In a recent development, famous blogger “BlueWarrior” with nearly 25 million followers had his accounts on Douyin (the Chinese version of TikTok) and Xiaohongshu (Little Red Book) suddenly restricted. The ability to add new followers was blocked, and similar situations were reported on Bilibili as well. Since ceasing updates in mid-September, the platforms involved have not disclosed the reasons for these actions, leading to ongoing speculation and raising doubts about the boundaries of online platform governance and power dynamics.
Under the “strict crackdown” environment promoted by the Cyberspace Administration of China and other departments, another internet celebrity has been silenced. According to reports on September 25, BlueWarrior, with tens of millions of fans, found his functions limited on Douyin and Xiaohongshu, with users unable to add new follows. His account boasted around 24.95 million fans on Douyin and over 130,000 on Xiaohongshu. Discussions sparked rapidly after his accounts were labeled “unable to follow” following the sudden cessation of updates in mid-September.
BlueWarrior last posted a video on Douyin on September 13 and on Xiaohongshu on September 18. Meanwhile, users also reported issues with following his Bilibili account. The platforms involved have yet to publicly explain the reasons behind these restrictions.
Insiders in China’s new media sphere point out that BlueWarrior once publicly discussed his monetization capabilities, claiming that if fully commercialized, his annual income could reach a “nine-digit figure.” This statement sparked controversy this summer, as it was seen as touching a nerve on the public’s perception of the imbalance between traffic and income.
Mr. Ye, an internet personality from Guangdong, expressed that the restriction placed on BlueWarrior’s account, while sudden to the public, was not unexpected. He mentioned that the overall atmosphere on social media platforms has been tense recently, with high-traffic bloggers closely monitored. The lack of clear standards regarding what constitutes violations or sensitivities creates an environment of uncertainty for all users.
Mr. Ho from Shandong commented that many mistakenly believe the internet is free, but ultimately, the decision-making power lies with the platforms, backed by the authorities like the Cyberspace Administration and internet police. The routine occurrences of sudden disappearances or function limitations have become commonplace, forcing content creators to constantly self-censor. However, in such an environment, the space for creativity is shrinking.
Similar voices have emerged on overseas social platforms, with some users labeling this as another case of “cracking down on internet celebrities.” Foreign users connect this incident with the recent official efforts to regulate the influencer economy and fan culture, viewing it as an extension of the authorities’ supervision logic.
Mr. Yan, a commentator from Guizhou who has long studied the internet industry, criticized the lack of transparency in the authorities’ governance methods. For top bloggers perceived to exceed controllable limits, platforms may restrict them to send signals to the entire industry. However, without specific guidelines, individuals only discover what is prohibited post facto, which is the most perilous aspect of the situation.
Analysis suggests that this incident may be linked to the authorities’ emphasis on maintaining a “clean online space” to prevent the abnormal expansion of fan economies. Yet, the lack of clear standards in the official handling process leaves the public struggling to obtain precise information.
According to Tianyancha data, BlueWarrior is associated with seven companies, of which five have been deregistered, with only two still in existence. The company “Changsha Lanbei Cultural Media Co., Ltd.” was flagged for operating abnormally due to failure to disclose annual reports on time. Several other enterprises have been marked as abnormal due to deregistration or untraceable addresses. These corporate details may help outsiders understand his business network.
Records show that BlueWarrior rose to fame on Douyin with content focusing on lifestyle and social observations, accumulating a vast audience in a short period. While remaining active in early September, he suddenly fell silent thereafter. Many perceive the restriction on his account as a form of “soft ban,” yet the authorities have not provided any official explanations.
Journalists attempted to contact Douyin’s customer service for clarification, but calls went unanswered. Currently, there has been no response from Douyin or Xiaohongshu regarding the incident, and BlueWarrior himself has not made any statements on other platforms. Whether the issue stemmed from violating content guidelines, commercialization disputes, or deeper public opinion regulations remains unknown to the public.
On September 22, the Cyberspace Administration of China announced the launch of another “clean-up” special operation targeting the so-called “disorderly conduct of self-media,” “uncontrolled growth of fans,” and “excessive pursuit of profit by capital,” among other issues. Public opinion suggests that under such a authoritarian backdrop, the plight of BlueWarrior is not an isolated case but a fate shared by the entire industry under authoritarian power.