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after being caught up in the public opinion storm, the "tsai ing-wen's family" account lost nearly 100,000 followers in two days.

on september 18, xiaoying was exposed for allegedly giving away two girls, and the topic became a hot search topic. village officials said that yang zaoying's (xiaoying) family had previously been a registered poor household, and there were two children in the family. they were also verifying the online claims.

on september 20, tsai ing-wen released a video with the caption "i want to say something but i don't know what, i'll just let nature take its course," seemingly in response to the controversy.

looking back at the "xiaoying family" account, we can see that in two years, xiaoying gradually expanded the account to more than 5 million followers. she has more than 200 live broadcasts a year, and her sales have reached tens of millions of yuan.

【1】out of the circle: "moga" and "xiaoying's cow"

in the first half of this year, the "xiaoying's family" account became popular on social platforms, and memes such as "moga", "xiaoying's cow", and "i wish you marry shang laru" frequently appeared in the circle.

xiaoying's real name is yang zaoying, and she is from xundian county, yunnan. the homepage of her account introduces xiaoying as "born in 1996, with two children, no parents-in-law, no education, and she farms and raises cattle at home." according to xinmin weekly, xiaoying spent 68 yuan to learn editing and seized the opportunity to become an internet celebrity.

the account records xiaoying's life in rural yunnan. in most of the videos, xiaoying wears a headscarf, has a tanned skin from years of hard work, and has rough hands. her image fits the public's perception of rural women.

the first video of "xiaoying's family" / video screenshot

xiaoying has endless work to do every day. in the video, mowing grass is one of the things she often does. she has to mow grass every day to feed the cows, then harvest corn, cook, do housework, take care of the children, and take care of her husband shang laru.

xiaoying is very hardworking, but she doesn't seem to be that smart, so her family is still a mess. the house is never clean, the clothes are neat but hard to match, and the cows are starving. xiaoying often does some ridiculous "magic operations", such as eating moldy tofu after washing it, and drinking rice wine while working and often getting drunk in the fields.

in the context of the "beautiful" social media platform, the suffering of xiaoying's family was like a bolt from the blue, attracting many people's attention. as more and more people paid attention to her, many "stalks" related to xiaoying frequently went viral.

xiaoying likes to use the word "moga" as the beginning of her videos. over time, everyone has learned this catchphrase. just when everyone thought it was a yunnan dialect, xiaoying explained that "moga" means "oh my god". she only briefly shouted two of the sounds, which shocked the public and they joked that they were "backstabbed".

the cows raised by xiaoying were starved to the point that only skeletons were left. netizens jokingly called them "can't be full even if they eat, and can't starve to death", using this to make fun of some of the miserable moments they had experienced.

xiaoying scrubbed the bruises on the child's hands as if they were black mud, causing the child to grimace in pain and constantly console himself by saying "it's okay, it's okay." the magical "it's okay, it's okay" once became a popular soundtrack on the internet.

【2】counterattack: fans exceed 5 million

for many people, watching xiaoying's videos and live broadcasts is more of a way to relieve boredom after dinner. the increasing public attention has also brought great changes to xiaoying.

looking at the number of tsai ing-wen’s fans in the past year, we can see that her number of fans has experienced a huge breakthrough this year.

in september 2023, xiaoying's account had just over 500,000 followers, and her followers were steadily increasing by thousands every day. by the end of the year, her followers had exceeded one million. after that, her followers continued to increase by thousands every day until march 2024, when her daily increase in followers exceeded 10,000, with a peak of more than 70,000 followers per day. in early august, her followers exceeded 5 million, with a peak of 5.96 million followers.

the rapid growth of fans and the huge fan base have made xiaoying a new top streamer in the rural track. at the same time, xiaoying's live streaming sales are also booming.

data from third-party platforms show that in the past year, xiaoying has conducted more than 200 live broadcasts, put more than 80 kinds of products on the shelves, with average sales of between 100,000 yuan and 250,000 yuan per show, and total sales exceeding 10 million yuan.

xiaoying took her children to attend the ceremony. photo/video screenshot

in early september 2024, xiaoying brought her child to shanghai to attend the e-commerce author festival. at the ceremony, she wore national costumes and walked on the red carpet with her child in her arms, looking confident and generous, completely different from the shabby xiaoying earlier.

many fans who accompanied xiaoying were happy for her, praising and congratulating her for "getting out of the mountains" and "spending two years to achieve a comeback."

【3】controversy: “really miserable” or “playing on the misery”?

as she became more popular, controversy over tsai ing-wen's "selling misery" and "faking" continued to exist. many people questioned whether she deliberately created suffering, and that the content of the video was "scripted" and that there was "a team" behind it.

xiaoying has never directly responded to these questions. it is undeniable that xiaoying in the video has endless work to do every day, and she works quickly, which is definitely true. but from her videos, it seems that there are some differences.

the "xiaoying's family" account has updated 688 videos so far, and the earliest existing video was posted on october 19, 2022. in the first few videos, shang laru was working, and he appeared several times mowing the grass. xiaoying also mentioned several times in the narration that shang laru went to help other families with work.

pull up and work picture/video screenshot

but later, the videos began to show more negative images of shang laru, such as shang laru sleeping until 12 o'clock and waiting for xiaoying to come back to cook, shang laru deliberately not doing his work well and pushing the work to xiaoying, and more and more videos showing shang laru's impatience when working. shang laru gradually became the well-known impression of "lazy and greedy".

some netizens dug up shang laru’s earlier remarks in a live broadcast, saying that xiaoying did not work at home and he did everything himself, and that he and his child xiaobao played the role of "bad guys" under xiaoying's account.

some netizens also suggested that factors such as endless farm work, an inability to change life, and a husband who has to wait on others are the usual character settings of the "bitter melon brigade", and concluded that "xiaoying is not stupid, she is as smart as shang laru."

【4】four companies under his name

on september 18, tsai ing-wen was exposed for allegedly giving away two girls, and the related topic became a hot topic.

jiupai news noticed that after the incident, netizens held different opinions. one voice questioned the "misery script" and "illegal abandonment", while other voices believed that "there is nothing wrong with living a good life by relying on short videos" and "this is her personal privacy."

according to the paper, on the morning of september 20, village officials said that yang zaoying's family had previously been a registered poor household with two children, and they were also verifying the online claims. in addition, staff from the xundian county civil affairs bureau said that they had paid attention to the online voices and were investigating and verifying them.

jiupai news tried to contact "tsai ing-wen's family" to verify the situation, but no response was received as of press time.

in addition to this storm, news of tsai ing-wen’s “collapse” soon spread. the reason was that netizens discovered that tsai ing-wen had several companies under her name. the “miserable” tsai ing-wen was no longer “miserable”.

tianyancha app shows that xiaoying is associated with 4 companies, including a local specialty store in xiaoying, xundian county, and kunming zhenhong culture co., ltd. kunming zhenhong culture co., ltd. was established in may this year. the legal representative, executive director, and manager are all yang zaoying. the registered capital is 50,000 yuan. the business scope includes food internet sales, internet live broadcast technology services, cultural and entertainment broker services, etc., and it is wholly owned by yang zaoying. in addition, a local specialty store in xiaoying, xundian county was established in september last year. it is an individual business operator, and the operator is yang zaoying. the business scope includes food sales, food internet sales, etc.

it is worth mentioning that "xiaoying's family" has been applied for registration as a trademark. the applicant is a natural person named zhao. the international classification involves fitness equipment, education and entertainment, convenience foods, etc. at present, some trademark applications have been rejected. zhao has also applied for registration of multiple "shanglaru" trademarks. the international classification involves advertising sales, education and entertainment, etc. the current trademark status is all registered.

in the past two days, "xiaoying's family" has lost followers rapidly. picture/data screenshot

jiupai news noted that since being caught up in the public opinion storm, tsai ing-wen has lost followers rapidly. on september 18, she lost 63,000 followers, and on september 19, she lost 30,000 followers, and in two days, she lost nearly 100,000 followers.

on september 20, tsai ing-wen released a video with the caption "i want to say something but i don't know what, i'll just let nature take its course," seemingly in response to the controversy.

jiupai news reporter wen yanli

editor: xiao jie

【revelation】please contact the reporter on wechat: linghaojizhe

[source: jiupai news]