In a shocking turn of events, one of China’s most popular influencer couples—famous for their energetic live commerce streams—made the abrupt decision to retire just after raking in a whopping \\$4 million in one day. The couple, who gained more than 15 million followers with their livestream product sales and lifestyle content, left fans in shock with the sudden departure.
The pair noted the suffocating industry pressure, mental fatigue, and personal freedom loss as the primary causes of their exodus. “We earned far more than a lifetime’s sufficient wealth, yet lost time, peace, and privacy,” they posted in a touching goodbye to their fans.
Their departure underscores the punishing requirements of China’s livestreaming economy, where the best influencers stream for hours a day and endure constant audience pressure. Though profitable, the job has become a high-pressure profession with little tolerance for downtime or failure.
Industry watchers are guessing the couple will resurface in some other guise—possibly behind the scenes in e-commerce or brand consulting. For now, their resignation contributes to an increasing trend of burnout-related departures by China’s digital elite.
