On June 18, 2025, during the evening of China’s shopping festival “618”, the popular e-commerce live streamer “Dundun” announced his departure from Dongfang Selection. He stated that his contract with the company had come to an end, but he would continue to collaborate with them as the “Dongfang Selection’s self-operated product recommendation ambassador”. The announcement stirred up discussions online, with some netizens expressing discontent over the company’s decision to decline entertainment program invitations for Dundun, while others speculated about him becoming the next Dong Yuhui.
In a joint statement released by Dongfang Selection, Dongfang Selection Beautiful Life, and the host Dundun’s accounts, it was confirmed that Dundun would no longer serve as a host for Dongfang Selection and would continue working in the capacity of a product recommendation ambassador.
In his resignation statement, Dundun expressed gratitude to Yu Minhong and Dongfang Selection for the countless opportunities and unwavering support. He emphasized that even though his commercial contract had expired, the bond between them would not end there. Dundun also mentioned that at the age of thirty, he would continue to challenge his unknown capabilities and move forward.
The official Dongfang Selection account also expressed regret over Dundun’s departure and wished him a bright future. The company stated that during his three years at Dongfang Selection, Dundun had brought significant influence to the brand and was an indispensable team member.
Public records show that Dundun, originally named Wang Ruodun, graduated from the Central South University of Finance and Economics with a degree in Business English and a dual degree in English and French. After graduating from university in 2017, he joined the New Oriental team and worked in the education and training industry for several years before transitioning with Yu Minhong in June 2022 to become one of the first transformed hosts of Dongfang Selection.
In late 2023, Dong Yuhui, a host of Dongfang Selection, established his own platform “Walking with Hui” leading to a significant decline in traffic for Dongfang Selection’s main account. Dundun was then appointed as a vital figure within Dongfang Selection.
Dundun had previously criticized the company’s management in his livestreams. On June 26, 2024, he openly expressed his dissatisfaction with the company’s management, emphasizing the lack of communication with hosts on various operational matters. Despite his disappointment, Dundun acknowledged the positives of his time at Dongfang Selection and encouraged constructive feedback about the company.
As Dundun’s influence in the livestreaming industry grew, he received invites to participate in entertainment programs. In February 2025, Dundun revealed in a livestream that he had been invited for some entertainment shows but was unable to sign due to contract risks cited by the company. This decision left Dundun disheartened as he expressed interest in expanding his career through entertainment platforms.
Some netizens praised Dundun’s departure trending online, interpreting it as a sign of his continued influence and potential for independent development. Others questioned Dongfang Selection’s retention and development mechanisms for talent, highlighting the need for a supportive and nurturing environment for exceptional employees.
In a statement to the Hong Kong Stock Exchange on July 25, 2024, Dong Yuhui confirmed his decision to step down from his role within the company due to his career aspirations, dedication to other ventures, and personal time commitments.
The departure of Dundun, followed by two other major hosts within a year, has sparked discussions about talent retention and support within companies like Dongfang Selection. Mr. Liu, a mainland media person, emphasized the importance of recognizing the value of popular hosts like Dundun and providing them with adequate support to foster long-term partnerships. It’s essential for companies to cultivate an environment where talented individuals feel appreciated and valued for their contributions to sustain a harmonious working relationship.