Zhao Lusi and China’s influencer economy

What happened Global ambassador for Versace and Bulgari’s China face, actress Zhao Lusi (Rosy Zhao), 26, has ignited widespread online attention due to allegations she leveled against her agency, Galaxy Cool Entertainment. In a plethora of recent livestreams (some reaching more than six hours), the first airing August 3, the Hidden Love star has claimed that she fell gravely ill while filming Almost Lover in December 2023, showing symptoms including aphasia, but was first denied hospital care. Instead, she says she was locked in a hotel room, told she was “cursed,” and subjected to shamanic rituals. Zhao alleges that Ku Media emotionally and physically mistreated her since 2019, withheld over 2 million RMB ($278,233) from her personal studio, coerced her team into signing disputed accounts, and refused to return operational control to her. She says she was forced to cancel endorsement deals, threatened with blacklisting if she spoke out, and pressured to resume filming despite being diagnosed with aphasia and depression. Platform power Supporters point to photos of her on oxygen and in a wheelchair, claiming Galaxy Cool Entertainment continued ticket sales for events during her hospitalization. Galaxy Cool Entertainment issued a brief statement (racking up almost 2 million likes in a post by Zhao on Weibo) after leaked hospital photos, which was met with skepticism. Her ordeal has triggered a debate on exploitation, and accountability in China’s entertainment industry. The Jing Take As a result of her livestreams, Zhao recently became the first ever Xiaohongshu (also known as RedNote) creator to surpass 21 million followers. In each of these live videos, her ability to sell out products from noodles to Bulgari jewelry nationwide is being further exemplified. Her ordeal raises questions about China’s celebrity economy and influencer accountability. Brand implications The actress’ revelations do pose the risk of unsettling luxury partners like Versace and Bulgari, which prize brand safety and controlled narratives. Allegations of abuse, financial misconduct, and blacklisting could create reputational volatility. However, the surging Xiaohongshu numbers suggest that the controversy is amplifying her cultural capital. In China’s attention-driven influencer economy, authenticity and emotional candor can strengthen fan loyalty, driving higher engagement and sales. While some fans are demonstrating a level of “compassion fatigue” due to the extent of Zhao’s livestreams, the hashtag “justice for Zhao Lusi” has been trending on X, formerly known as Twitter. The immediate boost in visibility and proof of her reach may outweigh short-term brand hesitancy, but sustained partnerships will hinge on whether public sympathy endures and the narrative stays consumer-positive. At the time of writing this, it appears that Zhao has not yet departed from Galaxy Cool Entertainment. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Zhao Lusi and China’s influencer economy

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Published August 12, 2025

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Zhao Lusi and China’s influencer economy