When officials become 'internet celebrities'

Officials as influencers — statecraft or spectacle?

Local officials in China are increasingly taking to social platforms to become "internet celebrities" — or wanghong (网红) — trading robes for livestreams to promote local products and services. The phenomenon has been framed by some local governments as a new tool of governance: boost rural incomes, meet economic targets and shape public opinion in one go. But is it public service or publicity stunt?

Platforms, reach and the business of attention

It has been reported that officials are using popular apps such as Douyin (抖音), Kuaishou (快手) and Weibo (微博) — and sometimes e-commerce channels like Taobao (淘宝) — to host livestreams that move agricultural produce and tourist packages. Reportedly, some sessions attract millions of viewers and translate directly into sales and short-term headline wins for cadres. For Western readers: livestream commerce in China is a mainstream retail channel, not a niche — think live selling meets local government promotion.

Why now — policy, performance and risks

This trend sits at the intersection of Beijing’s push for digitalization and its longstanding emphasis on performance metrics such as local GDP and poverty alleviation. It also reflects the Party’s interest in controlling narratives online. But the approach raises obvious risks: credibility erosion, the blurring of public office and personal brand-building, the potential for corruption, and the attention economy’s distortion of governance priorities. Regulators have previously tightened rules on influencers and platform behavior — will they draw a line when officials become the stars?

Is this state modernizing outreach or turning governance into a ratings game? The answer will matter for how citizens, media and higher-level authorities judge the balance between publicity and public service.