It wasn't so long ago when our superstars and idols were only to be found on television and movies screens. Well, that's all changed, because today, more and more ordinary people are making their names for different reasons on the world wide web. The so-called "Internet Celebrity" industry has been growing rapidly in China in recent years and it's not just the locals who cash in as Zheng Chunying reports.

Greeting his fans in perfect Mandarin. It's almost a daily ritual for this Australian creative director. Based in Beijing, and operating under the moniker "Xiaobei", Alistair Bayley is quickly becoming an online sensation in China with many cherishing his direct and practical approach to sensitive everyday matters.

ALISTAIR BAYLEY ONLINE CELEBRITY "I'm very proud to be able to provide an honest channel of communication between myself and my fans, especially when it comes to any topic such as self-esteem or even as serious as depression, these topics are often talked about in the day today and I think seeing someone in position of influence talk about these topics openly and honestly, really opens up that possibility to show them what they are going through is normal."

Boosted by some national television exposure, the accomplished Xiaobei has amassed some thirty thousand followers on his official Weibo account while his personal website is also drawing thousands of hits every day. So what exactly is it about this sweet-tongued Aussie that has so many young Chinese in a flutter?

WANG RONG FAN "I like him because of his look, I think he's very handsome, and also very entertaining."

WANG YING FAN "At first, I was impressed by his perfect Chinese. But then, after watching him on TV, I saw how he was kind, genuine and talented."

Currently working for a business development company, Xiaobei says he provides an alternative window into China for the outside world where he offers distinctive perspectives on sectors such as culture, media and technology. Being able to draw on his over ten years in China, he now sees himself in an influencer or what's known as a "key opinion leader" on a country which is often misunderstood internationally.

ALISTAIR BAYLEY ONLINE CELEBRITY "I create content about China, sort of experiences in China for the audiences overseas and in that sense, I'm lucky to work with other foreign KOLs in China, everyone has a different story when they live here, China is often presented as a monolithic thing that means the same thing for everyone, whereas by showcasing different stories we can show that it really is a diverse environment and that everyone can find a way to enjoy their life in China."

ZHENG CHUNYING BEIJING "China's internet celebrity industry was estimated to be worth one trillion yuan last year. With their open and international perspectives, foreign internet celebrities like Xiaobei can perhaps make a big splash in the Chinese market, but however successful they become, one thing's for sure, it's their genuine curiosity about China and its culture that will win the fans over. ZHENG CHUNYING CGTN BJ."