Dong Yuhui
Dong Yuhui | |
|---|---|
| Born | Tongguan, Shanxi, China |
| Occupation(s) | Live-streamer, online influencer, English instructor |
| Years active | 2015–present |
| Known for | Live streaming on Douyin, English education, cultural commentary, product endorsements |
| Notable work | "Walking with Hui" ("Time with Yuhui") live-streaming channel |
Dong Yuhui () transitioned from being an English instructor to becoming a prominent live-streamer and online influencer, initially gaining recognition through his association with New Oriental Education & Technology Group. He rose to fame by integrating English language tips and cultural narratives with product endorsements on the Douyin platform. Presently, he serves as a senior partner at East Buy and holds the position of Vice President within New Oriental's Cultural and Tourism division.
Life and career
Originating from rural Tongguan in Shanxi province, Dong Yuhui completed his studies at the Tourism College of Xi'an International Studies University in 2015. That same year, he began his career at New Oriental as an English teacher for high school students. By 2016, he had advanced to lead the English teaching department and subsequently took charge of Grade 12 English instruction and training programs at New Oriental Online.
Following the Chinese government's 2021 restrictions on private tutoring, Dong adapted by shifting his focus toward live-stream sales for New Oriental. This transition aligned with the company’s strategic move away from education toward e-commerce ventures, particularly emphasizing agricultural goods marketed under the Oriental Select label.
Dong’s live broadcasts stood out by merging product marketing with English education and cultural commentary, distinguishing him within the e-commerce sector and rapidly expanding his follower base since mid-2022. His efforts contributed substantially to boosting revenues for Oriental Select.
By December 2023, Dong had amassed nearly 1.5 million followers on Wei Bo, significantly exceeding East Buy’s official account, which held 116,000 followers. On Douyin, his personal follower count reached approximately 22 million, while East Buy’s primary account—featuring multiple hosts—boasted around 29 million followers.
Controversy
In December 2023, Dong Yuhui became embroiled in controversy when it emerged that certain live-stream content, including a brief essay about Jilin province, was not entirely authored by him. This revelation led to backlash from his supporters, resulting in a decline in East Buy's stock price and a reduction in his Douyin followers.
Supporters initiated a boycott against Oriental Select’s channels, accusing the company of appropriating Dong's work without proper credit. Despite apologies issued by New Oriental's founder and chairman Yu Minhong, the dispute persisted, culminating in the dismissal of CEO Sun Dongxu.
Later that month, East Buy clarified Dong's role by announcing his reinstatement as a senior partner and cultural advisor to Yu Minhong, alongside his appointment as Vice President of New Oriental Culture and Tourism Group. Following this announcement, East Buy’s shares surged more than 21%, closing at HK$31.85.
On January 9, 2024, Dong launched an independent live-streaming channel titled "Walking with Hui" ("Time with Yuhui"), which rapidly gained over 7 million followers and accumulated more than 200 million likes within just 20 minutes of its inaugural broadcast.
Departure from East Buy
On July 25, 2024, Dong formally resigned from East Buy, citing personal reasons and career aspirations. The "Time with Yuhui" brand was sold to him for 76.6 million yuan; however, CEO Michael Yu Minhong indicated that arrangements had been made to transfer ownership without charge. This announcement triggered an 8% decline in New Oriental shares during pre-market trading and prompted a share repurchase initiative valued at up to 500 million yuan over the following year.
Established as a wholly owned subsidiary of East Buy in late 2023, "Time with Yuhui" specialized in cultural and tourism-focused livestreams showcasing local heritage and products from regions including Hubei, Chongqing, and Shanxi. Dong cautioned that without backing from its parent company, the venture would encounter significant difficulties post-departure.
In the first half of fiscal year 2025, Oriental Selection reported a net loss of RMB 96.5 million, partially attributed to Dong’s exit and his acquisition of the “Time with Yuhui” brand.
In April 2025, Dong was honored with the inaugural “Outstanding Communication Award” at the 2024 People’s Literature Awards for his influential role in promoting modern Chinese literature through livestreaming platforms.