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Sudden events of crisis ('focusing events') trigger intense media reporting, which in turn can prompt political decision-makers to respond with an adjustment of existing policies. As such, focusing events can potentially lead to long-term policy change on a certain issue. This article explores the sudden and intense period of air pollution in Beijing in January 2013 as a focusing event. The episode, which international media referred to as 'Airpocalypse', triggered widespread discussion and policy adjustments that can be assumed to have accelerated the control of air pollution in China. The 'Airpocalypse' was not the first event of intense air pollution in Beijing, but the only one which seemingly caused lasting sociopolitical changes. The aim of this article is to explore the underlying situational factors that enabled the 'Airpocalypse' to be more relevant than other events of severe air pollution. This paper argues that a combination of historically high pollution, improved access to information, increasing government willingness to address the issue, and the ability of media to more openly discuss air pollution created a public pressure situation to which the government was prompted to respond in a stronger way than during previous events of heavy air pollution. [ABSTRACT FROM AUTHOR]