NewsColony Chinese stars moonlighting as live-streamers Li JIaqi and Yang Mi joined forces to sell products online during coronavirus, blurring the boundaries between conventional celebrities and live streamers. Photo: @TrendingWeibo/Twitter The line between Chinese celebrities and live streamers continues to blur these days. Luxury brands are expanding their pool of friend-of-the-brand endorsements with top live streamers – Louis Vuitton, for example, tapped both actress Song Jia and “lipstick king” live streamer Li Jiaqi for its much anticipated 520 Chinese Valentine’s Day campaign. Celebrities, actors and singers are jumping on the bandwagon to test out their commercial values on e-commerce platforms, with Yang Mi, Li Xiaolu and Michelle Ye Xuan just a few of the screen stars moonlighting on live streaming portals including Taobao, TikTok and Red Book. So why are Chinese celebrities so eager to embrace the battlefield of live streaming e-commerce, and how are they getting on so...
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