Staff from the Internet Information Office of Benxi Manchu Autonomous County responded that Dongbei Yujie’s Douyin account will be unblocked in October this year. After the rectification is in place, she can theoretically continue to engage in live broadcasting and selling goods. On August 9, the Internet celebrity @北北雨哥, who had been punished for false propaganda, updated her news on Weibo after being dormant for nearly a year. Previously, another blogger "Jin Yu Man Tang" released a video co-produced with Dongbei Yujie. The copy said, "Dongbei Yujie is really good. Please don't criticize her. Life is not easy, just make a living." This is suspected to be paving the way for her comeback.
It is worth noting that Dongbei Yujie’s tentative Weibo post about her comeback was deleted a few hours after it was posted.
According to Hubei Economic Television's "Economic Television Live" column Weibo, on August 11, staff from the Internet Information Office of Benxi Manchu Autonomous County responded that Dongbei Yujie's Douyin account will be unblocked in October this year. After the rectification is in place, she can theoretically continue to engage in live broadcasting and selling goods. However, relevant regulations must be followed, and the Cyberspace Administration of China and market supervision departments will continue to supervise them.
Industry observers believe that this move is an attempt to come back after his hiatus. However, if he only relies on "emotional cards" to avoid core responsibility issues, the road to comeback may not be smooth, and he may even face the risk of a second "house collapse".
It is understood that Dongbei Yujie has accumulated tens of millions of fans on Douyin with a series of videos showing life in rural areas in Northeast China. Her character is simple and cheerful, and she is deeply loved by netizens. However, in 2024, an anti-counterfeiting blogger exposed that the sweet potato vermicelli sold in his live broadcast room was actually made of tapioca starch and did not contain sweet potato ingredients, triggering a crisis of trust. Officials subsequently intervened in the investigation, and the market supervision department imposed a fine of 1.65 million yuan. In October of the same year, Dongbei Yujie’s Douyin account was banned according to law, and the fine has been paid.
According to the cover news, Dongbei Yujie (real name Chang Xiaoyu) is associated with 5 companies, 3 of which have been cancelled. Liaoning Yujie E-commerce Live Broadcast Incubation Base Co., Ltd. and Zhongxian Chenhui Culture and Art Studio (individual industrial and commercial households) are still in existence. Chang Xiaoyu serves as manager, director and other positions in the above companies. Public information shows that Dongbei Yujie’s husband Bai Guohui controls 31 companies. In July this year, Benxi Xingqianqiantu Creative Advertising Planning Co., Ltd. and Benxi Xinyan Trading Co., Ltd. were canceled.