Kǔnbǎng literally means to tie things into a bundle. In drama fandom it is an accusation: a show, or its fans or publicists, keep mentioning a hotter title alongside their own so that some of its attention rubs off. Fans of the hotter title resent it, and the charge is traded between rival fandoms in the run-up to a premiere. Once two shows are airing head to head, as Where the Mask Ends and Tigers Sniff the Rose were from October 23, the comparison stops counting as bundling, which is what one much-liked Weibo reply pointed out.
Where it comes up
Where the Mask Ends vs Tigers Sniff the Rose: How One Hashtag Built a Duel the Calendars Don't Show
A Weibo hashtag read Youku's one-a-day calendar for Where the Mask Ends as a duel with Tencent's Tigers Sniff the Rose. The calendars, CCTV-8's own listings and the comment sections show a premium tier losing its lead over the TV channel, and two earlier disputes over release pace show the grievance is older than either show.