From the return of China’s YouTube Queen to scandals involving fake personas and false advertising, here are the viral influencers of the year
Influencers and livestreamers have become increasingly popular career choices in China, drawn by the low barrier to entry and high earning potential. However, going viral is no easy feat and carries significant risks. In 2024, a number of high-profile figures with millions of followers experienced sudden downfalls due to scandals ranging from selling low-quality products to faking their public persona. These controversies have fueled public distrust in the industry. Meanwhile, farm-life influencer Li Ziqi made a comeback online after three years of absence from the public eye, captivating millions with her new videos on traditional crafts and pushing her reputation to new heights.
Love them or hate them, these viral figures have dominated countless water cooler conversations. After spending (probably an unhealthy amount of) time dissecting these incidents here at the TWOC office, we’ve compiled our list of the most viral—and infamous—influencers of 2024:
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