Ma Xiao Ye is an IP (Intellectual Property Character) created by Huang Sanshui, a Chinese artist active on social media platforms Douyin and Xiaohongshu. An IP character is a form of intellectual property that can be developed into a brand, expanding into various formats such as films, stories, souvenirs, or commercial products.

The illustration of Ma Xiao Ye "crying while running" garnered 132,000 likes and 20,000 shares on Douyin. Photo: Douyin Huang Sanshui

The illustration of Ma Xiao Ye "crying while running" garnered 132,000 likes and 20,000 shares on Douyin. Photo: Douyin Huang Sanshui

The artist first shared illustrations of Ma Xiao Ye on these platforms in July. The character is depicted with a small stature, short legs, and large eyes, a departure from the typical "warhorse" image often seen in East Asian culture. The horse appears in allegorical settings that represent a person's journey of growth. A prominent image shows the horse galloping through heavy rain, its tears blending with the raindrops, beneath the shadow of a mature horse.

On online forums, many viewers believe the image reflects the lives of young people navigating the pressures of academics, work, and personal life. Despite feeling tired or hurt, they are compelled to keep moving forward. One account wrote, "Xiao Ye reminds me of people going through difficulties. When the pain passes, we become the version of ourselves we aspire to be, or at least retain a memorable lesson."

Ma Xiao Ye's expressions change across different frames: sometimes whimpering, sometimes gritting its teeth in effort, and other times closing its eyes to enjoy the moment. In one illustration, Ma Xiao Ye faces a large lion with fearless eyes. Another image shows the horse sprinting towards a finish line with determination, pursued by other horses from behind.

Below each drawing, the artist includes various messages: "You can be small, weak, and cry, but with perseverance, you can still shine," and "What seems impossible might just be achieved by crying and doing it anyway."

Illustration of Ma Xiao Ye confronting a lion. Photo: Douyin Huang Sanshui

Illustration of Ma Xiao Ye confronting a lion. Photo: Douyin Huang Sanshui

The image of Ma Xiao Ye quickly spread to many Asian countries, including Vietnam. An account named Evie Evelyn commented, "I resonate with Ma Xiao Ye because you don't need to be big to dare to run to the finish line." Another viewer, Linh Pham, wrote, "Every legendary warhorse was once a small horse. No one is born extraordinary; you just need to keep striving, dare to overcome your complexes and insecurities, and move forward."

Recognizing the character's appeal, Sun Wolf Studio (Vietnam) announced its partnership with artist Huang Sanshui to represent Ma Xiao Ye's copyright in Vietnam. Leo Tuan Dinh, the studio's founder, noted that Ma Xiao Ye's widespread appeal stems from its ability to "awaken" the emotions of many young people struggling with busy lives. Compared to many popular IPs in China and Asia, which often lean towards cheerfulness or humor, Ma Xiao Ye offers a fresh, gentle, yet profound perspective.

Artist Huang Sanshui. Photo: Sun Wolf Studio

Artist Huang Sanshui. Photo: Sun Wolf Studio

The representative of the unit that acquired the character's copyright in Vietnam stated that artist Huang Sanshui's real name is Huang Xinjie, 32 years old, from Raoping, Guangdong province, China. According to Sohu, the artist maintains a private life, sharing little about his personal affairs and appearing only through his creative social media accounts. Before gaining attention with Ma Xiao Ye, Huang Sanshui was known in the design community for a series of car logo illustrations. In this collection, he utilized Chinese wordplay to humorously interpret brand names.

Que Chi