Social media platforms have evolved into a significant conduit for propagating consumerist values and boosting consumption (Linden & Linden, 2016; Milner, 2015). Media language plays a crucial effect in enabling and inhibiting consumer behavior (Lee et al., 2014; Pezzuti et al., 2021; Stephen, 2016). This study employs the notion of “contradictory digital narratives” to investigate how excessive, inaccurate misrepresentations of ‘beiou feng’ (Nordic style) are continually generated and debunked in Chinese cyberspace. We studied corpus data extracted from 11,978 WeChat subscription account posts with ‘beiou feng’ in the headlines and found inconsistent semantics regarding Nordic style in Chinese social media. On the one side, the Nordic style is typically defined with positive language, with an emphasis on promoting its simple, monochromatic, and eco-friendly qualities. This quasi-worship dissemination even includes eye-catching phrases that appear to be negative, such as ‘xing leng dan’ (sexually apathetic). On the other side, the widespread consumer-oriented narrative has been repeatedly clarified and discredited online by other parties. They aim to facilitate internet users’ comprehension of the authentic presentation of the Nordic style through aesthetic introductions. We address the findings in the context of the discrepancy between Chinese commercial media (shangye meiti) and self-published media (zi meiti) in terms of their distinct communication methods and operational objectives. We suggest that the cycle of deception and refutation is generated by two media-based online practices: digital narratives aiming to influence consumer perceptions and dialogues intended to attract online attention.