"Compared with the West, respect for the rules and the spirit of an agreement are not deep-rooted in China. People feel it's natural to help their friends and relatives, regardless of the legitimacy, especially when it only takes a minute. If you don't vote, you are considered stubborn," she said.

Not all the votes are the result of the acquaintance society, though. Hundreds of independent vendors on Taobao, China's major online-shopping platform, offer voting services at about 0.5 yuan (8 cents) per vote.

Li Liang said professional voters were probably involved in the final round of the "New Year Kid" contest in which Little Pomegranate took part.

"I just ate breakfast, and then discovered that one kid had already gained another 500 votes. I don't believe any parent can convince so many people in such a short time," he said.

His family held a meeting and decided that they wouldn't employ professional voters.

"It is not that we can't afford it, because it's not a lot of money," said Li Liang. "Chinese parents will do anything for their children, but this has definitely gone too far. I know that if we did that (employ professional voting services), we would probably consider the same means next time, and that would have a very bad impact on the children.

"I really regret taking part in these activities and feel sorry for inconvenience I caused my friends. I will never put my child in a contest like that again."

Contact the writer at [email protected]