The Japanese cigarette brand that was weaponised against Chinese smokers in wartime

Shanghai-based Canadian artist Samuel Porteous drew inspiration from adverts for three cigarette brands popular in 1930s China, one of which hid a dirty secret

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“Golden Bat Cigarettes I”, part of Samuel Porteous’ “Old Shanghai Reimagined” exhibition. The Shanghai-based Canadian artist drew inspiration for his work from vintage adverts for three cigarette brands popular in 1930s China, one of which hid a dirty secret. Photo: Samuel Porteous

Published: 7:45am, 10 Dec 2022Updated: 10:42am, 2 Jun 2023

Golden Dragon, Golden Rat, Golden Bat. All cigarette brands popular in 1930s mainland China. All targeted different markets. One facilitated war crimes.

With the slogan “High class people smoke high class cigarettes”, Golden Dragon’s billboard and print advertisements portrayed the sophisticated old-money market and those who aspired to be accepted into its ranks.

This Chinese brand’s ad art was seen throughout Shanghai’s cosmopolitan period between the world wars. A partially obscured Golden Dragon ad even makes a cameo in the Tintin classic The Blue Lotus, set in the same era of geopolitical intrigue.

Golden Dragon ads were peopled by slim, well-dressed Westernised Chinese, almost always elegantly lounging on a sofa enjoying a chat. These images of entitled ease, power and effortless appeal tied in with the image of the dragon – associated as it was, within the Chinese zodiac, with the strength and charisma of Chinese emperors.

An advertisement for Golden Dragon cigarettes.

“Golden Dragon Cigarettes I”, part of Samuel Porteous’ “Old Shanghai Reimagined” exhibition. Illustration: Samuel Porteous

These calculated visual cues reinforced the desired association between Golden Dragon and all things “modeng” – a Chinese word coined during China’s interwar period and used to describe something fashionably modern, aspirational and attractive.