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Zoey Zhang

Under a cascade of flashing lights, a group of young girls dances to the beat as artificial rose petals gently fall. But who really controls the performance?
Viewers. With just a few taps, they send virtual gifts or cast votes to decide which song to perform, which idol stays and which is swapped out.
Meanwhile, the host keeps the energy high with live commentary, thanking viewers by reading their usernames.
In 2023, group live-streaming surged in popularity, filling the void left by the 2021 ban on idol survival shows in China.

Today, it continues to thrive on Chinese short-video platforms and captures global attention.
Groups of five or seven dancers perform, with audience gifts and votes influencing everything from song choices to dance moves and costumes, sparking waves of new entertainment trends.
The hit song from group live-streaming, Everything Grows, with its iconic Guanyin hand gesture, has inspired cover dances from celebrities, including actress Yang Mi and singer Sa Dingding.
The boy group Joy-X, signed to one of China’s top live-streaming agencies, went viral with their leg sweep dance, racking up over 10 billion views online. Their live streams now average more than 20,000 viewers per session.
Group live-streaming has become a lucrative force in China’s entertainment industry, offering an immersive and interactive experience that has generated substantial profits.

According to a report on China’s group live-streaming industry, the market surpassed 15 billion yuan (US$2 billion) in 2025, with a very few top live-streamers earning up to a million yuan (US$145,000) a month from virtual gifts, game prizes and base salaries.
One group live-streaming star, Xuanxuan from the SK Girls, reportedly received virtual gifts worth 2.7 million yuan (US$390,000) in a single night, bringing in 600,000 yuan (US$86,000).
However, not everyone is as fortunate, and the effort behind these earnings is often hidden.
Group live-streamers usually work more than 26 days a month, clocking 10 hours daily, learning numerous dance routines and maintaining high energy, even after hours, to engage with fans and build loyalty.
Seeing the success of group live-streaming in China, Charlie, a Chinese businessman in the US, recognised the profits it could generate.

In 2024, Charlie adopted China’s group live-streaming model and launched girl groups like CalixSunset in the US.
According to the mainland media outlet Jiupai News, after an initial investment of US$100,000 (US$14,000), his business broke even within three months.
His company’s group live-streams now reportedly attract up to 5,000 viewers per session, with individual streams generating up to US$6,000 each.
Before Charlie’s breakthrough, other US companies attempted group live-streaming but failed, with live-streamers merely interacting with viewers and occasionally dancing.
Charlie told the mainland media: “Unlike multi-person live-streams, group live-streams focus on complete dance routines, mastering rhythm and atmosphere.”
He said that most Americans were unaware that being a live-streamer could make money.
“My team thought Americans would not accept the ‘puppet’ style of group live-streaming, but it turns out they can. A significant portion of our audience also comes from Asia and Europe,” he told the media.
Charlie also highlighted the cultural contrasts between China and the US in group live-streaming.
While Chinese idols often embrace beauty filters and leg-lengthening effects, American performers resist, favouring a more authentic image.
Chinese live-streams occasionally carry a sexual undertone, leading to official regulatory changes in January that restricted heavy make-up, beauty filters and suggestive dance moves and language.
Charlie ensures his performers wear modest attire and focus on powerful movements.
He also said that in the US, strict work-life boundaries prevent many performers from engaging with fans after work.
Despite these differences, Charlie believes the core profit model, known as “No 1 ranking culture”, remains the same.

This culture sees fans give large virtual gifts to live-streamers, vying for the top spot and seeking their idol’s attention and admiration from others.
Industry insiders said that China’s live-streaming sector, valued at over 200 billion yuan (US$30 billion), has become a significant global economic catalyst.
Chang, a marketing manager at a live-streaming agency in Wuhan, central China, said in an interview: “Group live-streaming offers a new path to fame and creates job opportunities.”
He told foreign practitioners that while mini dramas are a good example, not all successful Chinese business models can be directly applied globally.
“Chinese audiences are accustomed to e-payments, live-stream shopping and the fast pace of short videos, but Western viewers may not be as receptive,” said Chang.
A popular comment on social media also raised a new concern: “Perhaps it is time to reconsider the effects of internet globalisation. Fragmented social media content may gradually lead to a more superficial, homogenised world.”


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The landscape of live-streaming is evolving, particularly with group live-streaming sessions in China, which typically feature five online idols performing sexy dances. Photo: SCMP composite/RedNote 

A group of live-streaming dancers dressed in silky traditional-style costumes. Photo: YouTube

A group of live-streaming singing performers pose for the camera. Photo: YouTube

An all-male group of performers dressed as chefs showcases their moves before a live audience. Photo: YouTube

Men in black: Experts say that China’s group live-streaming market was worth US$2 billion in 2025. Photo: YouTube

‘Loneliest’: meet China remote town’s only delivery rider who completes 200 orders daily

A young Chinese man who is the only delivery rider in the remote Tibetan town of Motuo completes up to 200 orders a day. Photo: SCMP composite/Xinhua/RedNote

Huang Kaihong, above, is the only delivery rider in the remote Tibetan town of Motuo. Photo: Douyin

Huang removes a customer’s order from his motorcycle’s cargo container. Photo: Douyin

A busy Huang speaks to one of his many customers on his mobile phone. Photo: Douyin

Huang on his motorcycle. He says he loves the sense of freedom his job gives him. Photo: Douyin

China couple abandon their young children at hotel after dispute, spark heated debate

A couple in Beijing who abandoned their two young children at a hotel after a heated argument have sparked a heated online debate. Photo: Shutterstock

The two children pictured with officers in the back of a police car. Photo: Sohu

A young family on holiday. The couple’s behaviour angered many people online. Photo: Shutterstock

Crowds visit the Temple of Heaven in Beijing. The couple had taken their children to the capital for a break. Photo: Xinhua

Japan calls for action on GPS stalking after woman allegedly murdered by ex using hidden device in toy

Concerns are rising in Japan over safety measures against GPS stalking after a pregnant woman was allegedly killed by her ex-boyfriend who tracked her to her home. Photo: SCMP composite/Shutterstock/YouTube

The Global Positioning System device which led to the alleged killing was hidden in a teddy bear. Photo: Shutterstock

The suspect in the case, Takumi OuchiIn, above, has denied the allegations against him. Photo: X

Experts say a GPS tracking device, above, can be discovered by changing the settings on your mobile phone. Photo: Shutterstock

Chinese man crafts equine figure from 2,600 metres of aluminium to celebrate Year of the Horse

A Shandong man crafted a mythical equine figure from over 2,600 metre of aluminium to celebrate the Year of the Horse. Photo: chinanews.com.cn

Yang Guang touches the finely crafted muzzle of his carefully put together horse. Photo: ChinaNews

Yang puts the final touches to his work of colourful work of art. Photo: ChinaNews

The latest piece to celebrate Year of the Horse is just one of many, such as the two above, which have been made by Yang. Photo: ChinaNews

Job done: Yang stands proudly alongside his latest colourful creation. Photo: ChinaNews

China girl, 7, cares for dad alone as he fights heart disease, inspires online donations

A seven-year-old girl in China single-handedly cared for her father in his hospital while he battled heart disease. Photo: SCMP composite/Shutterstock/Douyin

San Mengru stands beside her sick father while he receives treatment in hospital. Photo: Douyin

A viral video telling San’s story was posted online by a man whose father was in the bed next to her sick  dad. Photo: Shutterstock 

The hospital where San’s father was treated is in the city of Qiqihar in Heilongjiang. Photo: Getty Images

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With online viewers in command, multi-person entertainment model is taking industry by storm; some stars earn US$390,000 in just one night


With online viewers in command, multi-person entertainment model is taking industry by storm; some stars earn US$390,000 in just one night.


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How group live-streaming thrives in China, reshapes global industry dynamics

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}With online viewers in command, multi-person entertainment model is taking industry by storm; some stars earn US$390,000 in just one night

With online viewers in command, multi-person entertainment model is taking industry by storm; some stars earn US$390,000 in just one night