Why this top Chinese influencer couple quit streaming after a $4 million day

Dubai: In a bold move that emphasises the importance of mental health and work-life balance, a Chinese couple with an impressive 15 million followers on social media has announced their decision to quit live-streaming due to burnout. The couple, from Sichuan province in southwestern China and using the handle @caihongfufu on social media platforms, recently shared their decision to pause live-streaming until they can achieve a better balance between work and life. After five years and over 1,000 live-streaming sessions, they have gained significant attention for prioritising their well-being over their online success.

Sun Caihong and her husband, Guo Bin, revealed that the relentless demands of their online presence, often consisting of live-streams that lasted more than eight hours each, left them feeling exhausted. Sun shared in a local media interview that their gruelling schedule had taken a toll on her health and family life, making it challenging for her to spend quality time with her four children and even causing damage to her vocal cords.

Before their rise to fame, the couple worked in insurance sales. They began sharing their love story on social media in 2020, which quickly captured the hearts of millions, growing their follower base to 3 million within just one year. They later established their own company, selling everyday necessities online, and achieved remarkable sales figures, including a staggering 230 million yuan (approximately US$32 million) in sales volume in a single year.

Despite their success, the couple reflected on their humble beginnings, recalling the struggles of living in a small rented space while juggling various part-time jobs. Their hard work eventually paid off, allowing them to buy a spacious flat and a car, and support their families, who were previously migrant workers.

Throughout their journey, Sun gave birth to three boys and a girl, fulfilling her husband's long-standing wish for a daughter. Now, after realising the significance of balance and contentment, the couple has decided to step back from their careers for the time being. They aim to focus on family time and personal well-being, with plans to return to live-streaming once they've learned to manage their work without compromising their health.

Online observers have applauded their decision, noting that knowing when to step back is a wisdom that many fail to recognise. “They have made enough money. It is wise to stop when you feel it is enough,” said one commenter, echoing the couple's sentiments about not being overly greedy in their pursuits.