Briefing: Chinese social media star Mimeng dissolves media company

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从年入上亿到解散公司,咪蒙创业“出埃及记” – Jiemian

What happened: Mimeng, a social media star known for clickbait titles and controversial content, has announced the dissolution of her eponymous media company, media outet Jiemian reported on Monday. The announcement was made Mar. 30 and came in the form of a WeChat Moments update. Prior to the dissolution, Mimeng Group shut down its flagship WeChat account in February 2019 after being accused of fabricating a story. The social media star apologized, but was censured by the People’s Daily and subsequently banned from Weibo and Bytedance-owned Jinri Toutiao.

Why it’s important: At its peak, Mimeng’s WeChat account had 13 million followers and reportedly charged RMB 800,000 (around $119,300) for a single ad in its posts. Her downfall highlights the resolution of the Cyber Administration to purge the Chinese internet of misleading and lowbrow content. In October 2018, it began a wave of crackdowns targeting “self-media,” shutting down close to 10,000 WeChat media accounts and instructing 10 of the largest content platforms in China to enforce stricter regulations.