As livestreaming continues to gain popularity in China, so do the controversies surrounding the industry. Negative headlines involving high-profile livestreamers, as well as aspiring influencers hoping to make it big, frequently dominate Weibo’s trending topics.

These headlines usually revolve around China’s so-called wǎnghóng (网红) influencers. Wanghong is a shortened form of the phrase “internet celebrity” (wǎngluò hóngrén 网络红人). The term doesn’t just refer to internet personalities but also captures the viral nature of their influence—describing content or trends that gain rapid online attention and spread widely across social media.

Recently, an incident sparked debate over China’s wanghong livestreamers, focusing on Xiaohuxing (@小虎行), a streamer with around 60,000 followers on Douyin, who primarily posts evaluations of civil aviation services in China.

Xiaohuxing (@小虎行)

On October 15, 2024, at Shenzhen Bao’an International Airport, Xiaohuxing confronted a volunteer at the automated check-in counter, insisting she remove her mask while livestreaming the entire encounter. He was heard demanding, “What gives you the right to wear a mask? What gives you the right not to take it off?” and even attempted to forcibly remove her mask, challenging her to call the police.

During the livestream, the livestreamer confronted the woman on the right for wearing a facemask.

He also argued with a male traveler who tried to intervene. In the end, the airport’s security officers detained him. Shortly after the incident, a video of the livestream went viral on Weibo under various hashtags (e.g. #网红小虎行机场强迫志愿者摘口罩#) and attracted millions of views. The following day, Xiaohuxing’s Douyin account was banned, and all his videos were removed. The Shenzhen Public Security Bureau later announced that the account’s owner, identified as Wang, had been placed in administrative detention.

On October 13, just days before, another livestreaming controversy erupted at Guangzhou Baiyun International Airport. Malatang (@麻辣烫), a popular Douyin streamer with over a million followers, secretly filmed a young couple kissing and mocked them, continuing to film while passing through security—an area where filming is prohibited.

Her livestream quickly went viral, sparking discussions about unauthorized filming and misconduct among Chinese wanghong. In response, Malatang’s agent posted an apology video. However, the affected couple hired a lawyer and reported the incident to the police (#被百万粉丝网红偷拍当事人发声#). On October 17, Malatang’s Douyin account was banned, and her videos were removed.

Livestreamer Malatang making fun of the couple in the back at the airport.

In both cases, netizens uncovered additional examples of inappropriate behavior by Xiaohuxing and Malatang in past broadcasts. For example, Xiaohuxing was reportedly aggressive towards a flight attendant, demanding she kneel to serve him, while Malatang was criticized for scolding a delivery person who declined to interact with her on camera.

Comments on Weibo included, “They’ll do anything for traffic. Wanghong are getting a bad reputation because of people like this.” Another added, “It seems as if ‘wanghong’ has become a negative term now.”

 
Rising Scrutiny in China’s Wanghong Economy
 

Xiaohuxing and Malatang are far from isolated cases. Recently, many other wanghong livestreamers have also been caught up in negative news.

One such figure is Dong Yuhui (董宇辉), a former English teacher at New Oriental (新东方) who transitioned to livestreaming for East Buy (东方甄选), where he mixed education with e-commerce (read here). Dong gained significant popularity and boosted East Buy’s brand before leaving to start his own company. Recently, however, Dong faced backlash for inaccurate statements about Marie Curie during an October 9 livestream. He incorrectly claimed that Curie discovered uranium, invented the X-ray machine, and won the Nobel Prize in Literature, among other things.

Considering his public image as a knowledgeable “teacher” livestreamer, this incident sparked skepticism among viewers about his actual expertise. A related hashtag (#董宇辉称居里夫人获得诺贝尔文学奖#) garnered over 81 million views on Weibo. In addition to this criticism, Dong is also being questioned about potential false advertising, which is a major challenge for all livestreamers selling products during their streams.

Dong Yuhui (董宇辉) during one of his livestreams.

Another popular livestreamer, Dongbei Yujie (@东北雨姐), is currently also facing criticism over product quality and false advertising claims. Originally from Northeast China, Dongbei Yujie shares content focused on rural life in the region. Recently, her Douyin account, which boasts an impressive 22 million followers, was muted due to concerns over the quality of products she promoted, such as sweet potato noodles (which reportedly contained no sweet potato). Despite issuing public apologies—which have garnered over 160 million views under the hashtag “Dongbei Yujie Apologizes” (#东北雨姐道歉#)—the controversy has impacted her account and led to a penalty of 1.65 million yuan (approximately 231,900 USD).

From Dongbei Yujie’s apology video

Former top Douyin livestreamer Fengkuang Xiaoyangge (@疯狂小杨哥) is also facing a career downturn. Leading up to the 2024 Mid-Autumn Festival, he promoted Hong Kong Meicheng mooncakes in his livestreams, branding them as a high-end Hong Kong product. However, it was soon revealed that these mooncakes had no retail presence in Hong Kong and were primarily produced in Guangzhou and Foshan, sparking accusations of deceptive marketing. Due to this incident and previous cases of misleading advertising, his company came under investigation and was penalized. In just a few weeks, Fengkuang Xiaoyangge lost over 8.5 million followers (#小杨哥掉粉超850万#).

Fengkuang Xiaoyangge (@疯狂小杨哥) and the mooncake controversy.

It’s not only ecommerce livestreamers who are getting caught up in scandal. Recently, the influencer “Xiaoxiao Nuli Shenghuo” (@小小努力生活) and her mother were arrested for fabricating a tragic story – including abandonment, adoption, and hardships – to gain sympathy from over one million followers and earn money through donations and sales. They, and two others who helped them manage their account, were sentenced to ten days in prison for ‘false advertising.’

 
Wanghong Fame: Opportunity and Risk
 

China’s so-called ‘wanghong economy’ has surged in recent years, with countless content creators emerging across platforms like Douyin, Kuaishou, and Taobao Live. These platforms have transformed interactions between content creators and viewers and changed how products are marketed and sold.

For many aspiring influencers, becoming a livestreamer is the first step to building a presence in the streaming world. It serves as a gateway to attracting traffic and potentially monetizing their online influence.

However, before achieving widespread fame, some livestreamers resort to using outrageous or even offensive content to capture attention, even if it leads to criticism. For example, before his account was banned, Xiaohuxing set his comment section to allow only followers to comment, gaining 3,000 new followers after his controversial livestream at Shenzhen Airport went viral. Many speculated that some followers joined just to leave critical comments, but it nonetheless grew his following.

As livestreamers gain significant fame, they must exercise greater caution, as they often hold substantial influence over their audiences, making accuracy essential. Mistakes, whether intentional or not, can quickly erode trust, as seen in the example of the super popular Dong Yuhui, who faced backlash after his inaccurate comment about Marie Curie sparked public criticism.

China’s top makeup livestreamer, Li Jiaqi (李佳琦), experienced a similar reputational crisis in September last year. Responding dismissively to a viewer who commented on the high price of an eyebrow pencil, Li replied, “Have you received a raise after all these years? Have you worked hard enough?” Commentators pointed out that the pencil’s cost per gram was double that of gold at the time. Accused of “forgetting his roots” as a former humble salesman, Li lost one million Weibo followers in a day (read more here).

This meme shows that many viewers did not feel moved by Li’s apologetic tears after the eyepencil incident.

Despite the challenges and risks, becoming a wanghong remains an attractive career path for many. A mid-2023 Weibo survey on “Contemporary Employment Trends” showed that 61.6% of nearly 10,000 recent graduates were open to emerging professions like livestreaming, while 38.4% preferred more traditional career paths.

 
Taming the Wanghong Economy
 

In response to the increasing number of controversies and scandals brought by some wanghong livestreamers, Chinese authorities are implementing stricter regulations to monitor the livestreaming industry.

In 2021, China’s Propaganda Department and other authorities began emphasizing the societal influence of online influencers as role models. That year, the China Association of Performing Arts introduced the “Management Measures for the Warning and Return of Online Hosts” (网络主播警示与复出管理办法), which makes it challenging, if not impossible, for “canceled” celebrities to stage a comeback as livestreamers (read more).

The Regulation on the Implementation of the Law of the People’s Republic of China on the Protection of Consumer Rights and Interests (中华人民共和国消费者权益保护法实施条例), effective July 1, 2024, imposes stricter rules on livestream sales. It requires livestreams to disclose both the promoter and the product owner and mandates platforms to protect consumer rights. In cases of illegal activity, the platform, livestreaming room, and host are all held accountable. Violations may result in warnings, confiscation of illegal earnings, fines, business suspensions, or even the revocation of business licenses.

These regulations have created a more controlled “wanghong” economy, a marked shift from the earlier, more unregulated era of livestreaming. While some view these measures as restrictive, many commenters support the tighter oversight.

A well-known Kuaishou influencer, who collaborates with a person with dwarfism, recently faced backlash for sharing “vulgar content,” including videos where he kicks his collaborator (see video) or stages sensational scenes just for attention.

Most commenters welcome the recent wave of criticism and actions taken against such influencers, including Xiaohuxing and Dongbei Yujie, for their behavior. “It’s easy to become famous and make money like this,” commenters noted, adding, “It’s good to see the industry getting cleaned up.”

State media outlet People’s Daily echoed this sentiment in an October 21 commentary, stating, “No matter how many fans you have or how high your traffic is, legal lines must not be crossed. Those who cross the red line will ultimately pay the price.”

This article and recent incidents have sparked more online discussions about the kind of influencers needed in the livestreaming era. Many suggest that, beyond adhering to legal boundaries, celebrity livestreamers should demonstrate a higher moral standard and responsibility within this digital landscape. “We need positive energy, we need people who are authentic,” one Weibo user wrote.

Others, however, believe misbehaving “wanghong” livestreamers naturally face consequences: “They rise fast, but their popularity fades just as quickly.”

When asked, “What kind of influencers do we need?” one commenter responded, “We don’t need influencers at all.”

By Wendy Huang
Follow @whatsonweibo

Edited for clarity by Manya Koetse

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On Thursday night, August 8, while most trending topic lists on Weibo were all about the Olympics, a new and remarkable topic suddenly rose to the number one, namely that about the “Illegal Human Bone Case.” Just moments later, however, the topic had already disappeared from the Weibo hot search list.

An article about the topic by Chinese media outlet The Paper (澎湃)¹ that had just been published hours earlier on August 8 had already been taken offline. Later, an article published on The Observer (观察)² was also redirected. Another article published on the website of Caixin and state broadcaster CCTV similarly disappeared, ³ along with many other headlines.⁴

However, at the time of writing, there are some articles on the issue, such as by Sina News or Phoenix News, that remained accessible.

The story centers on Shanxi Aorui Bio-Materials Co., Ltd. (山西奥瑞生物材料有限公司), also known as Shanxi Osteorad in English, a company founded in 1999 that specializes in the production and supply of bone graft products.

On August 7, a prominent Chinese lawyer named Yi Shenghua (易胜华), who has a large following on Weibo, exposed details of Shanxi Aorui’s involvement in illegal and unethical practices surrounding the purchase of human bones. The company engaged in these practices for over eight years, from January 2015 to June 2023, generating an income of 380 million yuan ($53 million) from these activities.

These details had previously been disclosed by the Taiyuan Public Security Bureau in May of this year. The case has allegedly been transferred to the Taiyuan Procuratorate for review and potential prosecution, but it has yet to be concluded due to its complexity, involving some 75 suspects.

Over the years, Shanxi Aorui illegally acquired thousands of human remains, reportedly forging body donation registration forms and other documents to illegally purchase bodies from hospitals, funeral homes, and crematoriums from various places, from Sichuan Guangxi, Shandong, and other places. These human remains were then used to produce allogeneic bone implant materials, primarily sold to hospitals.

Due to the high demand for bone implant materials and limited supply, it is an incredibly lucrative industry. Some reports claim that those selling the human remains to Shanxi Aorui could charge between 10,000 and 22,000 yuan per corpse ($1400-$3000).

“I’ve been a criminal lawyer for many years, and have handled all kinds of cases, but this is the first time for me to be so shocked and angry,” Yi Shenghua wrote in his post (screenshot available via RFA.org).”What makes me particularly lose hope is that the maximum punishment for these kinds of people under the current law is only three years.”

However, Yi Shenghua’s Weibo post about the issue was later blocked from public view. “I can still see my own post, but apparently, others cannot,” Yi wrote at 17:35 on Thursday.

On August 9, China’s major pharmaceutical company Sinopharm issued a statement in light of the controversy surrounding the human bone case, stating it has never had any kind of relationship with the Shanxi Aorui company.

On Friday, the news topic on Chinese social media was tightly controlled. Various media outlets, from Weibo to Douyin, reported on the issue, but despite the public’s interest in the scandal, not a single comment could be seen under multiple threads.

‘Even Douyin blocked the Shanxi Aorui incident. Is this the government stepping in?’ one commenter wondered.

‘Why are they suppressing this hot search topic? Do they think the public is stupid?’ another person wrote.

One individual implicated in this case is Li Baoxing (李宝兴, born 1955), who was General Manager at Shanxi Aorui. Li is a renowned research professor who was reportedly awarded the title of National Model Worker in 2005. He was formerly affiliated with the Institute of Biomaterials Science and Technology at the Chinese Academy of Sciences, where he developed bone implant materials that benefited thousands of patients across the country. He allegedly joined the Communist Party in 1985.

Some commenters called the entire scandal a “horror film,” with Li Baoxing being the director.

“We know about 4000 [human remains], what about those we don’t know about?”

“These so-called ‘human remains’ were once people like you and me,” another Weibo user wrote: “They were alive, their voices and smile are still in the hearts of family and friends. They liked to be clean, they had their privacy, they are still being missed. We can’t replace ourselves or our loved ones, [yet] they were used and peeled layer by layer.”

By Manya Koetse

Follow @whatsonweibo

¹ Title: “探访涉盗卖数千具人体骨骼的山西奥瑞公司，此前已被公安查封” (“Investigation into Shanxi Aorui Bio, involved in the illegal sale of thousands of human bones, which had previously been seized by police”). Original link: https://www.thepaper.cn/newsDetail_forward_28348324

² Title: “涉嫌非法盗卖数千具遗体用于制作植入材料，山西奥瑞生物八年营收3.8亿” (“Suspected of illegally stealing and selling thousands of human remains for use in making implant materials, Shanxi Aorui Bio made an eight-year revenue of 380 million yuan”). Original link: https://www.guancha.cn/GongSi/2024_08_08_744234.shtml

³ CCTV’s publication is the same as the article published by The Paper, namely: “探访涉盗卖数千具人体骨骼的山西奥瑞公司，此前已被公安查封” (“Investigation into Shanxi Aorui Bio, involved in the illegal sale of thousands of human bones, which had previously been seized by police”). Original link: https://news.cctv.com/2024/08/08/ARTIkxoJEQuHmvTxmxGVmDug240808.shtml. Caixin’s publication was titled “75人卷入山西盗窃倒卖遗体案 多地民政局称已跟进调查” (75 people involved in the theft and sale of human remains in Shanxi, investigations underway by various civil affairs bureaus).

⁴ For example, by Sina News: “起底倒卖4000具尸体操控者李宝兴- 曾获“全国劳模”称号” (“Li Baoxing, the manipulator who speculated in 4,000 corpses, was awarded the title of “national labor model”). Original link: https://finance.sina.com.cn/chanjing/gsnews/2024-08-08/doc-inchxqva1690315.shtml?cre=sinapc&mod=g.

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