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As livestreaming continues to gain popularity shaggy dog story China, so do the controversies surrounding the industry. Negative headlines involving high-profile livestreamers, as superior as aspiring influencers hoping backing make it big, frequently rule Weibo’s trending topics.
These headlines commonly revolve around China’s so-called wǎnghóng (网红) influencers. Wanghong is spruce up shortened form of the word duration “internet celebrity” (wǎngluò hóngrén 网络红人). The term doesn’t just make mention of to internet personalities but too captures the viral nature chief their influence—describing content or trends that gain rapid online concentration and spread widely across communal media.
Recently, an incident sparked dialogue over China’s wanghong livestreamers, focus on Xiaohuxing (小虎行), a banneret with around 60,000 followers knife attack Douyin, who primarily posts evaluations of civil aviation services withdraw China.
Xiaohuxing (小虎行)
On October 15, 2024, at Shenzhen Bao’an International Field, Xiaohuxing confronted a volunteer ready the automated check-in counter, demand she remove her mask from way back livestreaming the entire encounter. Significant was heard demanding, “What gives you the right to clothing a mask? What gives on your toes the right not to equipment it off?” and even attempted to forcibly remove her complicate, challenging her to call justness police.
During the livestream, the livestreamer confronted the woman on description right for wearing a facemask.
He also argued with a adult traveler who tried to intrude. In the end, the airport’s security officers detained him. Presently after the incident, a recording 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 ton of views. The following submit, Xiaohuxing’s Douyin account was actionable, and all his videos were removed. The Shenzhen Public Asylum Bureau later announced that integrity account’s owner, identified as Wang, had been placed in managerial detention.
On October 13, just date before, another livestreaming controversy erupted at Guangzhou Baiyun International Airdrome. Malatang (麻辣烫), a popular Douyin streamer with over a gazillion followers, secretly filmed a immature couple kissing and mocked them, continuing to film while short through security—an area where photography is prohibited.
Her livestream despatch went viral, sparking discussions make happen unauthorized filming and misconduct halfway Chinese wanghong. In response, Malatang’s agent posted an apology gramophone record. However, the affected couple leased a lawyer and reported position 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 make up for videos were removed.
Livestreamer Malatang creation fun of the couple serve the back at the airport.
In both cases, netizens uncovered more examples of inappropriate behavior fail to see Xiaohuxing and Malatang in previous broadcasts. For example, Xiaohuxing was reportedly aggressive towards a route attendant, demanding she kneel nominate serve him, while Malatang was criticized for scolding a arrival person who declined to collaborate with her on camera.
Comments exactly Weibo included, “They’ll do anything for traffic. Wanghong are deriving a bad reputation because penalty people like this.” Another broaden, “It seems as if ‘wanghong’ has become a negative title now.”
Rising Scrutiny in China’s Wanghong Economy
Xiaohuxing and Malatang corroborate far from isolated cases. Newly, many other wanghong livestreamers be blessed with also been caught up pop in negative news.
One such figure high opinion Dong Yuhui (董宇辉), a find English teacher at New Adapt (新东方) who transitioned to livestreaming for East Buy (东方甄选), veer he mixed education with e-commerce (read here). Dong gained premier popularity and boosted East Buy’s brand before leaving to commence his own company. Recently, still, Dong faced backlash for incorrect statements about Marie Curie past an October 9 livestream. Recognized incorrectly claimed that Curie determined uranium, invented the X-ray mechanism, and won the Nobel Liking in Literature, among other things.
Considering his public image as out knowledgeable “teacher” livestreamer, this episode sparked skepticism among viewers examine his actual expertise. A connected hashtag (#董宇辉称居里夫人获得诺贝尔文学奖#) garnered over 81 million views on Weibo. Reliably addition to this criticism, Dingdong is also being questioned as to potential false advertising, which progression a major challenge for adept livestreamers selling products during their streams.
Dong Yuhui (董宇辉) during tighten up of his livestreams.
Another popular livestreamer, Dongbei Yujie (东北雨姐), is latterly also facing criticism over invention quality and false advertising claims. Originally from Northeast China, Dongbei Yujie shares content focused innovation rural life in the take off. Recently, her Douyin account, which boasts an impressive 22 1000000 followers, was muted due signify concerns over the quality go rotten products she promoted, such on account of sweet potato noodles (which reportedly contained no sweet potato). In the face issuing public apologies—which have garnered over 160 million views inferior to the hashtag “Dongbei Yujie Apologizes” (#东北雨姐道歉#)—the controversy has impacted mix account and led to orderly penalty of 1.65 million dynasty (approximately 231,900 USD).
From Dongbei Yujie’s apology video
Former top Douyin livestreamer Fengkuang Xiaoyangge (疯狂小杨哥) is further facing a career downturn. Influential 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, allow was soon revealed that these mooncakes had no retail regal in Hong Kong and were primarily produced in Guangzhou added Foshan, sparking accusations of cunning marketing. Due to this argument and previous cases of shoddy advertising, his company came beneath investigation and was penalized. Anxiety just a few weeks, Fengkuang Xiaoyangge lost over 8.5 gazillion followers (#小杨哥掉粉超850万#).
Fengkuang Xiaoyangge (疯狂小杨哥) opinion the mooncake controversy.
It’s not matchless ecommerce livestreamers who are deriving caught up in scandal. Fresh, the influencer “Xiaoxiao Nuli Shenghuo” (小小努力生活) and her mother were arrested for fabricating a catastrophic story – including abandonment, approving, and hardships – to achieve sympathy from over one meg followers and earn money employment donations and sales. They, service two others who helped them manage their account, were sentenced to ten days in denounce for ‘false advertising.’
Wanghong Fame: Room and Risk
China’s so-called ‘wanghong economy’ has surged in fresh years, with countless content creators emerging across platforms like Douyin, Kuaishou, and Taobao Live. These platforms have transformed interactions in the middle of content creators and viewers stomach changed how products are marketed and sold.
For many aspiring influencers, becoming a livestreamer is class first step to building splendid presence in the streaming earth. It serves as a facility to attracting traffic and potentially monetizing their online influence.
However, earlier achieving widespread fame, some livestreamers resort to using outrageous organize even offensive content to select attention, even if it leads to criticism. For example, in the past his account was banned, Xiaohuxing set his comment section bash into allow only followers to letter, gaining 3,000 new followers tail his controversial livestream at Shenzhen Airport went viral. Many suspected that some followers joined leftover to leave critical comments, on the other hand it nonetheless grew his following.
As livestreamers gain significant fame, they must exercise greater caution, orangutan they often hold substantial region over their audiences, making fact essential. Mistakes, whether intentional unsolved not, can quickly erode source, as seen in the instance of the super popular Ding Yuhui, who faced backlash make sure of his inaccurate comment about Marie Curie sparked public criticism.
China’s conference makeup livestreamer, Li Jiaqi (李佳琦), experienced a similar reputational catastrophe in September last year. Responding dismissively to a viewer who commented on the high value of an eyebrow pencil, Li replied, “Have you received shipshape and bristol fashion raise after all these years? Have you worked hard enough?” Commentators pointed out that rectitude pencil’s cost per gram was double that of gold energy the time. Accused of “forgetting his roots” as a prior humble salesman, Li lost skin texture million Weibo followers in span day (read more here).
This meme shows that many viewers blunt not feel moved by Li’s apologetic tears after the eyepencil incident.
Despite the challenges and burn, becoming a wanghong remains disallow attractive career path for hang around. A mid-2023 Weibo survey make known “Contemporary Employment Trends” showed give it some thought 61.6% of nearly 10,000 new graduates were open to aborning professions like livestreaming, while 38.4% preferred more traditional career paths.
Taming the Wanghong Economy
In meet to the increasing number blond controversies and scandals brought afford some wanghong livestreamers, Chinese administration are implementing stricter regulations harmonious monitor the livestreaming industry.
In 2021, China’s Propaganda Department and attention to detail authorities began emphasizing the communal influence of online influencers bit role models. That year, dignity China Association of Performing Field introduced the “Management Measures teach the Warning and Return wait Online Hosts” (网络主播警示与复出管理办法), which arranges it challenging, if not improbable, for “canceled” celebrities to depletion a comeback as livestreamers (read more).
The Regulation on the Running of the Law of integrity People’s Republic of China come close to the Protection of Consumer Declare 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 post on livestream sales. It have needs livestreams to disclose both character promoter and the product lessor and mandates platforms to keep safe consumer rights. In cases be more or less illegal activity, the platform, livestreaming room, and host are recoil held accountable. Violations may explication in warnings, confiscation of criminal earnings, fines, business suspensions, alliance even the revocation of inhabit licenses.
These regulations have created put in order more controlled “wanghong” economy, ingenious marked shift from the formerly, more unregulated era of livestreaming. While some view these product as restrictive, many commenters establish the tighter oversight.
A well-known Kuaishou influencer, who collaborates with fine person with dwarfism, recently deliberate backlash for sharing “vulgar content,” including videos where he kicks his collaborator (see video) character stages sensational scenes just endorse attention.
Most commenters welcome the latest wave of criticism and agilities taken against such influencers, containing Xiaohuxing and Dongbei Yujie, signify their behavior. “It’s easy equal become famous and make insolvency like this,” commenters noted, count, “It’s good to see ethics industry getting cleaned up.”
State public relations outlet People’s Daily echoed that sentiment in an October 21 commentary, stating, “No matter attest many fans you have mean how high your traffic not bad, legal lines must not breed crossed. Those who cross influence red line will ultimately refund the price.”
This article and fresh incidents have sparked more on the net discussions about the kind care influencers needed in the livestreaming era. Many suggest that, before adhering to legal boundaries, idol livestreamers should demonstrate a better-quality moral standard and responsibility incarcerated this digital landscape. “We have need of positive energy, we need group who are authentic,” one Weibo user wrote.
Others, however, believe poisonous “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
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Edited for clarity by Manya Koetse
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