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Top 10 Overview of China’s Most Popular TV Dramas May 2021

These are the best Chinese TV dramas of the moment.

Manya Koetse

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Scene from 'Court Lady' (number 8 on the list). Image via huaren.us.

Time to binge-watch. These are some of the most popular TV dramas in China that are trending this 2021 season. An overview by What’s on Weibo.

It has been some time since we have made our last overview of popular Chinese TV dramas to watch this season. It’s high time to give an update on the latest popular TV dramas in China, especially because they recently often become trending topics on social media.

In a year in which China is focusing on its space program and is celebrating the 100th anniversary of the founding of the Communist Party, it is noteworthy that several TV dramas have come out themed around the military and historical topics that are being pushed in recent propaganda efforts.

We compiled a shortlist of China’s top TV dramas based on recent top lists of the leading search and online video platforms, from Baidu to iQiyi and 360kan. This is not an official list, since various platforms have their own hot lists that differ based on the site. We have compiled a top ten based on a combination of the current trending lists, with these ten shows popping up in the top ten lists across various top-ranking charts.

You can find most of the dramas with English subtitles available on YouTube or elsewhere – if so, we have included a link. These are the 10 shows that are trending around Chinese social media in May of 2021!

 

10. The Glory of Youth (号手就位 Hào shǒu jiù wèi)

  • Date: Premiered in April of 2021 on Zhejiang Satellite TV
  • Genre: Military Drama (49 episodes)
  • Directed by: Li Lu (李路) and Zhang Hanbing (张寒冰)
  • Screenplay by: Ying Liangpang (应良鹏), Feng Jie (丰杰), Zu Ruomeng (祖若蒙), Xue Tianzhe (薛天智). Adapted from the novel Getting Enlisted Upon Graduation (毕业了当兵去) by Feng Jie.
  • Produced by: Propaganda Bureau of the Chinese People’s Liberation Army, Xi’an Qujiang Film and Television Company
  • About: The Glory of Youth is also known under the English title of The Trumpeter in Position. This drama tells the story of four college students joining China’s PLA Rocket Force. It is the first Chinese drama to focus on the Rocket Force.
  • Context: This TV series premiered in the same month when a key module of China’s new permanent space station was launched, with Chinese (popular) media increasingly focusing on China’s ambitious space programme.
  • Trending: The drama’s premiere was held in Beijing on April 9, with nearly 200 officers and soldiers from the PLARF (People’s Liberation Army Rocket Force) attending the event.
  • Link: TLYY (no English subtitles)

 

 

9. Word of Honor (山河令 Shānhélìng)

  • Date: Premiered in February 22 of 2021
  • Genre: Wuxia / Martial arts (36 episodes)
  • Directed by: Cheng Zhichao (成志超), Ma Huagan (马华干), Li Hongyu (李宏宇)
  • Screenplay by: Xiao Chu (小初), adapted from the danmei wuxia novel Tian Ya Ke (Faraway Wanderers) by Priest.
  • Produced by: Ciwen Media, Youku
  • About: Word of Honor tells the story of Zhou Zishu (played by Zhang Zhehan 张哲瀚), the leader of the emperor’s special “Window of Heaven” organization who leaves his post to pursue freedom. In doing so, he unwittingly gets involved with the martial world and the Ghost Valley master Wen Kexing (played by Gong Jun 龚俊), who wanders the world, always looking for a fight.
  • Context:Word of Honor belongs to the danmei genre. Danmei (耽美) and ‘BL’ (for ‘Boys’ Love’) are umbrella terms for contents of ‘bromance’ or male-male homoerotic fiction (read more here). The Chinese web novel author ‘Priest,’ whose work this TV drama is based on, is among one of the most successful authors within the online BL fiction genre in China.
  • Trending: Gong Jun and Zhang Zhehan are super popular as a ‘couple’ among fans of ‘CP’ in Chinese drama. The practice of imagining a relationship between two characters is known as ‘CP,’ an abbreviation for “coupling” or “character pairing.”
  • Link: Viki (with English subtitles), also coming to Netflix!

 

 

8. Court Lady (骊歌行 Lígē xíng)

  • Date: Premiered April 15 of 2021
  • Genre: Costume, drama (55 episodes)
  • Directed by: Wang Xiaoming (王晓明), Bai Yunmo (白云默), Shen Zhaoqing (申兆清)
  • Screenplay by: Feng Nong (风弄)
  • Produced by: Dongyang Huanyu Film Culture Co.
  • About: Court Lady features actress Li Yitong (李一桐) and actor Xu Kai (许凯) as Fu Rou and Sheng Chumu. She is a merchant’s daughter, he is the son of the Duke of Lu. When Fu Rou becomes a court lady and Sheng joins the army, their love is put to the test. Their romantic story is set in the Tang Dynasty (618-907).
  • Context: Over the past years, historical dramas in China faced difficulties due to tightening regulations on TV series distorting history and having a “bad influence on teens.” Dramas such as Court Lady but also The Long Ballad have been celebrated by state media for their “appealing storyline” and “positive messages” about China.
  • Trending: The drama’s costume design is praised for its accuracy and beauty. Over 3000 costumes were designed for this production.
  • Link: Viki (with English subtitles)

 

 

7. Octogenarian and The 90s (八零九零 Bā líng jiǔ líng)

  • Date: Premiered April 21 of 2021 on Hunan TV
  • Genre: City, Family Drama (39 episodes)
  • Directed by: Xu Jizhou (徐纪周) and Yi Jun (易军)
  • Screenplay by: Long Zhenyu (龙振宇), Zhu Junyi (朱俊懿), Wu Yu’er (邬雩儿)
  • Produced by: Zhejiang Huace Film & TV, Xiangxiang Shidai Entertainment, Beijing HualuBaina Film & TV Company, Haining Yueliang Kaihua, Beijing Leben
  • About: “Sunshine Home” is the nursing home founded by Grandma Lin, the grandmother of the carefree millennial girl Ye Xiaomei (played by Wu Qian 吴倩). Carefree, until her grandmother becomes terminally ill and hands the nursing home over to Ye, who learns more from the elderly in the home than she could have ever imagined.
  • Context: As China is dealing with a rapidly ageing population, there is an increased media focus on the lives and struggles of the elderly.
  • Trending: Although this show is among the most popular TV dramas in China at the moment, it has also received criticism for being too superficial.
  • Link: YouTube (with English subtitles)

 

 

6. Faith Makes Great (理想照耀中国 Lǐxiǎng Zhàoyào Zhōngguó)

  • Date: Premiered on May 5th of 2021
  • Genre: Period drama (40 episodes)
  • Directed by: Fu Dongyu (傅东育), who previously won an award for the drama Phurbu & Tenzin.
  • Screenplay by: Liang Zhenhua (梁振华)
  • Produced by: Hunan TV
  • About: Faith Makes Great is a Chinese TV series based on true stories that happened throughout hundred years of communism in China. The drama is an initiative of China’s State Administration of Radio and Television to celebrate the 100th anniversary of the founding of the Chinese Communist Party.
  • Context: 2021 is the year the Chinese Communist Party turns 100. This is one of the TV dramas commemorating the founding of the Party.
  • Trending: One of the episodes of this series features the super popular Chinese celebrity Wang Yibo.
  • Link: YouTube (with English subtitles)

 

 

5. Douluo Continent (斗罗大陆 Dòuluō Dàlù)

  • Date: Premiered on February 5th of 2021
  • Genre: Fantasy / Adventure (40 episodes)
  • Directed by: Yang Zhenyu (杨振宇)
  • Screenplay by: Wang Juan (王倦)
  • Produced by: Tencent, New Classics Media, Xuanshi Tangmen, Dashenquan
  • About: Douluo Continent was adapted from a fantasy novel by the same name written by Tang Jia San Shao (唐家三少). It tells the story of Tang San, played by the ever-popular Chinese celebrity Xiao Zhan. Tang San lost his mother as a child and becomes friends with another orphan named Xiao Wu (Betty Wu) while he is in training to be a Spirit Master. With his rare talents, Tang overcomes many difficulties while growing older and embarking on his journey.
  • Trending: The producers of Douluo Continent issued an apology earlier this year for plagiarizing British TV series His Dark Materials and a role within the computer game League of Legends in the opening scene of the drama.
  • Link: YouTube (with English subtitles)

 

 

4. My Treasure (生活家 Shēnghuó Jiā)

  • Date: Premiered on May 13 of 2021
  • Genre: City Drama (35 episodes)
  • Directed by: Liu Haibo (刘海波), who also directed the 2019 show In the Name of the Law (and many others)
  • Screenplay by: Teng Yang (滕洋)
  • Produced by: iQiyi, Yuanshi Pictures, Tomorrow Film
  • About: My Treasure follows the life of fresh graduate Qiu Dongna (Vicky Chen) and the struggles she faces while starting up her career and dealing with the people thwarting her plans.
  • Context: Over recent years there has been a rise in Chinese TV dramas with a strong female leading role.
  • Trending: The main role of this show, Qiu Dongna (邱冬娜), has won the hearts of many netizens on Chinese social media.
  • Link: YouTube (with English subtitles)

 

 

3. Dancing in the Storm (风暴舞 Fēngbào Wǔ)

  • Date: Premiered April 25th of 2021
  • Genre: City, Spy drama (43 episodes)
  • Directed by: Liu Xin (刘新), who also directed the 2020 hit show Hunting (猎狐)
  • Screenplay by: An Zhiyong (安志勇) and Fu Li (傅莉)
  • Produced by: Ciwen Media, iQiyi, Manmei Film
  • About: Dancing in the Storm focuses on Clark Li Junjie (William Chan 陈伟霆) who works at an information security company where he accidentally discovers the company’s dangerous dealings with external parties. This discovery is the start of an investigation into a complicated web of intrigue.
  • Context: This show should not be confused with another one with a similar title, namely Storm Eye (暴风眼), which is also a 2021 drama. That Chinese ‘national security’ drama came under fire for “overly dramatic plotlines.”
  • Trending: The Weibo hashtag page of this drama (#风暴舞#) has by now received over 260 million views on Weibo.
  • Link: YouTube (no English subtitles)

 

 

2. Awakening Age (觉醒年代 Juéxǐng Niándài)

  • Date: Premiered in February of 2021 on CCTV
  • Genre: “Red drama”, Revolutionary historical drama (43 episodes)
  • Directed by: Zhang Yongxin (张永新)
  • Screenplay by: Long Pingping (龙平平)
  • Produced by: CCTV
  • About: Awakening Age tells the story of how the Party was founded, focusing on the events taking place in between 1916 and 1921.
  • Context: 2021 is the year the Chinese Communist Party turns 100. This is one of the TV dramas commemorating the founding of the Party.
  • Trending: Awakening Age has a hashtag page on Weibo (initiated by CCTV) that by now has received over 590 million views.
  • Link: YouTube (no English subtitles)

 

 

1. A Love for Dilemma (小舍得 Xiǎo Shědé)

  • Date: Produced in 2020 and premiered on iQiyi on April 11, 2021
  • Genre: Family drama (42 episodes)
  • Directed by: Zhang Xiaobo (张晓波), who also directed hit show Nothing But Thirty (三十而已, 2020)
  • Screenplay by: Zhou Yifei (周艺飞)
  • Produced by: iQiyi and Linmon Pictures
  • About: This season’s super popular TV drama A Love for Dilemma is themed around family, parenting, and China’s competitive education system. In the series, two stepsisters compete against each other over the school results of their children. The family’s ‘grandpa’, played by famous actor Zhang Guoli (张国立), tries to create harmony around the dinner table between his daughter and stepdaughter, but the rivalry between the two and how they raise their children intensifies nevertheless. While stepsister Tian Yulan urges her little son to work hard in school and focus on his grades so that he can go to the best high school and university, sister Nan Li places more emphasis on the general development of her children and wants them to enjoy their childhood. Both mothers, however, question their own choices when facing challenges with how their children perform at school.
  • Context: One of the reasons this drama is so popular in China right now is because of its depiction of the competitive education system and parent-child relationships of ordinary Chinese families.
  • Trending: A Love for Dilemma ignited discussions on the term of ‘involution’ on Chinese social media (read more here), especially when discussing China’s education system, where competition starts as early as kindergarten and the pressure on children to succeed in the ‘gaokao’ college entrance exam starts many years before it takes place.
  • Link: iQiyi (including subtitles)

 

Wanna read more on Chinese tv dramas? Check our other articles here.

By Manya Koetse
Follow @whatsonweibo

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

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3 Comments

3 Comments

  1. Avatar

    LIHAN

    May 23, 2021 at 3:17 pm

    确实很专业的网站,加油!

  2. Avatar

    Thiughts and Writings

    July 23, 2021 at 3:49 am

    I love The Long Ballad more than any of these drama listed here. And Ashile Sun is an iconic character justified by Leo Wu’s awesome portrayal.

  3. Avatar

    Raine

    September 15, 2021 at 11:03 am

    Word of Honour is hands down my favourite drama this year.

    Douluo Continent I was enjoying till I realised there were not enough episodes left to finish the story so I didn’t bother finishing it.

    Will keep an eye out for Court Lady on my apps … love Xu Kai.

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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.

Manya Koetse

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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:

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.

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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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.

Manya Koetse

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Li Jiaqi is facing controversy for remarks he made during his recent e-commerce livestream. When viewers made comments about an eyebrow pencil being expensive, he lashed out and asked them if they worked hard enough. Due to his cold attitude and arrogant comments, the ‘lipstick king’ seems to have lost his crown.

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.

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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