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In June 2022, Dong Yuhui became a sensation among millions of Chinese viewers because of a live-streaming sale hosted by East Buy, a prominent e-commerce platform in China. Over the past two years, Dong was promoted from a sales host to a senior partner, now operating his own eponymous channel. His current live-streaming content strategically focuses on agricultural products, literature and cultural tourism as he believes that these sectors benefit an individual to some extent, where farming goods offer practical sustenance while books provide the spiritual one.