李佳琦

Li Jiaqi is China's most famous live-streaming salesman, nicknamed the 'Lipstick King' for his manic, high-energy cosmetics pitches. His catchphrase 'Oh my god, buy it!' became a cultural earworm. In 2021 he became a meme shorthand for irresistible consumer hype, impulse buying, and the surreal power of influencer culture — the guy who could sell out millions of products in minutes while screaming into a camera.

China's live-commerce industry exploded in the late 2010s, and Li Jiaqi rode that wave to superstardom on platforms like Taobao Live. His 2021 cultural peak coincided with growing debates about consumerism, '996' work culture, and young people's complicated relationship with spending and saving. He represents both aspiration and anxiety about modern Chinese consumer identity.

李佳琦是中国顶级直播带货主播，以狂热推销口红和高销售额著称，成为消费主义的文化符号。