Chinese drama Speed and lovewith Esther Yu (Yu Shuxin) and He Yu, appeared on iQIYI without warning — no trailer, no promotion and no ads. With six episodes launching simultaneously in 23 countries, the show quickly gained traction online, though not necessarily because of its story.
Despite dominating social media, advertising data tells a different story. According to Douban and Xiaohongshu, Speed and love it only had 7 ad placements totaling just 95 seconds, which is incredibly low given its trending status. On average, that’s just 1.16 ads per episode, mostly from mid-range brands like Weitai. The first episode had a modest 20 seconds of adsbut subsequent episodes dropped to a single pointrevealing iQIYI’s business hesitation — perhaps because of the drama’s sensitive brother-sister love story or the controversies surrounding Esther Yu.
Still, Speed and love reached a heat index peak of nearly 1310 – before broadcastsuggesting that the buzz has arrived less from trailers or promotional materials and more from online debates over its delayed release, scandal-laden lead actress, and taboo elements of the plot.
After its release, viewer interest began to wane slightly, indicating a short-term advertisement. Without ongoing marketing or blockbuster scenes, the drama now relies entirely on organic viewer response: a risky bet given its fragile foundations.
Esther Yu’s performance surprises critics
On a positive note, Esther Yu has been praised for her bold reinvention of the image. Known for her sweet and bubbly roles, she now plays a darker and emotionally scarred character. His performance has been described as fresh and emotionally resonant. He Yu, meanwhile, pairs his intensity with a strong screen presence, especially during the clandestine Thai fight scenes and dramatic street races, giving the idol drama an unexpected grit.
However, public trust in Esther Yu remains fractured. Her father’s alleged corruption, along with accusations of bullying and unprofessional behavior, continue to haunt her. Once known for her “lovely heiress” image, that person has now become a liability. Several big brands have deleted her from their campaigns, reinforcing her image crisis.
Surprise release: marketing masterstroke or desperation?
The drama’s sudden launch in 23 countries – without marketing or previews – is being seen as one of two things a bold viral strategy or a move to dodge controversy. In any case, the situation has changed Speed and love in the most unpredictable marketing case of 2025.
Adapted from Shi Jiuyuan’s novel, the story revolves around non-biological siblings Jin Mo (Esther Yu) and Jin Chao (He Yu). Separated at age 9, they reunite nine years later and face trials that test their personal ambitions and the complex emotional bond they once shared.
Currently, Speed and love is at a crossroads: trending online, ignored by advertisers, with moderate views but an uncertain future. The fandom is loud, but corporate sponsors and iQIYI remain cautious.
