People in China have become accustomed to the craziness that is the country’s internet startup scene, but 22 million RMB (US$3.4 million) for a single video ad is still a jaw-dropper.

The first advertisement by Papi Jiang, China’s hit amateur video girl who secured a joint investment of 12 million RMB last month, was put under hammer yesterday with a top bid of 22 million RMB, despite a recent government crackdown forcing online celebrities to take down videos due to the use of curse words. The price is even higher than the ads for China’s most popular TV event, the Spring Festival Gala.

Winner of the bid, a lesser-known cosmetics startup called Lily & Beauty, could gain a one-time promotion through Papi Jiang’s video after May 21st. Other benefits include promotions on Papi Jiang’s Weibo and WeChat accounts (one time each) and multiple ads on Logical Thinking, a knowledge-based video program hosted by Luo Zhenyu, Papi Jiang’s investor and the bid’s organizer.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.