Gu Jing spends two hours a day filming himself skinning pigs and salting their legs, or sautéing giant woks full of pork.
He posts these short clips to an app called Kuaishou, the biggest rival in China to ByteDance, which owns TikTok and its Chinese sister app Douyin.
Mr Gu’s charms have won him 74,000 fans, and many of these have now started to buy his preserved pork cuts. “At first I was just sharing . . . soon people started to ask me if I can sell them the food I showed in the videos,” explained the 26-year-old, who now earns roughly Rmb20,000 ($3,100) each month, twice what his fellow villagers in central China’s Hubei province earn in a year.
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