Qu Qu, one of China’s most controversial internet celebrities, reportedly earns 142 million yuan (US$19 million) annually by providing dating and financial advice. Known online as “Ququ Big Woman,” her real name is Le Chuanqu, and she has transitioned from a singer to a relationship influencer.
In August last year, she gained significant attention during a live stream where a young woman sought advice on choosing between her wealthy boyfriend and a wealthy admirer. The woman explained that her current boyfriend, three years older, had promised a four-million-yuan bride price but delayed payment. Meanwhile, an admirer, 15 years older, offered a monthly allowance of 30,000 yuan (US$4,000) and a 20-million-yuan (US$2.8 million) flat in Shanghai. Qu Qu advised sticking with the boyfriend, deeming him a better long-term option.
Qu Qu refers to herself as the “McKinsey of relationships” and views relationships and marriage as strategic steps for financial gain. She bluntly states in her videos: “All relationships are essentially about benefit exchanges. Everything should be used to boost my advantage and empower me.”
To navigate the sensitivities of live-streaming platforms and avoid being banned, Qu Qu has created a unique vocabulary, referring to marriage as “inside the fortress,” money as “rice,” and pregnancy as “carrying a ball.”
Despite earning 142 million yuan annually, Qu Qu faced a setback last December when Weibo suspended her account for promoting “unhealthy relationship views” and profiting from courses conveying incorrect values. However, she remains undeterred, using artificial intelligence techniques to promote her business and directing customers to private channels.
Public opinion on Qu Qu is divided. Supporters appreciate her realistic approach to combining love and financial gain, while critics argue she encourages women to use men as cash cows and compete with each other, despite relying on her efforts for success.
One supporter remarked: “Her approach is understandable. What’s wrong with wanting both love and money? This is a realistic society. Why shouldn’t people strive for better?” Another added: “I’ve learned fundamental concepts like goal orientation and leveraging everything to empower myself. Her insights into recognising a man’s true nature are invaluable.”
Conversely, a critic commented: “She teaches girls to use men as cash cows and encourages competition among women. But she herself earns her living by working hard and relying on her own efforts. Isn’t that hypocritical?” Another noted: “In the competitive world of monetising beauty, the successful ones are just outliers. These wealthy men are not fools. They won’t fall for obvious schemes.”