China has recently intensified efforts to ban the flaunting of wealth on social media platforms as part of a broader campaign to promote more positive and healthy online behaviors. This crackdown is aligned with President Xi Jinping's vision of "common prosperity," aiming to reduce the growing social and economic disparities in the country.
Major platforms like Douyin (China's version of TikTok), Weibo, and Little Red Book have participated in this effort. These platforms have removed thousands of posts and accounts that showcase luxurious lifestyles, which are seen as promoting unhealthy values. For example, accounts like "Wanghongquanxing," known for flaunting luxury items and properties, have been shut down. Similarly, influencers like "Bogongzi" and "Baoyujiajie," who displayed extravagant consumption and jewelry collections, have also had their accounts suspended
The Chinese Cyberspace Administration has emphasized that such content could negatively impact the younger generation by encouraging materialism and disdain for the less affluent. The official stance is that promoting rational spending and a civilized lifestyle online is crucial to fostering a healthier community
This initiative has sparked mixed reactions among netizens. While some support the move, viewing the displays of wealth as vulgar and damaging, others argue that merely removing such content does not address the underlying wealth gap in society. They believe that transparency about wealth can sometimes be aspirational or simply a form of entertainment
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