Within a decade, Zhang Xuefeng rose to prominence among China’s youth. With over 26 million followers on Douyin, China’s native equivalent of TikTok, the 41-year-old was one of the country’s most visible influencers, even as he established himself in a niche industry. He aimed to help kids and parents attain what many consider to be an all-important goal: greater employment prospects, by providing advise on university applications and major selection.
Employability issues are tough in China, and Zhang was noted for taking a very pragmatic approach. It also made him a tremendously polarizing character. Zhang once stated that “any major is better than journalism” and referred to liberal arts majors as a “service industry that caters to others”.
Local media have frequently connected his rise to widespread fear in Chinese society, fueled by a weakening economy and a low youth employment rate. Zhang remains a divisive figure.
Supporters claim he altered the trajectory of their life by delivering information that average families with little means would otherwise struggle to obtain. Critics claim that his advice was purely utilitarian and ultimately counterproductive to society.
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