In a significant development that has drawn widespread attention, a Chinese couple with 15 million followers announced they will be stepping back from live-streaming after five years of intense online presence. Known by their online handle @caihongfufu, Sun Caihong and her husband, Guo Bin, made the decision to halt their live-streaming activities, citing overwhelming burnout following over 1,000 live-stream sessions.
Speaking to the South China Morning Post, Sun revealed the toll the grueling schedule had taken on her personal health and family life. The couple’s live-streaming sessions, which often exceeded eight hours a day, left Sun with little time for self-care or family, causing significant physical strain. “I had no time to keep my family company, and no time to treat damage to my vocal cords,” Sun shared, explaining the emotional and physical exhaustion that led to her decision.
Remarkably, Sun continued working even during the birth of their four children in the past five years. “I never stopped working, even while I was giving birth to four children,” she said, reflecting on the exhaustion that came with balancing both motherhood and their growing online business. At 35 years old, Sun is now taking a much-needed break, planning to reconnect with her family and rest after years of constant live-streaming.
To mark their break from the online world, Sun instructed her team to halt scheduling new live streams. She expressed her desire to spend more time with her husband, Guo Bin, and focus on self-care. “I will learn to rest and enjoy life together with my 32-year-old husband,” she said.
The couple’s rise to fame was nothing short of remarkable. Before becoming social media influencers, Sun and Guo worked in insurance sales. Their social media journey began in 2020 when they shared their love story online, attracting 3 million followers within just one year. Leveraging their growing online presence, they ventured into e-commerce, selling everyday essentials and eventually establishing their own business. By 2022, they revealed that they had generated a staggering 230 million yuan (approximately Rs 266.88 crore) in sales on a single day, with a daily income of 4 million yuan (around Rs 4.6 crore).
Their success stands in stark contrast to their humble beginnings. The couple previously lived in a cramped eight-square-meter rented room, earning an annual income of 1 million yuan (Rs 11.6 lakh) from their insurance sales. This allowed them to purchase their first flat and car, before eventually moving into a larger 260-square-meter flat worth 6 million yuan, where they brought their parents and siblings into the business.
Through it all, Sun gave birth to three boys and a girl, fulfilling her husband’s wish for a daughter. Despite their financial success, the couple admitted that their relentless pursuit of wealth led to stress and burnout. “We were from the underclass. We should be content with what we have already earned,” they reflected, acknowledging that balance is crucial for their well-being.
The couple’s decision to take a step back from live-streaming has received support from many followers, with some commenting that they’ve “made enough money” and it’s “wise to stop when you feel it is enough.” Others applauded their decision, recognizing the importance of prioritizing health and happiness over wealth accumulation.
Though they are taking a break, Sun and Guo have made it clear that they plan to return to live-streaming once they figure out how to balance their work without compromising their well-being.