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The Weibo Boom and its Factors in China Lee, Jung-Hee The purpose of this paper is to find weibo boom, and to find universal and particular factors leading to weibo boom The findings are as follows. First, in China, micro blog is called “weibo.” Last year, the fastest growing internet service was weibo. In 2011, the increase rate of the number of netizens using weibo was 296 percents. In 2011, the increase rate of the weibo was much more than other SNSs. Recently the weibo has also qualitatively grown. In 2010 and 2011, the most important events has been firstly reported in weibo. The big accident of the high speed train was firstly reported through weibo in 2011. Second, universal factors leading to weibo boom are similar to those of twitter boom. The advantage of micro blog is speedy communications of information and link to mobile phones, especially smart phones. Third, particular factors leading to weibo boom in China are different from those of other countries. The state control about mass communications have been strong in China. The people have strong desires for getting and expressing informations and opinions. The substitutes for weibo are lack in China. The number of enterprises opening weibo sites are much more than those of other countries. And the enterprises strategies opening weibo sites are very strong in China.