China State TV Pulls Food Delivery Film After Backlash Over ‘Romanticised’ Portrayal of Gig Work

China’s state broadcaster CCTV has removed a short film about food delivery work after a wave of public criticism accused it of glossing over the harsh realities faced by millions of gig economy workers.

The video, which aired briefly on CCTV platforms, presented food delivery as a job filled with freedom and possibility. It suggested riders could enjoy scenic views along their routes and portrayed the work as a meaningful step toward personal dreams. Framed in a warm and uplifting tone, the film was intended to celebrate perseverance and optimism. Instead, it triggered anger and disbelief across social media.

Viewers were quick to point out the contrast between the film’s message and the daily experiences of delivery workers. Many described the portrayal as unrealistic and insensitive, arguing that it ignored long hours, physical exhaustion, safety risks, and constant pressure from strict delivery deadlines. Critics said the video felt disconnected from the lives of workers who navigate traffic, weather, and demanding algorithms just to earn a modest income.

Online commenters labelled the film tone deaf and accused it of glorifying hardship rather than acknowledging structural problems in the gig economy. Some called it a fairy tale narrative that masked the dangers of the job, including road accidents and limited labour protections. Others said the message insulted workers by framing endurance of difficult conditions as a noble or inspiring journey rather than a necessity driven by economic pressure.

Food delivery has become an essential part of urban life in China, especially in major cities where millions rely on app based platforms for meals and groceries. The workers behind these services often face unpredictable incomes, few benefits, and high risks. In recent years, public debates have intensified around their rights, safety, and access to social security, making the issue particularly sensitive.

The backlash reflects a broader shift in public attitudes. Many Chinese netizens are increasingly critical of media narratives that celebrate sacrifice without addressing fairness or reform. Instead of inspirational messaging, critics say they want honest discussions about wages, working conditions, and accountability from both companies and regulators.

Following the criticism, CCTV quietly removed the video from its platforms. The broadcaster did not issue a detailed public explanation, but the decision appeared to acknowledge the scale of the negative response. The removal was welcomed by many online, though some argued it should be followed by more meaningful coverage of labour issues rather than silence.

The episode highlights the growing gap between official storytelling and public sentiment, particularly on issues affecting ordinary workers. As economic pressures rise and employment becomes more precarious, audiences are less receptive to narratives that appear to downplay hardship or frame struggle as aspiration.

For delivery workers themselves, the controversy has reopened calls for better protections and recognition. Many netizens said the real way to honour their work is not through poetic imagery, but through safer conditions, fair pay, and policies that reflect the realities of life on the road.