Chinese influencer faces backlash over ‘sexual intelligence’ courses; revenue tops 24m yuan

A Chinese social media influencer who brands herself as a “sexual intelligence mentor” has come under fire after her online courses and commercial activities sparked widespread public debate, with state-run media accusing her of promoting distorted values and vulgar content.

The influencer, Zhou Yuan, rose to prominence on social media platforms through videos featuring exaggerated eye contact and body movements. Her catchphrases quickly went viral and were widely imitated by internet users, including some celebrities.

Zhou operates a business that spans paid online courses, in-person training programs, and the sale of adult products and related merchandise. Her online courses, which focus on so-called female “charm training” and intimacy skills, range in price from under 10 yuan to tens of thousands of yuan. According to mainland media, revenue from her paid courses alone has exceeded 24 million yuan, with tens of thousands of participants enrolled.

In addition to digital content, Zhou’s commercial platform sells lingerie, adult toys and family planning products, some of which have drawn criticism for being sold at significantly higher prices than similar items on other e-commerce platforms.

The controversy intensified after a state-affiliated newspaper published a commentary criticizing the courses for “subverting values” and reducing female empowerment to performances aimed at pleasing others. The article urged online platforms to strengthen oversight and fulfill their regulatory responsibilities.

Other mainland media outlets also weighed in, warning that such content could reinforce harmful gender stereotypes, distort views on intimate relationships and exploit regulatory gray areas under the guise of emotional or self-improvement coaching.

Amid the backlash, several of Zhou’s social media accounts have been either suspended or set to private.