Cross-Dressing Livestreamer's Success Sparks Cultural Discussion

The Chinese entertainment industry witnessed an unprecedented phenomenon when Xiang Zuo, son of prominent business figure Xiang Huaqiang, launched his first crossdressing livestream commerce session. The event not only attracted massive viewership but also demonstrated the evolving landscape of Chinese digital commerce and celebrity culture.

The two-day streaming session proved remarkably successful from a business perspective. Selling primarily high-end cosmetics and beauty products from luxury brands like YSL and Helena, Xiang moved 46 different items and generated sales between 25-50 million yuan. The streams attracted 12 million viewers and helped Xiang gain 285,000 new followers, bringing his total following to 2.508 million.

What makes this case particularly interesting is Xiang’s background and approach. Unlike traditional livestream hosts who typically partner with MCN companies, Xiang operates through his own company, Shanghai Yu Shuang Er Duo, where he holds a 51% stake. His collaboration with Hainan Duty-Free Group demonstrates his ability to secure prestigious commercial partnerships despite unconventional methods.

However, this success has sparked intense debate in Chinese social media. Some view his approach as a clever business strategy that breaks gender stereotypes and traditional expectations of wealthy second-generation entrepreneurs. Others express concern about the potential social impact of such performances and question whether this represents a healthy direction for Chinese entertainment culture.

The phenomenon reflects broader changes in Chinese consumer culture, where entertainment and commerce increasingly intersect in unexpected ways. Xiang’s success suggests that Chinese consumers may be becoming more accepting of non-traditional marketing approaches, though this acceptance remains contentious.

The case also raises interesting questions about authenticity in digital commerce. While some critics dismiss Xiang’s performance as mere spectacle, his business results suggest that Chinese consumers respond positively to bold, unconventional approaches when backed by quality products and effective marketing strategies.

This event has become a lightning rod for discussions about wealth, gender expression, and entertainment in modern China. Whether viewed as innovative marketing or controversial performance, it undeniably represents a significant moment in the evolution of Chinese livestream commerce.

The success also highlights the changing nature of influence and celebrity in China’s digital age. Traditional paths to success are being challenged by new forms of entertainment and commerce that blur previously distinct cultural and gender boundaries.