A "black puffer jacket appreciation" contest is held in Beijing on January 31, 2026. Photo: Netizen's post

Beijing's chilly winter streets are awash in black puffer jackets of all designs — an observation of the city's ubiquitous winter style that has gone viral online recently, capturing netizens' attention and even spawning a whimsical "black puffer jacket appreciation" contest among local residents on Saturday.

On Beijing's subway during the morning rush hour, commuters heading to work or class all seem to be wearing black puffer jackets. Related videos of the scene have been shared online in recent days on Chinese social media, with the caption: "In Beijing, everyone carefully picks out a black puffer jacket of their own."

Inspired by the trend, a black puffer jacket beauty contest took place at a local pub on Saturday evening, according to a netizen's post. Judging criteria included practicality - such as the number of pockets and length, the longer the warmer - as well as rarity and aesthetic appeal. The contest also named Chaoyang as the top district in Beijing that gathers black puffer jacket style talent.

According to another post shared by the contest's organizers on Sunday on Xiaohongshu, the first-place winner was a non-human contestant — a puppy -- after earning 99 votes on site for its tailored coat. The second-place entrant stood out with a black puffer jacket featuring nine pockets, gaining more than 4,000 votes, and the third-place winner was titled "who tells best story."  

The contest landed on China's social media Weibo 's hot search list on Sunday. Netizens commented that the contest was a fun idea, with some saying that they would take inspirations from it to pick out their next puffer jacket.

Netizens commented that the simple, stain-resistant features of black puffer jackets perfectly reflect the pragmatism and unspoken consensus of commuters in Beijing. This seemingly whimsical contest playfully breaks the monotony of winter dressing, turning a daily essential into a canvas for creativity — it is a shared emotional resonance. 

Global Times