The Happiness Group and the Baptism Competition: How a Gospel-Spreading Program Led to Failure

This article presents a case study that examines why a seemingly effective evangelistic strategy failed within the Sien Church in Wenzhou, China. By tracing the implementation of the religious ministry, it argues that the patriarchal leadership style, goal-oriented strategy, and emphasis on public impression management ultimately undermined the church’s original mission. The pursuit of efficiency and an obsession with numbers created new pressures and anxieties among various teams, transforming the Sien Church’s evangelistic plan into a target-driven competition focused on “baptism numbers” and “conversion rates”. Furthermore, fundamentalist teachings, intertwined with the church’s disciplinary structures, collectively fueled this baptism competition. Finally, the article situates the failure of the gospel project within a broader cultural context and local community.