Gulu Miao (咕噜耄) turns no-frills rental how-tos into a viral “Earth online tutorial”

Viral simplicity

A creator known as Gulu Miao (咕噜耄) has attracted millions of viewers by teaching basic life skills—starting with how to rent an apartment—using plainspoken narration, cat memes and minimal editing. It has been reported that the first video, titled “How to Rent a House,” has more than 4.31 million views and over 347,000 saves on Bilibili (哔哩哔哩), reaching No.2 on the platform’s ranking. Comments poured in with long personal stories, photos of apartments for crowdsourced advice, and follow-up questions ranging from medical checkups to mailing packages.

Why it clicked

The creator’s formula is simple but intentional: short, practical clips aimed at “people just entering society,” a large demographic of anxious young Chinese facing housing and employment hurdles. It has been reported that from the February launch the account grew from zero to about 1.288 million followers on Bilibili and roughly 220,000 on Douyin (抖音), totaling an estimated 1.5 million followers across platforms. Gulu Miao is reportedly a 1990s-born content professional based in Xiamen with more than a decade in editing and operations; the videos take roughly five hours each to write and edit despite appearing effortless, and some viewers have speculated—without verification—about a behind‑the‑scenes team.

What this says about China’s platforms and audiences

Why did such plain content resonate so quickly? The answer lies in a gap: many existing “life hack” creators feature flashy production that doesn’t always solve real problems. Practical, reliable walkthroughs meet an immediate need for fresh graduates and young renters navigating opaque housing markets. It has been reported that multiple subsequent videos from the account have crossed seven-figure view thresholds on Bilibili and near-ten-million views on Douyin, though the account has not yet been widely commercialized.

Broader context

For Western readers: Bilibili and Douyin are two of China’s dominant platforms for video distribution, and creators often chase rapid follower growth as both social capital and a path to monetization. Reportedly, Gulu Miao’s rise shows how niche, serviceable content can cut through even as China’s tech sector operates under tighter regulatory scrutiny and shifting platform policies since 2020. The surge also underscores a social trend—many young Chinese are turning to short-form video for practical guidance on the everyday pressures of adult life.