program that exposes counterfeit goods and corporate misconduct. Cui said the protest deliberately adopted that format.
“If they talk about cracking down on fakes every year, then we should examine the biggest ‘fake’ of all,” he said, pointing to what he described as fake elections, rule of law, data, and historical narratives.
The group designed the projections as a continuous storyline, moving from testing and reporting to hazard identification and disposal. Cui said the approach marked a shift from earlier actions that relied on standalone symbols.
“We followed the same structure as the official program,” he said. “Only the object being tested changed.”
He said the imagery drew on shared experiences during China’s pandemic controls. “Everyone remembers being repeatedly tested,” he said. “We reversed that dynamic. Instead of them testing us, we test them.”
Cui said the consulate appeared to anticipate the protest. As the group arrived, he said, security personnel were already communicating via radio.
Once the projections began, bright lights were quickly directed at the display area. Cui said both sides adjusted positions repeatedly, with the projection team shifting angles as the lights moved.
Family members in China reportedly contacted
Less than an hour after the event ended, Cui said his family members in China received another call from local police, warning that he would be detained if he returned.
Since the group’s earlier projection actions, he said, several relatives had been contacted multiple times by authorities. He described the approach as pressure applied through family connections.
“They want family members to persuade me to stop,” he said. “They are turning personal relationships into leverage.”
He said the pressure has taken a personal toll. “Of course there is fear,” he said. “But if we stop because of that, it means the system works.”
Video footage shared online showed passersby stopping to watch and record the projections. Cui said the broader response was more visible online after clips circulated on social media.
He also pointed to a shift within the group itself. “The proportion of younger participants was clearly higher this time,” he said. “That matters more than anything else.”
He added that participants were aware of the risks, with some facing pressure linked to their connections in China.
Future plans and messaging strategy
Cui said the projection campaign will continue, with teams operating in multiple cities and selecting dates with symbolic significance.
Beyond the street actions, the group is developing a broader content strategy aimed at making political expression more accessible.
“Our goal is to make this something younger people want to take part in,” he said. “Not something heavy or limited to a small circle.”
He said the effort combines protest with cultural messaging, using familiar formats and everyday symbols to communicate political ideas more directly.
“This light will not go out,” Cui said. “We will keep going until people can truly make their own choices.”
By Xiao Ran
Editor’s Note: This article is based on media reports, activist statements, and interviews conducted by overseas media. Some claims, including reactions by Chinese authorities and alleged harassment of family members, could not be independently verified.
