Chinese social media platforms like Weibo, Tencent, Douyin, and Xiaohongshu have begun removing user posts that flaunt personal wealth and opulence.
The move is seen as part of China’s latest bid to reduce displays of conspicuous consumption as the nation seeks to promote and implement the ideology of “common prosperity” under the administration of President Xi Jinping.
The goal, according to media reports, is to foster a “civilized, healthy, and harmonious” digital space by eliminating content that features luxury cars, costly homes, and other symbols of affluence.
Weibo alone has deleted over 1,100 such posts, with Douyin and Xiaohongshu also reporting substantial content deletions and account suspensions.
This initiative is part of a larger effort by Chinese authorities to “purify the internet cultural environment” and tackle the widening income disparity, as data indicates a notable increase in wealth inequality in China.