China’s Crackdown on ‘Wealth Flaunting’ Resumes – What’s the Purpose?

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[People News] On one hand, the Chinese government urges the public to "speak positively" about the economy, while on the other, it is intensifying its crackdown on the phenomenon of "wealth flaunting." Recently, social media accounts of influencers known for flaunting their wealth have been shut down, and some financial companies have labeled wealth flaunting as a reputational risk. So, what is the government’s real objective behind this crackdown?

According to Radio Free Asia, following the conclusion of the National People's Congress (NPC) and the Chinese People's Political Consultative Conference (CPPCC) ("Two Sessions"), the Chinese Communist Party (CCP) has once again launched a campaign against wealth flaunting. On Wednesday (March 12), Douyin permanently banned the account of influencer Gu Qianqian, who had nearly five million followers. The news quickly attracted public attention and even trended on Weibo.

Multiple Chinese media outlets reported that, in addition to Gu Qianqian, several other influencers known for posting wealth-flaunting content have also had their accounts banned. Prior to taking action, Douyin had already issued an announcement stating that it would crack down on inappropriate behavior such as "hyping up wealth flaunting." The platform specifically listed content featuring "experiencing the life of a millionaire," "luxurious lifestyles," and "withdrawing large sums of cash in sacks" as forms of wealth flaunting. Such content would be subject to account bans, video removals, and the revocation of live-streaming privileges.

Some internet users and bloggers have praised the crackdown, arguing that wealth-flaunting content does not reflect the reality of society.

The blogger Qinglan Travel commented: "Given the current situation, people are still flaunting their wealth? Who actually drinks Moutai and eats lavish seafood banquets every day? Ordinary people live simple lives—just having a meal is good enough. If you have a car to get around, you’re already doing well. How many people are in debt? How many are unemployed?"

Other bloggers analyzed the influencers who had their accounts banned, pointing out that some claimed to earn 300,000 yuan a day, while others boasted about making money effortlessly. These influencers failed to provide any motivation or encouragement for people to work hard.

The blogger Dayu on Traffic remarked: "These influencers only show off their wealth but never talk about their struggles. They flaunt their luxury cars and mansions, spending tens of thousands on a single meal or hundreds of thousands on a night in a hotel. They build an image of extreme wealth, only to sell products to their followers—essentially exploiting ordinary people. This naturally provokes public outrage, so it was only a matter of time before they were banned."