The arrival of social media in China a decade ago, together with ever-increasing Internet access, has allowed many "everyday" youngsters to become online celebrities. In recent years, several new-comers across northeast China have rocked cultural circles with their art or influence built up through live-streaming and short videos published on online platforms such as Douyin and Kuaishou.

Data from consulting company iResearch prove that the commercialization of the short video industry has reached full maturity after years of development.

Overall income for said industry in China was expected to reach 211 billion yuan ($32.64 billion) by the end of 2020. Furthermore, short video content has become one of the most affordable and effective channels for advertising.

Taking to the Internet in their local dialects and witty vernacular, they chose to share their life experiences online. The people of northeast China have long been regarded as both straightforward and optimistic, with the courage to embrace their own vulnerability—and turn it into comedy. These influencers' content has attracted even more viewers since the outbreak of COVID-19, when people had to stay indoors for the purposes of epidemic prevention and control.

According to the statistics of TalkingData, a mobile big data service platform, users with more leisure time in non-first-tier cities showcase stronger connections with short videos as of early 2019. A total of 56.6 percent of people residing in China's northeastern areas use such platforms. When those viewers find that the producing and sharing of short videos does not only connect them with others, but also increases their personal influence and generates some extra income, they happily enter the online business.