The topic of food safety remains a persistent concern among consumers. Xin Jifei, an internet celebrity who gained fame by exposing the truth about food additives, consistently sparks heated discussions with his revelations. His recent collaboration with Kuaishou for his first official live stream has raised questions: Is Xin Jifei preparing to enter the live-streaming e-commerce sector? What impact might this have on food safety awareness, the e-commerce ecosystem, and influencer economics?
1. The Debut Live Stream: Beginning of Monetization?
On October 26, Xin Jifei's promotional video for his collaboration with Kuaishou Shop attracted widespread attention. The preview showed Kuaishou staff working with Xin to select products and discuss details, with one video receiving 222,000 likes and 20,000 saves—demonstrating his strong influence. Reports indicate Xin chose salt as his recommended product after rejecting numerous options during the selection process.
Notably, this live stream was initiated by Xin himself through direct contact with Kuaishou, rather than by his team. Xin admitted it was his first time broadcasting in such a professional setting. During the stream, likes surpassed 1 million with over 160,000 viewers, while top Kuaishou host Xinba became the top donor by sending virtual gifts.
While Kuaishou Shop stated the event focused on ingredient analysis rather than sales—aiming to teach consumers how to identify overly processed "tech foods" through labeling—Xin's unusually proactive approach and direct outreach to the platform fueled speculation about his potential move into live-stream commerce.
2. Xin's Sales Potential: Lessons from the Huiyuan Juice Incident
With 6.4 million followers and 21.5 million likes across platforms, Xin has become a powerful influencer in food safety. His casual remark that Huiyuan Juice "might actually contain fruit without artificial additives" recently caused the brand's sales to surge, gaining him 340,000 new followers in 12 days while the product sold over 30,000 units monthly. This demonstrates his significant sales influence.
Timing his live stream trial ahead of the Double 11 shopping festival could bring massive traffic to Kuaishou. While Xin previously stated he wouldn't sell products directly on his accounts, he remains open to guest appearances on other platforms—suggesting careful commercial strategy rather than outright rejection of monetization.
3. Risks and Challenges: Trust Crisis and Professional Scrutiny
However, Xin faces substantial hurdles in maintaining his reputation as a "food safety guardian." His credibility stems from exposing industry malpractices, making consumer trust fragile—any product quality issues could trigger backlash.
Additionally, his expertise faces tests. While knowledgeable about additives, live-stream sales require comprehensive product evaluation including manufacturing, quality control, and after-sales service. Without professional endorsements, consumers may doubt his recommendations.
4. A Calculated Move: Xin's Potential Path Forward
Despite challenges, exploring live commerce represents a logical step. In the attention economy, monetizing influence is inevitable, and live-streaming offers efficient revenue while providing direct consumer engagement—allowing Xin to clarify his views and strengthen his professional image.
Critical to success will be meticulous product and partner selection to ensure quality and preserve trust. Xin must balance commercial opportunities with his advocacy role.
5. Industry Implications: Standardization and Professionalism
Xin's experiment reflects broader trends in live-stream commerce. As more influencers enter the field, only those offering genuine expertise and quality products will thrive. Meanwhile, regulators must strengthen oversight to ensure fair, transparent markets that protect consumers.
Xin's journey represents both personal reinvention and industry evolution. Observers hope he maintains his advocacy while contributing to safer products, as the sector moves toward greater professionalism and accountability.
6. Additional Context
Xin later clarified his stance on additives, opposing misuse rather than all additives, and hinted at expanding into educational content. Kuaishou is refining its live-commerce model through stricter vetting and professional partnerships. Consumer reactions remain cautiously optimistic, with many hoping Xin maintains impartiality while recommending genuinely safe products.
Ultimately, Xin's foray into live commerce presents both promise and pitfalls. His success depends on personal integrity and broader industry development—a scenario warranting close observation.