on september 4, a video about rice field crabs released by northeast rain sister caused controversy. some netizens who claimed to be local villagers who raised rice field crabs posted a lot of detailed evidence in their comment section, such as "authentic panjin rice field crabs are not this big", "crabs are caught on the shore at night", "panjin rice field crabs are very black", etc., proving that the rice field crabs caught by northeast rain sister were arranged in advance and were staged.

in response, dongbei yujie replied in the comment area that the video was filmed at the official invitation of the government to promote panjin's rice field crabs. the misunderstanding was caused by the designated time of the event and the inconvenience of filming at night. currently, the internet celebrity dongbei yujie has removed the video.

according to reports, dongbei yujie, whose real name is chang xiaoyu, is from benxi county, liaoning province. she is nearly 1.8 meters tall, has a sturdy figure, wears her hair in pigtails, and always appears in a capable and tough image. the other protagonist in the video, her husband "lao kuai", is just the opposite. this middle-aged man in his forties is "little bird" in front of dongbei yujie, so netizens also joked that "lao kuai is the only one who married well in the whole network." at present, dongbei yujie has more than 24.48 million fans on douyin.

at the beginning of 2022, @东北雨姐, who was born as a farmer, posted her first short video on douyin, telling the daily life of rural northeast china. with her down-to-earth video style and simple and humorous personality, she has gained more than 17 million fans in more than two years.

she carries half a pig, a copper hot pot half the height of a person, blanchs cabbage with bare hands, fishes pickles out of ice water, carries a large vat weighing hundreds of pounds, and puts down a new year pig weighing hundreds of pounds... all of the above are part of the daily life of sister yu from northeast china. netizens therefore call her the "wolf warrior version of liziqi."

it is reported that at the beginning of 2024, a dj version of "my hometown, northeast china" swept the social platforms of young people, and the one who made this song popular was northeast yu jie.

although she started out as a short video blogger, live streaming is yu jie's main channel for monetization at present.

according to feigua data, she has conducted 14 live broadcasts in the past three months, with cumulative sales of 50 million to 75 million yuan. the products sold by yu jie are mainly food, beverages and fresh products, with an average of more than 3 million viewers per live broadcast.

after the fraud incident, sister yu held two live broadcasts yesterday, with a total sales of about 1,00010,000 yuan—15 million yuan. on the evening of the 7th, the reporter clicked into yu jie’s live broadcast room and found that she once ranked first in the overall list of goods sold, and there were no crab products in the small yellow car.

according to a report by western decision in march this year, tianyancha intellectual property information shows that chang xiaoyu applied to register two "northeast rain sister" trademarks in july 2021, and the international classifications were food and convenience food. the above trademarks were rejected for review in december 2021 and are currently invalid. it is worth mentioning that a food company in nanchang has also applied to register multiple "northeast rain sister" trademarks, and the international classifications involve daily chemical products, education and entertainment, etc. in addition, "northeast rain sister selection" and "northeast rain sister strict selection" have been applied for trademark registration by cao moumou, and at that time they were both waiting for substantive review.

comprehensive from beijing business daily, jimu news,western decision-making, blue whale finance

editor: ye shuyun

proofreading:su huanwen

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