Rise of online 'kidfluencers' sparks nationwide debate

Popular videos raise concerns about exploitation, need for improved regulation

As videos of children playing, dancing, crying or being funny go viral online, the surge in the use of child content to attract more views has also sparked controversy nationwide.

A prime example is "Yaoyiyao Xiaoroubao", an account on the short-video sharing platform Douyin that showcases the daily life of a 4-year-old girl from Guizhou province. As one of the most popular child internet celebrities, or "kidfluencers", the account, managed by her parents, has captivated over 20 million followers and garnered more than 600 million likes since its debut in March 2021.

While many people adore the toddler's chubby cheeks and the playful content, a video posted in February, where the girl fell and her mother kept filming and laughing instead of helping her, sparked debate over the child's well-being.