By Lucy Adautin
Chinese authorities are removing online influencers known for showcasing luxurious lifestyles from social media platforms as part of a broader government crackdown on conspicuous displays of wealth.
Last month, China’s Cyberspace Administration, the national internet regulator, launched a campaign against influencers who promote a “wealth-flaunting” persona, showcasing lavish lifestyles to attract followers and traffic.
One such influencer, Wang Hongquan, known for flaunting his opulent lifestyle, had his account on Douyin, the Chinese equivalent of TikTok, banned. Searches for his account now return an error message indicating it was blocked “due to violations of Douyin’s community guidelines.”
Other influencers with similar content, such as Bo Gongzi (Young Wealthy Lord Bai), with 2.9 million followers, and Baoyu Jiajie (Abalone Sister), with 2.3 million followers, have also had their Douyin accounts blocked.
This crackdown comes amid an economic slowdown in China that has significantly impacted the middle class.
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Lyla Lai, a former beauty influencer with over a million followers on Douyin, explained the psychological impact of seeing such wealth online. “When most people are unhappy with their own lives, seeing content that is so disconnected from reality happy and wealthy individuals creates a warped psychology,” she said in a voice message.
Lai, who left Douyin amid criticism over her sales tactics and lifestyle, expressed concerns about young people being influenced by excessive materialism and neglecting their studies. “In the long run, that’s definitely not good for development, so this cleanup is really necessary,” said Lai, now residing in Australia.
She added, “But fundamentally, we need to see the economy develop more, so people can have a greater sense of fulfillment and happiness in their lives, rather than seeking psychological comfort through the internet.”
