A wave of suspensions is sweeping across Chinese social media platforms, targeting influencers whose content revolves around excessive displays of wealth.

One prominent figure caught in the crackdown is "Wang Hongquan Xing," a major influencer with over 4 million followers on Douyin, a popular short-video platform. Wang's posts showcase a life of extravagance, featuring designer handbags, lavish jewelry collections and frequent appearances at luxury brand events.

Both his Douyin account and his Sina Weibo microblog have been suspended for violating platform regulations. Additionally, he appears to have been removed from Xiaohongshu, another major social media platform.

Wang previously drew criticism for comments boasting about his pricey clothing and his preference for traveling with expensive jewelry. He once said he wouldn't leave home unless his outfit cost at least eight figures. When asked the reason for it in an interview, he attributed his extravagant lifestyle to feelings of insecurity. He also sparked controversy by claiming ownership of seven luxury homes in a Beijing community, including a 991-square-meter mansion that was vacant due to insufficient sunlight.

"Baoyu Jiajie," another influencer known for portraying the life of a wealthy socialite, is also facing suspension. Her Douyin account and Xiaohongshu profile are reportedly inaccessible. She is known for flaunting her 2,000-square-meter mansion and leisurely strolls through her private gardens and had amassed over 2 million followers on Douyin.

A third influencer, "Bo Gongzi," has been muted and restricted from gaining new followers on Douyin due to regulation violations. Additionally, his accounts on Weibo and Xiaohongshu appear to have been banned. Bo Gongzi frequently presented himself surrounded by luxury goods, including designer clothing, exotic cars and a particular fondness for the Hermes brand.

The suspensions came after Chinese social media platforms launched a campaign to target behaviors flaunting wealth.

On May 15, Sina Weibo issued a notice stating that the platform would carry out a special operation against content such as "advocating extravagance and waste" and "flaunting wealth and worshiping money".

The notice said Weibo has always been committed to creating a civilized, healthy and harmonious community, encouraging users to create or share high-quality, authentic and positive content on the platform, actively promoting rational and healthy values about consumption.

On the same day, platforms including Douyin, Xiaohongshu and others also launched operations targeting the same content, promising to create a healthy and positive community for its users.

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