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Ben Chin

China’s expanding celebrity crackdown has now reached some of its top influencers, including “live-streaming queen” Huang Wei, more commonly known as Viya. The popular Hangzhou-based e-commerce expert was recently fined a record US$210 million for tax evasion.
Often touted as being able to “sell anything” on Taobao Live’s live-streaming platform, the 36-year-old quickly became an internet celebrity in her country, amassing over 18 million followers on microblogging site Weibo and 80 million followers on Taobao.












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Following actress Zheng Shuang, who was fined US$46 million for similar charges of tax evasion, and Zhao Wei, who was scrubbed without warning from China’s media platforms, Viya is the latest high-profile individual to be targeted under the Chinese Communist Party’s (CCP) “common prosperity” policy.
Although she expressed remorse for her actions on her now-defunct Weibo account, her subsequent suspension from Taobao suggests that her future remains in the dark.
But what else do we know about her?
4 uber-rich Hong Kong icons who came from humble beginnings
Millennial making millions

Viya was always good at sales. Her family in Anhui province worked in retail and, at the age of 18, she opened her first boutique in Beijing. She opened a chain of stores in Xi’an before going fully digital in 2012. Today, reports have placed her estimated net worth from more than US$30 million to a more incredible US$1.25 billion. The key opinion leader (KOL) is an extraordinarily effective saleswoman, making over US$31 billion worth of sales on her live-stream channel in 2020, reports Protocol.
She really can sell anything

Viya’s millions-strong audience (over 37 million tuned in last year, reports Today Online), captive thanks to pandemic lockdowns, are buying whatever she’s offering – from clothes and beauty products to food and even real estate. Perhaps most impressively, she sold a rocket launch service for 40 million yuan (US$5.6 million) last year. Some of her fans have nicknamed her “Dora-Viya”, referencing Doraemon, the anime character that can pull anything out of its magic pocket.
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Philanthropic efforts

Viya’s 2020 fundraiser in Wuhan, for example, raised US$32 million for the city’s struggling businesses adversely impacted by the coronavirus, reports Bloomberg. The same year, she took part in China’s anti-food waste Clean Plate campaign by promoting the virtues of high-yield hybrid rice varieties with renowned scientist Yuan Longping. She was also responsible for shining a light on produce from the poorer regions of China, introducing her considerable audience to food producers like dried persimmon seller Cai Yaling.
Kim Kardashian and Tesla sought her help

5 celebrity break-ups that shook Hong Kong
Her considerable influence hasn’t escaped the notice of companies and entrepreneurs with an eye on China’s growing market; Tesla, Procter & Gamble and supermodel Miranda Kerr have engaged with Viya to help introduce them to her Chinese audience, reports Bloomberg. When she was named one of Time’s “Most Influential People of 2021”, it was Kerr who penned her profile. Even Kim Kardashian, who commands her own sizeable internet following, sought help from Viya to push her fragrance in China, which sold out in minutes, according to Jing Daily.
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Fame and celebrity

Who is Viya, China’s ‘live-streaming queen’: before the millennial billionaire got hit with a US$210 million tax evasion fine, she sold a space rocket launch service online

China’s ‘queen of livestreaming’ Viya. Photo: Weibo

Chinese online influencer Viya prepares for live streaming on the e-commerce platform Taobao in May 2020. Photo: Getty Images

Chinese online influencer Viya had 80 million followers on Taobao. Photo: Getty Images

Chinese online influencer Viya took part in the Clean Plate campaign in 2020. Photo: Getty Images

Chinese e-commerce live-streamer Huang Wei, also known as Viya, was suspended from Taobao. Photo: AFP

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Faye Wong is among the highest-paid Canto-pop stars in Hong Kong. Photo: huanghepiao.com

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Canto-pop star Sammi Cheng has performed in 102 concerts at the Hong Kong Coliseum. Photo: @郑秀文Sammi/Weibo

Sammi Cheng reportedly owns multiple properties in Repulse Bay. Photo: @郑秀文Sammi/Weibo

Joey Yung has an estimated US$51 million net worth. Photo: @容祖兒/Weibo

Canto-pop star Joey Yung owns several properties across Hong Kong. Photo: @容祖兒/Weibo

Joey Yung is reportedly one of the richest celebrities in Hong Kong. Photo: @容祖兒/Weibo

Karen Mok has an estimated net worth of US$35 million. Photo: @Karen莫文蔚/Weibo

Canto-pop icon Karen Mok has starred in many films. Photo: @Karen莫文蔚/Weibo

Karen Mok acted in the 2004 Hollywood film Around the World in 80 Days with Jackie Chan. Photo: @Karen莫文蔚/Weibo

Also known as the “Diva of Asia”, Kelly Chen has a US$10 million net worth. Photo: @陳慧琳-KellyChen/Weibo

Kelly Chen’s father owns several jewellery stores across Hong Kong. Photo: @陳慧琳-KellyChen/Weibo

Canto-pop star Kelly Chen. Photo: @陳慧琳-KellyChen/Weibo

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Hong Kong actress Maggie Cheung arrives at the Louis Vuitton “Volez, Voguez, Voyagez” exhibition in Shanghai, China, in 2018. Photo: Imaginechina 

Maggie Cheung is among Hong Kong’s highest-paid actresses, with a staggering estimated net worth of US$80 million. Photo: 芒果TV/Weibo

Maggie Cheung appeared as a guest on the show Master in the House. Photo: 芒果TV/Weibo

Rosamund Kwan has reportedly amassed a US$64.5 million net worth. Photo: @rosamundkwan/Instagram

Hong Kong celebrity Rosamund Kwan owns lavish properties across the city. Photo: @rosamundkwan/Instagram

Rosamund Kwan will be leaving her massive fortune to her younger brother Eric Kwan, who works as a feng shui master. Photo: @rosamundkwan/Instagram

Carina Lau has an estimated net worth of US$61 million. Photo: @carinalau1208/Instagram

Carina Lau is married to Shang-Chi star Tony Leung. Photo: @carinalau1208/Instagram

Carina Lau wed Tony Leung in a lavish ceremony in Bhutan in 2008. Photo: @carinalau1208/Instagram

Iconic Hong Kong actress Gigi Lai has a US$13 million net worth. Photo: @gigilai_official/Instagram

Former Hong Kong actress Gigi Lai owns several luxury flats in Hong Kong. Photo: @gigilai_official/Instagram

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Actress Anita Yuen represented Hong Kong at the Miss Universe 1991 pageant in Las Vegas. Photo: @anitayuenwy/Instagram

Anita Yuen has starred in films like the 1994 C’est la Vie, Mon Chéri and 1995 film He’s a Woman, She’s a Man. Photo: @anitayuenwy/Instagram

Anita Yuen is a huge fan of luxury goods from brands like Hermès, Rolex and Patek Philippe. Photo: @anitayuenwy/Instagram

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The 36-year-old, who had over 18 million followers on Weibo and 80 million followers on Taobao, was slapped with a US$210 million fine for tax evasion
Tesla sought her help, Miranda Kerr penned her Time ‘Most Influential People of 2021’ profile and Kim Kardashian’s fragrance sold out in China after her live-stream


The 36-year-old star who can ‘sell anything’ had amassed 80 million followers on Taobao, but was recently hit with a US$210 million fine for tax evasion
