One of China’s most prominent influencers, Li Jiaqi, has come under scrutiny for dismissing a young follower’s complaint about the high prices of makeup products as “nonsense.”
Li Jiaqi, known as “Lipstick King,” made a remark that those unable to afford a 79 yuan ($11; £9) eyebrow pencil had not worked “hard enough.” This comment has struck a chord as China’s youth grapple with job scarcity in a sluggish post-pandemic economy. The 31-year-old influencer has apologized, but the debate sparked by his remarks continues.
The controversy has resonated with many who commented on social media, saying, “What hurt people was not the 79 yuan price but your attitude and opinions towards us.”
“You are unaware of the current economic climate. Many people are still striving hard and facing difficulties just to retain their jobs,” one comment stated.
The last six months have witnessed a series of adverse developments in China’s economy. Youth unemployment has reached record levels, with over one in five individuals aged 16 to 24 being unemployed as of July. The following month, officials announced a temporary halt in unemployment data publication.
The real estate sector, which once contributed significantly to China’s wealth, has been teetering on the edge of a full-blown crisis for a while. Many economists have downgraded their forecasts for China’s economic growth, with most projections falling below the government’s target of around 5%.
Li Jiaqi, who gained fame in 2017 as a host of online sales sessions on Taobao, is a highly successful salesperson in China. He promotes various products, from food to cosmetics and homeware, and reportedly sells millions of dollars’ worth of items each night. He earned the nickname “Lipstick King” by selling 150,000 lipsticks in just five minutes. While he has amassed approximately 150 million followers across multiple platforms, that number has dwindled since his controversial comments.
Critics argue that given the grim prospects faced by millions of young Chinese people, Li’s comments demonstrate that his celebrity status has desensitized him to their struggles. However, the backlash also highlights the disillusionment prevalent among China’s youth.
The controversy began when Li was live-streaming a sales pitch for an eyebrow pencil from the Chinese cosmetics brand Florasis. In response to a viewer’s comment about the high price of the eyebrow pencil, Li retorted that the price had remained the same for years and suggested that people who hadn’t received a pay raise needed to reflect on their efforts and questioned their work ethic.
The backlash on social media prompted a series of hashtags on Weibo. A substantial portion of Li’s followers are young Chinese women who have also been adversely affected by the economic downturn.
Many users shared stories of financial struggles, stagnant wages, and the rising cost of living. Some expressed their reluctance to participate in large sales events and instead focused on purchasing essential items.
State media also criticized Li, with CCTV accusing him of arrogance after becoming successful and deeming him “disgusting.”
Li has faced controversy in the past, including displaying a tank-shaped ice cream cake on his show shortly before the anniversary of the Tiananmen Square crackdown. The incident led to his broadcast being abruptly cut, and he disappeared from the screen for three months before returning in September the following year.