Chinese influencer couple quits livestreaming despite 15 million followers and earning 230 million Yuan daily—here's why
Chinese influencer couple quits livestreaming despite 15 million followers and earning 230 million Yuan in a day
South China Morning Post
How a viral love story turned this couple into livestream millionaires
Why this viral couple walked away after 1,000 live sessions
How this couple made millions daily through livestreaming
The emotional cost of constant success
The announcement and public response
What lies ahead for @Caihongfufu
In a decision that has reverberated throughout China's vast social media landscape, popular influencer couple Sun Caihong and Guo Bin—known to their 15 million followers as @Caihongfufu—have announced they are stepping back from live-streaming. After five relentless years, over 1,000 livestreams, and a meteoric rise to digital fame, the couple cited physical exhaustion, vocal cord damage, and family neglect as key reasons for their hiatus.This move comes after years of broadcasting for up to eight hours a day while simultaneously raising four children and managing a rapidly expanding e-commerce empire. Sun's deeply personal reflections, shared in an interview with, shed light on the emotional and physical toll exacted by China's high-pressure influencer economy. Their story offers a unique glimpse into the intersection of digital success, entrepreneurial hustle, and personal sacrifice.Before becoming livestream celebrities, Sun Caihong and Guo Bin worked as insurance salespeople. Their initial income, around 1 million yuan annually (approx. Rs 11.6 lakh), afforded them a modest lifestyle. The couple lived in a cramped 8-square-meter rented room. Despite limited resources, they demonstrated strong business acumen, purchasing their first home and car from their early earnings.Their digital journey began in 2020 when they shared a video chronicling their love story. The relatable and heartfelt content resonated widely, and they gained 3 million followers within just a year. This viral success marked their transition from offline sales to online marketing, laying the foundation for what would become a lucrative e-commerce venture.The couple quickly pivoted into livestream-based sales, capitalizing on China's booming e-commerce ecosystem. Their sessions often lasted over eight hours each day, blending storytelling, product reviews, and direct consumer engagement. With over 1,000 live sessions under their belt, @Caihongfufu emerged as one of China's most recognizable online retail influencers.Sun revealed that she continued working through all four of her pregnancies. 'I never stopped working, even while I was giving birth to four children,' she said. The pressure to maintain momentum, both as a mother and entrepreneur, became a source of emotional and physical stress.Sun developed vocal cord issues due to the non-stop streaming. In her interview, she emphasized the damage to her health, saying: 'I had no time to keep my family company, and no time to treat damage to my vocal cords.' The constant strain of performing live, combined with little to no personal downtime, led to severe burnout.By 2022, the couple reported record-breaking numbers. They once generated 230 million yuan (approx. Rs 266.88 crore) in a single day and reportedly earned 4 million yuan (around Rs 4.6 crore) daily at peak performance. Their income and audience engagement placed them among China's top e-commerce streamers.Their financial success led to a remarkable lifestyle transformation. They moved into a spacious 260-square-meter apartment worth 6 million yuan, bringing their parents and siblings into the business. This shift symbolized their journey from working-class roots to digital affluence.Despite their achievements, Sun and Guo admitted that the quest for financial stability evolved into an exhausting pursuit. 'We were from the underclass. We should be content with what we have already earned,' they reflected. The desire to break away from poverty became an all-consuming mission, leading to years of self-neglect.Sun's candid revelations highlighted a critical theme: the erosion of family and self-care in pursuit of digital success. She confessed that the demands of constant content creation left no room for meaningful time with her children or husband. The resulting emotional strain contributed heavily to her decision to take a break.Sun officially instructed her team to stop scheduling livestreams, confirming the couple's decision to step away temporarily. At 35 years old, she emphasized the importance of taking time to heal, rest, and rebuild her relationship with her family. 'I will learn to rest and enjoy life together with my 32-year-old husband,' she stated.The couple's announcement was met with overwhelming support. Many followers praised the decision, calling it 'wise' and long overdue. Comments such as 'you've made enough money' and 'health comes first' echoed across social media, highlighting a growing awareness of influencer burnout and mental health.Sun made it clear that this is a pause, not a permanent exit. The couple intends to return to live-streaming once they've found a better work-life balance. Their future approach may include shorter sessions, shared hosting responsibilities, or a hybrid model of content creation and brand management.Their story—marked by resilience, transformation, and eventual self-awareness—will likely serve as a benchmark for aspiring content creators in China. It underscores that while financial success is possible in the digital age, sustainability and mental health must be prioritized for long-term fulfillment.
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