Live‑Streaming Star Dong Yuhui Denies Rumors of $300‑Million‑Plus Annual Earnings, Fueling Wealth‑Gap Debate in China’s E‑Commerce Boom

The rumor was first amplified by Luo Yonghao, a high‑profile internet entrepreneur and former New Oriental teacher, who posted on Weibo that Dong’s post‑departure earnings had ballooned to “two to three billion yuan annually” and that, before quitting Oriental Selection, Dong had needed to borrow money to make a down‑payment on a Beijing apartment. Luo’s post quickly went viral, spawning a flood of commentary on Weibo, Kuaishou and Douyin as users debated the plausibility of such a figure and the broader implications for China’s burgeoning live‑streaming economy.

Yu Hui Tong Xing’s response, delivered to reporters from First Financial, was succinct: “The information is not true.” The company’s spokesperson added that there was “no basis for the rumor” and that Dong had not commented on the matter directly. The denial echoes an earlier refutation made by Dong himself in January, when a screenshot of a supposed “2024 Chinese Online Streamer Net Income Ranking” listed his annual earnings at 2.8541 billion yuan. Dong addressed the image in a livestream, saying, “Seeing that screenshot gave me a scare. Rumors spread with a single mouth, but refuting them wears you down.”

Luo later attempted to clarify his own remarks, drawing a distinction between “income” and “net profit.” In a follow‑up post he wrote, “Income is income, and net profit is net profit,” suggesting that even if Dong’s gross revenue were in the billions, it might not translate directly into personal earnings. The nuance, however, did little to quell the speculation.

The episode has also shed light on Dong’s former ties to New Oriental’s founder, Yu Minhong. According to multiple reports, Yu lent Dong a sum to cover the down‑payment for his Beijing home and told him not to worry about repayment. Yu has publicly asserted that he holds “a clear conscience” regarding the loan, a comment that many netizens interpreted as a subtle jab at the perceived wealth concentration among top streamers.

The backlash has sparked a broader conversation about income distribution in China’s live‑commerce sector. On Weibo, commenters expressed a mix of awe, envy and skepticism. One user gushed, “Dong is amazing! An annual income of 2‑3 billion yuan is higher than the yearly performance of many listed companies. Live‑streaming really pays.” Others lamented the growing gap between the few “super‑rich” influencers and the countless smaller streamers who “can’t even get a drop of soup.” Still, many younger voiced admiration for Dong’s rapid ascent, noting that “he’s only in his early thirties and already financially free. That’s something 99.9999999 % of his peers will never achieve.”

The discussion has also turned to the mechanics of revenue sharing between star presenters and the platforms that host them. A recurrent theme asks: “If a presenter’s team sells tens of billions of yuan worth of goods a year, how should the profits be split?” The question reflects a growing awareness that, while platforms like Kuaishou and Douyin provide the infrastructure, individual personalities can drive an outsized share of the sales.

Beyond the personal drama, Dong’s departure from Oriental Selection has had measurable market effects. The company’s shares jumped roughly 245 % after the announcement, pushing its market capitalization past 30 billion yuan. Analysts cited the surge as “de‑Dongilization” – a sign that investors expected the firm to thrive without its star anchor. However, traffic metrics later showed a dip, hinting that the long‑term impact of losing a marquee figure may be more complicated than the initial rally suggested.

Luo Yonghao’s involvement has not been without motive. Observers note that his criticism aligns with his long‑standing rivalry with New Oriental and its founder. A popular comment on Weibo encapsulated the sentiment: “It’s easy to predict Teacher Luo’s views; as long as it can be used to criticize New Oriental and Yu Minhong, he won’t miss the chance.” Whether his comments were aimed primarily at exposing alleged income inflation or at taking a political jab at a competitor remains a point of speculation.

In the absence of transparent financial disclosures, the true scale of Dong Yuhui’s earnings after launching Yu Hui Tong Xing remains unverified. Both the streamer and his new company have categorically denied the multi‑billion‑yuan figures, while their detractors point to gross sales volumes that, in their view, justify the rumors. The episode underscores the opacity that still surrounds the financial side of China’s live‑streaming boom, a sector that has turned a handful of charismatic presenters into multimillion‑dollar brands almost overnight.

As the dust settles, the conversation in China’s digital public sphere is likely to continue: from debates over wealth inequality to the ethical responsibilities of platforms that amplify individual fortunes. For now, Dong Yuhui’s bank account – like that of many of his peers – remains a mystery, guarded behind a mix of corporate statements, selective disclosures and the ever‑expanding echo chamber of Chinese social media.