China Arts & Entertainment
Viral Bilibili Video Featuring Rural Carpenter: Disabled & Determined ‘Uncle’ Becomes Chinese Internet Sensation
Yige Caixiang’s touching portrait of his disabled Uncle shows that it’s not about the cards you’re dealt but about how you play them.
A video that was posted on the Chinese video platform Bilibili on Monday, July 25, has gone viral on social media for the inspiring story it tells about a resilient villager who became disabled as a teenager. The video was uploaded by vlogger ‘Yige Caixiang’ (@衣戈猜想) and received over ten million views in a day, becoming the number one video on the Bilibili platform.
“This is my uncle,” the vlogger can be heard saying at the start of the 11:30-minute video, titled “How Uncle Cured My Mental Friction after Being Back in the Village for Three Days” (回村三天，二舅治好了我的精神内耗), introducing his old uncle and grandma standing in front of their home “built at a time when the U.S. didn’t even exist yet.”
While showing footage of family and village life, Yige Caixiang tells about his uncle through a voice-over, recording his own trip to his family’s village by detailing the life of his mother’s brother.
His uncle used to be the brightest kid in school, he tells, always getting top grades. One day, as a teenager, he got sick with a high fever. A doctor in a neighboring village ‘treated’ Uncle with various injections in his backside, after which Uncle could no longer use his leg and ended up being permanently disabled. Feeling depressed and hopeless, he did not return to school and spent weeks lying in bed. The village teachers were unable to convince him to come back to class.
After three years, Uncle stepped outside of the home courtyard for the first time with his crutches. He was inspired to become a carpenter after seeing one at work in the family courtyard, and so he also started doing the same work, and was able to make a living by going around and doing carpentry jobs for villagers. Never formally diagnosed, he was unable to get a disability certificate.
Wanting to visit Tiananmen Square’s Mao memorial hall, Uncle traveled to Beijing one time and ended up staying with a cousin who worked in the military, doing carpentry work for the soldiers, with whom he soon became friends. A military chief even rubbed his back in the public bath house (“people in Beijing are good at rubbing backs,” he’d later say).
But Uncle eventually returned to his village, and was able to attend his sisters’ wedding send-offs and gave them complete furniture sets personally made by him – a rare possession to have for a young rural bride in the 1980s.
Uncle made complete furniture sets.
Besides taking care of his sisters, Uncle also took care of an abandoned village girl named Ning Ning, whom he adopted. By the time she got married, he was able to help the young couple with the down-payment for their new family home, for which he invested half of his life savings.
“It is only when they are near the end of their lives that people come to realize that the biggest regret in life is always regretting the past.”
When Uncle was in his thirties, he became acquainted with a married lady from a nearby village. Although she had a husband and two daughters, she spent a lot of time with Uncle and even cooked and cleaned for him. Treating her as if she was his own wife, he handed over his weekly pay to her and was happy to have a bowl of rice and a warm house waiting for him after a hard day of work.
But as time went on, she never divorced her husband and other family members started seeing her as an intruder who was just out for his money to support her own family. The young Ning Ning even called her an “old fox.”
The ending of this peculiar love story remains somewhat of a mystery up to this day, Yige Caixiang says. The woman and her husband passed away in a shed due to carbon monoxide poisoning. Uncle never spoke of it again and also never married another woman.
As the decades passed, Uncle took care of his aging mother while still doing carpentry work, often taking him with her around the area. Years before, he once encountered the doctor who tried to ‘cure’ him. If this had happened now, the doctor had said, I would’ve been sued and lost lots of money. But that never would have happened at that time, and it never happened later either.
Grandmother, at 88, is now struggling with her health and does not have the energy to go on living anymore. “In aging and sickness we find a necessary exercise between life and death,” the vlogger reflects (“老病是生死之间的必要演习”), suggesting that the pain of growing old also makes it easier to be at peace when having to part with life.
By now, taking care of his old mother has become a full-time job for Uncle, who cooks for her and washes her face in the morning and bathes her feet at night. Besides that, he is also more than just a carpenter; he is the village handyman, repairing electronic devices, door locks, radios, stoves, and even fixing broken toys of the neighborhood children. When it is necessary, he can be an acupuncturist and a painter, too.
Whenever there is a problem, Uncle will find a way to solve it. There’s just three things he can’t repair, Yige Caixang says: smartphones, cars, and computers – because Uncle never owned any. Although the villagers sometimes jokingly call Uncle “crooked” because of his leg and crutches, they all know how much they care for him and how much the entire village depends on him.
In the final part of the 11-minute video, Yige Caixiang reflects on what life might have looked like for his Uncle if he had not received those injections in the 1970s. He probably would have taken the national exams, would have gone to study at university, and maybe would have become an engineer with a good income and secure financial future. But Uncle does not want to think like that. Refusing to look back, he is happy with his life in the village.
It is only when they are near the end of their lives that people come to realize that the biggest regret in life is always regretting the past, Yige Caixiang says. The main thing that matters in life is not the cards you were dealt, but how you play them. Uncle was dealt a bad card, but played it beautifully through his continuous self-improvement and perseverance.
In an old notebook underneath Uncle’s bed, a line of text scribbled on the first page shows a Mao Zedong quote: “Be determined, fear no sacrifice, and surmount every difficulty to win victory” (“下定决心,不怕牺牲,排除万难,去争取胜利”).
“Let Uncle quietly live together with grandma in the small mountain village – that is the most beautiful ending this story could have.”
A day after it was posted, the resilient Uncle is a much-discussed topic on Chinese social media. The overall tone and setting of the video is so spirit-lifting and humbling, that it is not surprising for both netizens and state media outlets to jump on it, just as they did before with stories shared by Ding Zhen, Fan Yusu, or Zhong Jitao.
One hashtag for the short film – “How Uncle Cured My Mental Friction after Being Back in the Village for Three Days” #二舅治好了我的精神内耗# – received a staggering 630 million clicks by Tuesday. The hashtag “Why Did Uncle Blow Up Like That” (#二舅为什么突然火了#) received over 140 million views on Weibo.
The vlogger who made and posted the video is mostly known by his social media handle, Yige Caixiang (衣戈猜想). The maker himself did not release his own real name nor that of his Uncle. The vlogger apparently used to be an instructor, as multiple netizens claim that he was their previous history teacher.
Yige Caixiang is not a Bilibili newcomer. As a creator, he previously uploaded over thirty videos. They are mostly related to popular science and none of them have blown up like this one has.
After the video flooded the internet, Yige Caixiang responded to the hype on Tuesday and posted the following on Weibo:
“Hi Weibo friends, many of you messaged me after seeing Uncle’s video, suggesting I’d let him go livestream on a big streaming site. Thanks to everyone for caring, but now that Uncle is getting some online attention, you want to persuade him to livestream to do what? Repeating his suffering like Xianglin’s Wife (t/n: this is a reference to an old woman in one of Lu Xun’s famous stories), then playing games with a bunch of people who don’t know anything, kneeling and begging them for support, and then suddenly starting to talk them into buying tissue paper? Uncle seriously lived half of his life already, I shared his story now, you heard it and it touched you, this makes a beautiful little story, and it should have a beautiful ending. Didn’t we see enough beautiful stories with a rotten ending over the past few years? Let Uncle quietly live together with grandma in the small mountain village – that is the most beautiful ending this story could have.”
Addressing rumors that the video was not authentic, Yige Caixiang said about the video that “every single word is true” and that none of the details surrounding Uncle’s life had been edited or altered in any way.
The video speaks to netizens for different reasons. Many are inspired due to the life lessons it contains regarding perseverance and not looking back on the things that might have been different. Others praise how Uncle was still able to save so much money for his daughter’s down-payment on her new home despite struggling himself. Many just applaud Uncle’s unparalleled strength despite their disability. Others appreciate the perspective the video gives on Chinese rural life.
There are also those who are concerned about enthusiastic netizens visiting Uncle in his sleepy hometown. Let’s hope the creator’s wish to let Uncle and his grandmother continue their quiet life together is the happy ending this viral story will get.
To view the video (no subtitles yet), state media outlet China Daily posted it to YouTube on Tuesday (embedded below):
By Manya Koetse
With contributions by Miranda Barnes
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China Celebs
Three Reasons Why Lipstick King’s ‘Eyebrow Pencil Gate’ Has Blown Up
From beauty guru to betrayal: why one livestream moment is shaking China’s internet.
PREMIUM CONTENT
Li Jiaqi, also known as Austin Li the ‘Lipstick King,’ has become the focus of intense media attention in China over the past days.
The controversy began when the popular beauty influencer responded with apparent annoyance to a viewer’s comment about the high price of an eyebrow pencil. As a result, his fans began unfollowing him, netizens started scolding him, Chinese state criticized him, and the memes started flooding in.
Li Jiaqi’s tearful apology did not fix anything.
We reported about the incident here shortly after it went trending, and you can see the translated video of the moment here:
China's famous make-up influencer #LiJiaqi is in hot water due to an e-commerce livestream he did on Sunday. When viewers complained about an eyebrow pencil being too expensive (79 RMB/$10.9), he got annoyed, insisting that the product was not expensive at all. Translated video: pic.twitter.com/JDKGMKovDX
— Manya Koetse (@manyapan) September 11, 2023
The incident may seem minor at first glance. Li was merely promoting Florasis brand (花西子) eyebrow pencils, and some viewers expressed their opinion that the pencils, priced at 79 yuan ($11), had become more expensive.
In response, Li displayed irritation, questioning, “Expensive how?” He went on to suggest that viewers should also reflect on their own efforts and whether they were working hard enough to get a salary increase.
But there is more to this incident than just an $11 pencil and an unsympathetic response.
#1 The King Who Forgot the People Who Crowned Him
The initial reaction of netizens to Li Jiaqi’s remarks during the September 10th livestream was characterized by a strong sense of anger and disappointment.
Although celebrities often face scrutiny when displaying signs of arrogance after their rise to fame, the position of Li Jiaqi in the wanghong (internet celebrity) scene has been especially unique. He initially worked as a beauty consultant for L’Oreal within a shopping mall before embarking on his livestreaming career through Alibaba’s Taobao platform.
In a time when consumers have access to thousands of makeup products across various price ranges, Li Jiaqi established himself as a trusted cosmetics expert. People relied on his expertise to recommend the right products at the right prices, and his practice of personally applying and showcasing various lipstick colors made him all the more popular. He soon garnered millions of online fans who started calling him the Lipstick King.
By 2018, he had already amassed a significant fortune of 10 million yuan ($1.53 million). Fast forward three years, and his wealth had ballooned to an astonishing 18.5 billion yuan ($2.5 billion).
Despite his growing wealth, Li continued to enjoy the support of his fans, who appreciated his honest assessments of products during live testing sessions. He was known for candidly informing viewers when a product wasn’t worth buying, and the story of his humble beginnings as a shop assistant played a major role in why people trusted him and wanted him to succeed.
However, his recent change in tone, where he no longer seemed considerate of viewers who might find an $11 brow pencil to be expensive, suggests that he may have lost touch with his own customer base. Some individuals perceive this shift as a form of actual “betrayal” (背叛), as if a close friend has turned their back on them.
The viral cartoon shows Li Jiaqi going from a friendly beggar to angry rat.
One cartoon shared on social media shows Li Jiaqi, with mouse ears, as he initially begs his online viewers for money. However, as he becomes more prosperous, the cartoon portrays him gradually growing arrogant and eventually scolding those who helped him rise to fame.
Many people accuse Li of being insincere, suggesting that he revealed his true colors during that short livestream moment. This is also one of the reasons why most commenters say they do not believe his tears during his apology video.
“He betrayed China’s working class,” one popular vlog suggested.
#2 Internet Celebrity Crossing the Lines
Another reason why the incident involving Li Jiaqi is causing such a storm is related to the media context in which Chinese (internet) celebrities operate and what is expected of them.
Whether you are an actor, singer, comedian, or a famous livestreamer/e-commerce influencer, Chinese celebrities and performers are seen as fulfilling an exemplary role in society, serving the people and the nation (Jeffrey & Xu 2023). This is why, as explained in the 2019 research report by Jonathan Sullivan and Séagh Kehoe, moral components play such a significant role in Chinese celebrity culture.
In today’s age of social media, the role of celebrities in society has evolved to become even more significant as they have a vast reach and profound influence that extends to countless people and industries.
Their powerful influence makes celebrities important tools for authorities to convey messages that align with their goals – and definitely not contradict them. Through the media and cultural industries, the state can exert a certain level of control within the symbolic economy in which celebrities operate, as discussed by Sullivan and Kehoe in their 2019 work (p. 242).
This control over celebrities’ actions became particularly evident in the case of Li Jiaqi in 2022, following the ‘cake tank incident’ (坦克蛋糕事件). This incident unfolded during one of his livestreams when Li Jiaqi and his co-host introduced a chocolate cake in the shape of a tank, with an assistant in the back mentioning something about the sound of shooting coming from a tank (“坦克突突”). This livestream took place on June 3rd, on the night before the 33rd anniversary of the crackdown on the Tiananmen protests.
While Li Jiaqi did not directly touch upon a politically sensitive issue with his controversial livestream, his actions were perceived as a disregard for customer loyalty and displayed an arrogance inconsistent with socialist core values. This behavior garnered criticism in a recent post by the state media outlet CCTV.
Post by CCTV condemning Li’s behavior.
Other state media outlets and official channels have joined in responding to the issue, amplifying the narrative of a conflict between the ‘common people’ and the ‘arrogant influencer.’
#3 Striking a Wrong Chord in Challenging Times
Lastly, Li Jiaqi’s controversial livestream moment also became especially big due to the specific words he said about people needing to reflect on their own work efforts if they cannot afford a $11 eyebrow pencil.
Various online discussions and some media, including CNN, are tying the backlash to young unemployment, tepid consumer spending, and the ongoing economic challenges faced by workers in China.
Since recent years, the term nèijuǎn (‘involution’, 内卷) has gained prominence when discussing the frustrations experienced by many young people in China. It serves as a concept to explain the social dynamics of China’s growing middle class who often find themselves stuck in a “rat race”; a highly competitive education and work environment, where everyone is continually intensifying their efforts to outperform one another, leading to this catch 22 situation where everyone appears to be caught in an unending cycle of exertion without substantial progress (read more here).
Weibo commenters note that, given China’s current employment situation and wage levels, hard work is not necessarily awarded with higher income. This context makes Li Jiaqi’s comments seem even more unnecessary and disconnected from the realities faced by his customers. One Shanghai surgeon responded to Li’s comments, saying that the fact that his salary has not increased over the last few year certainly is not because he is not working hard enough (#上海胸外科医生回应李佳琦言论#).
Some observers also recognize that Li, as an e-commerce professional, is, in a way, trapped in the same cycle of “inversion” where brands are continuously driving prices down to such low levels that consumers perceive it as the new normal. However, this pricing strategy may not be sustainable in the long run. (Ironically, some brands currently profiting from the controversy by promoting their own 79 yuan deals, suggesting their deal is much better than Li’s. Among them is the domestic brand Bee & Flower 蜂花, which is offering special skin care products sets for 79 yuan in light of the controversy.)
Many discussions therefore also revolve around the question of whether 79 yuan or $11 can be considered expensive for an eyebrow pencil, and opinions are divided. Some argue that people pay much more for skincare products, while others point out that if you were to weigh the actual quantity of pencil color, its price would surpass that of gold.
The incident has sparked discussions about the significance of 79 yuan in today’s times, under the hashtag “What is 79 yuan to normal people” (#79元对于普通人来说意味着什么#).
People have shared their perspectives, highlighting what this amount means in their daily lives. For some, it represents an entire day’s worth of home-cooked meals for a family. It exceeds the daily wages of certain workers, like street cleaners. Others equate it to the cost of 15 office lunches.
One netizen posts 79 yuan ($10.9) worth of groceries.
Amid all these discussions, it also becomes clear that many people are trying to live a frugal live in a time when their wages are not increasing, and that Li’s comments are just one reason to vent their frustrations about the situation they are in, In those regards, Li’s remarks really come at a wrong time, especially coming from a billionaire.
Will Li be able to continue his career after this?
Some are suggesting that it is time for Li to take some rest, speculating that Li’s behavior might stem from burn-out and mental issues. Others think that Li’s hardcore fans will remain loyal to their e-commerce idol.
For now, Li Jiaqi must tread carefully. He has already lost 1.3 million followers on his Weibo account. What’s even more challenging than regaining those one million followers is rebuilding the trust of his viewers.
Update: On September 19, the Florasis/Huaxizi brand finally apologized for its late response to the controversy, and the brand stated that the controversy provided an opportunity for them to listen to “the voice of their consumers.” Their decision to release a statement seemed fruitful: they gained 20,000 new followers in a night.
By Manya Koetse
with contributions by Miranda Barnes
Jeffreys, Elaine, and Jian Xu. 2023. “Governing China’s Celebrities.” Australian Institute of International Affairs, 18 May https://www.internationalaffairs.org.au/australianoutlook/governing-chinas-celebrities/ [12 Sep 2023].
Sullivan, Jonathan, and Séagh Kehoe. 2019. “Truth, Good and Beauty: The Politics of Celebrity in China.” The China Quarterly 237 (March): 241–256.
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China Brands, Marketing & Consumers
Eyebrow Pencil Gate: “Lipstick King” Li Jiaqi Loses 630,000 Fans In One Night
China’s famous beauty livestreamer Li Jiaqi is in hot water after his annoyed response about an $11 eyebrow pencil.
Li Jiaqi is losing fans. That is according to a Weibo hashtag that went trending today (#李佳琦掉粉#), which highlights a significant drop of 630,000 Weibo followers in just 24 hours.
For those unfamiliar with Li Jiaqi (1992, English name Austin Li), he is one of China’s most renowned make-up influencers, also known as the “Lipstick King.” Previously a cosmetics salesman, Li has since risen to become one of China’s most celebrated livestreamers, setting numerous records along the way.
In 2018, he broke the Guinness World Record for “the most lipstick applications in 30 seconds.” He once sold 15000 lipsticks in 5 minutes, and also managed to apply 380 different lipsticks in another seven-hour live stream session. Li made international headlines in 2021 when he sold $1.9 billion in goods during a 12-hour-long promotion livestream for Alibaba’s shopping festival.
But now Li is in hot water because of an e-commerce livestream he did on Sunday, September 10th. When some viewers complained that the eyebrow pencil by Huaxi Zi (花西子), Florasis, seems to be getting more expensive (79 RMB, $10.9), Li vehemently defended the cosmetic brand. Seemingly annoyed with his viewers, he insisted that the product was reasonably priced, highlighting the brand’s use of high-quality ingredients and claiming it had not increased its prices for years.
In addition to this, Li began to lecture his audience, questioning whether they had made significant efforts to have received salary raises over the years (Literally: “Sometimes it’s because of yourself, if you haven’t seen a raise in so many years, did you work hard enough?” [“有的时候自己原因好吧。怎么多年了工资张没涨有没有认真工作”]). Even his assistant, next to him, seemed visibly uncomfortable when Li lashed out. We added some subtitled to this short fragment here.
China's famous make-up influencer #LiJiaqi is in hot water due to an e-commerce livestream he did on Sunday. When viewers complained about an eyebrow pencil being too expensive (79 RMB/$10.9), he got annoyed, insisting that the product was not expensive at all.raTnslated video: pic.twitter.com/JDKGMKovDX
— Manya Koetse (@manyapan) September 11, 2023
Later on, Li appeared to recognize his mistake and suggested that people weren’t obligated to purchase the Florasis brand; instead, they could opt for a more affordable eyebrow pencil that he would be promoting later on.
This incident sparked major backlash from fans who voices their anger and disappointment, accusing Li of losing sight of his humble origins and owing everything to his viewers. Starting out by selling Maybelline makeup behind a shop counter, Li rose to prominence alongside the live e-commerce trend, amassing immense wealth thanks to his dedicated fans and viewers.
Why would he now alienate his viewers in such a way? Furthermore, many argued that the Florasis eyebrow pencil is undeniably expensive, with some even making comparisons to the cost of gold when measured by weight.
In the early morning of September 11, Li apologized on his Weibo account. He wrote that he felt disappointed in himself for responding the way he did. “As a livestream host I should send out positive energy, and learn to control my emotions,” he wrote.
Li Jiaqi apology on Weibo.
Later on, he issued an on-camera apology during a livestream. With tears in his eyes, he expressed heartfelt remorse for letting down so many people and acknowledged his mistakes. A related hashtag on Weibo soon got over 430 million clicks (#李佳琦哭着道歉#).
But many people do not appreciate his apologies. The top comment under his written apology post says: “You are making money out of ordinary people and now you turned around saying ordinary people are too poor,” while the most popular comment under the livestream apology said: “If I would earn 5 million yuan a day ($685k), my tears would be much more sincere than yours.”
This meme shows that many viewers do not feel moved by Li’s apologetic tears.
There are more angles to this story. Besides alienating his audience, others also feel he is not being completely transparant. As Li Jiaqi hinted during the livestream, he seems to have a very close relationship with the Florasis brand. Some reports even suggest that the commission rate for his endorsement of the Florasis brand, which was established in Hangzhou six years ago, may have been as high as 80%.
It is not the first time Li gets caught up in controversy. Last year, Li disappeared from China’s e-commerce channels for three months after one of his livestreams made references to shooting tanks. The ‘cake tank incident’ (坦克蛋糕事件) occurred on the night before June 4, the 33rd anniversary of the violent crackdown of the Tiananmen student demonstrations.
However, a notable distinction between that controversy and the current one lies in how his fans reacted. Despite the prior controversy, the majority of his supporters remained loyal to the beauty influencer, extending a warm welcome when he returned in September of 2022.
This time, many followers feel personally attacked by him. While Li Jiaqi defended the brow pencil price by suggesting that “domestic brands are struggling,” some commenters ask: “If domestic brands are struggling, don’t you think the people are also struggling?” (“国货难，国民难道就不难了吗?”)
Earlier this year, a casual remark made by Chinese actress Zhang Yuqi during a livestream also ignited discussions surrounding the stark disparity between the perspectives of celebrities and the financial realities experienced by ordinary individuals. During that promotional livestream, Zhang suggested that 699 yuan ($100) for a cashmere blanket was so cheap, saying: “I don’t even think I can buy a pair of socks with that amount.”
In response to this incident, some commenters mentioned that they could cover their food expenses for an entire month with that money. Many netizens remarked that some Chinese celebrities seem to not only live in a world where everything costs more, but they also seem to reside in a place where “poverty” is defined differently.
By Monday night, Li Jiaqi still had 29,8 million followers on Weibo, although some wondered how many of them were active and authentic Weibo users. Will Li be able to win back the favor of his fans? The numbers will tell.
By Manya Koetse and Miranda Barnes
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