In a powerful and unexpected announcement, Sun Caihong and Guo Bin—widely known by their handle @caihongfufu—shared they would quit live-streaming after five intense years. The duo amassed more than 15 million followers and became a leading face in China’s influencer marketing industry, generating staggering revenues through real-time product sales.
Their story started modestly: from selling insurance and living in a tiny rented room to becoming multimillionaire digital entrepreneurs. In 2022 alone, the couple recorded a single-day sales volume of 230 million yuan (approx. ₹267 crore) and daily earnings of over ₹4.6 crore, according to the South China Morning Post.
Burnout Behind the Camera: Why They’re Walking Away
Sun Caihong, now 35, cited severe health concerns, including vocal cord damage and chronic exhaustion, as reasons for the couple’s retreat. “I had no time to keep my family company, and no time to treat damage to my vocal cords,” she said.
Despite giving birth to four children over the course of their social media career, Sun revealed that she never took a break from streaming—even while pregnant or postpartum. This relentless pace, combined with marathon 8-hour live sessions, finally pushed the couple to pause.
“I’ve asked my team to stop scheduling all sessions,” she said. “I will learn to rest and enjoy life together with my husband.”
From Insurance Sales to Digital Empire
The couple’s journey began in 2020 when they posted their love story online, gaining 3 million followers in just a year. Their relatable background and authenticity helped them transition into e-commerce, selling household items through live broadcasts.
They went on to build a sizable enterprise, shifting from an 8-square-metre rental to a luxury 260-square-metre home worth 6 million yuan. Their success also enabled them to bring their previously migrant-worker family into the business fold, offering them a better standard of living.
A Cautionary Tale in the Creator Economy
Sun and Guo’s story has resonated far beyond China. As creator burnout becomes a global issue, their decision to step back has prompted praise and introspection among viewers. “They’ve made enough,” said one social media user. “It’s wise to stop before success turns into suffering.”
Despite their hiatus, the couple hasn’t ruled out returning. But they’ve made it clear they’ll only come back after figuring out a healthier balance between digital fame, financial ambition, and personal well-being.
