ānlì: 安利 - Amway; to recommend, to promote, to "shill for"

Keywords: anli, 安利, Amway in China, Chinese slang for recommend, what does anli mean, Chinese internet slang, how to use anli, recommend in Chinese, 种草, tuijian, zhongcao

Summary: Discover the fascinating story of “安利 (ānlì),” a Chinese term that transformed from the brand name of the American company Amway into a viral internet slang verb. Learn what it means to “anli” something in modern China, how it's used by fans and friends to passionately recommend everything from TV shows to tech gadgets, and why it's different from the standard word for “recommend.” This guide provides cultural context, practical examples, and related terms to help you master this essential piece of modern Chinese vocabulary.

Pinyin (with tone marks): ānlì

Part of Speech: Noun (the company); Verb (modern slang usage)

HSK Level: N/A

Concise Definition: Originally the proper noun for the multi-level marketing company Amway; now a popular slang verb meaning to enthusiastically recommend or promote something you are passionate about.

In a Nutshell: Imagine your friend is obsessed with a new TV show. They don't just tell you it's good; they describe the plot in detail, praise the actors, and insist you have to watch it, almost like they're a salesperson. In Chinese, you'd say they are “安利 (ānlì)”-ing the show to you. The term humorously borrows from the reputation of Amway (安利) distributors, known for their zealous and persistent sales pitches. Today, it's a common, informal way to share something you love.

安 (ān): This character's core meaning is “peace,” “safety,” or “calm.” It often evokes a sense of security and well-being.

利 (lì): This character means “benefit,” “profit,” or “advantage.” It's associated with positive outcomes and gains.

Combined Meaning: As a brand name, “安利 (ānlì)” is a phonetic transliteration of “Amway.” The characters were chosen for their positive meanings, suggesting a brand that brings “peace and benefit” to its customers. This origin is key to understanding how the slang term developed its modern meaning of “recommending something beneficial.”

The Amway Phenomenon: Amway, a multi-level marketing (MLM) company, entered China in the 1990s. Its distributors became famous (and sometimes infamous) for their highly enthusiastic, persistent, and almost missionary-like methods of selling products and recruiting new members, often targeting friends, family, and acquaintances. This high-pressure “recommendation” style became a widely recognized social phenomenon.

From Noun to Verb: Around the 2010s, Chinese internet users, particularly in anime, gaming, and celebrity fandoms, co-opted the term. They jokingly compared their own passionate efforts to promote their favorite things to the methods of Amway salespeople. Saying “I want to 安利 this drama to you” became a self-aware, humorous way to say “I am so passionate about this that I must convince you to like it too.”

Comparison to Western Concepts: “To anli” is much stronger than simply “to recommend.” It's closer to “to hype up,” “to rave about,” or “to shill for” (in a non-negative, fan-driven way). While someone in English might say “You have to try this!,” the use of `安利` carries an extra layer of meaning that acknowledges the almost comical intensity of the recommendation, directly referencing the cultural memory of Amway's sales tactics.

Informal and Enthusiastic: `安利` is almost exclusively used in informal contexts among friends, peers, and online communities. It signals genuine, personal passion.

Fandom and Social Media: This is its natural habitat. Fans constantly `安利` their favorite singers, TV series, movies, games, or books to attract new followers. You will see it all over Weibo, Douban, and Bilibili.

Everyday Recommendations: The term has expanded beyond fandom. You can `安利` a new restaurant, a useful app, a skincare product, or even a travel destination to a friend.

As a Noun: Sometimes, the recommendation itself is called an “安利”. A friend might say, “我吃下你的安利了 (wǒ chīxià nǐ de ānlì le),” which literally means “I ate your Amway,” but translates to “Okay, you've convinced me! I'll accept your recommendation.”

Not Just “Recommend”: Don't treat `安利` as a direct synonym for “recommend.” It implies a much higher level of personal passion, enthusiasm, and a desire to “convert” the listener. Using it for a simple, neutral suggestion can sound strange.

推荐 (tuījiàn): The standard, formal word for “to recommend.” Use this in any context where `安利` would be too informal.

种草 (zhòng cǎo): “To plant grass.” Very similar internet slang. It means to spark a desire in someone to buy a product or try an experience. If `安利` is the passionate speech, `种草` is the successful outcome of planting that seed of desire.

拔草 (bá cǎo): “To pull up grass.” The opposite of `种草`. It means to finally buy the item you've been wanting (satisfying the desire), or to lose interest in it.

入坑 (rù kēng): “To enter a pit/hole.” Slang for getting deeply involved in a new hobby, fandom, or obsession (like a TV series or a game), often because someone `安利`-ed it to you.

粉丝 (fěnsī): A phonetic loanword for “fans.” Fans are the primary group of people who `安利` their idols and hobbies.

传销 (chuánxiāo): “Pyramid scheme” or “multi-level marketing.” This is the business model that gave the Amway company its reputation and indirectly led to the creation of the slang term.

卖安利 (mài ānlì): “To sell Amway.” The literal action of an Amway distributor. This is the phrase from which the slang verb `安利` evolved.