Zhao Lusi has officially taken on a new public role, becoming an Agricultural Promotion Ambassador and Agricultural Support Livestream Ambassador, a move that places her growing influence firmly within China’s rural revitalisation efforts.
The announcement comes ahead of her scheduled charity livestream on January 28 at 3:00 PM (local time) on Xiaohongshu, where she will promote agricultural products without earning any commission.
The livestream marks Zhao’s first official appearance in this capacity and focuses on everyday essentials rather than celebrity-led merchandising. Viewers can expect staples such as rice, cooking oil, seasonings, regional snacks, and selected intangible cultural heritage items.
Sichuan province serves as the first stop for the initiative, with local products and culturally rooted fashion pieces featured during the broadcast.
The program operates under the guidance of the Sichuan Provincial Department of Agriculture and Rural Affairs and aims to create direct visibility and demand for farmers.
Zhao’s involvement follows a viral moment earlier this week (Jan 21) when she was spotted running a small street food stall at a night market in Hainan, selling egg pancakes from her hometown.
The low-key appearance and hands-on effort drew widespread attention online and reinforced her reputation for engaging with everyday life beyond the screen. Zhao later explained that the experience helped her reconnect with what she called “the most genuine moments of living”.
Her appointment also aligns with a longer record of philanthropy, including disaster relief donations, rural education support and animal welfare advocacy.
As celebrity-led livestreams become increasingly commercial, Zhao’s decision to take part without commission brings the focus back to purpose rather than performance.
What do you think of Zhao Lusi’s hands-on approach to farmer support? Join the conversation on X, Instagram, and Lyrical Muse.
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