Dying to be famous: the Chinese live-streamers killing themselves for clicks, and the lure of online careers

Unemployed or fed up with long working hours, young people in China are drawn to live-streaming for the autonomy it gives them. Some engage in deadly stunts

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Mega influencer Li Jiaqi, known as the “Lipstick King”, applies lipstick while livestreaming. Celebrity live-streamers like him, with their large fan bases and selling power, are becoming an increasingly significant part of the Chinese economy. Photo: Getty Images

Xinrou Shu

Published: 7:15am, 1 Jun 2024Updated: 8:19am, 1 Jun 2024

It was 3.55pm. In her flat in Shanghai, Xu Shihan applied the final touches to her make-up. She then turned on the ring light, fixed her phone on the tripod and took a final look at herself in the mirror.

In five minutes, she would start live-streaming on Douyin, the Chinese version of TikTok.

“Brothers, welcome to my live stream! Have you guys missed me lately? If you have, type it in comments or on danmu,” the 31-year-old shouted into the camera.

Danmu, or bullet screen, is an online form that allows viewers to post comments directly on top of the video. And more danmu means more engagement.

The Douyin account of Chinese live-streamer Li Jiaqi. Influencers with large followings can make considerable amounts of money on Chinese social media. Photo: Douyin / Li Jiaqi

Good-looking but the antithesis of the usual ghost-white mainland Chinese girlie girl, Xu calls her viewers “bros” and her down-to-earth manner and quick wit add to her online flair.

After being laid off as an interior designer in early 2023, Xu began to dabble in live-streaming, and soon, bantering with those commenting became her style.