This paper is part of The gender of the platform economy, a special issue of Internet Policy Review guest-edited by Mayo Fuster Morell, Ricard Espelt and David Megias. Introduction Wanghong is short for the Chinese term “wangluo hongren”: people who have gone viral online. Covering a wide spectrum of participants including video uploader, vlogger, popular accounts on diverse social media, wanghong refers to a particular stream of vocational Chinese internet celebrities that have acquired their celebrity online and have acute incentives through various models to liquidate such online influence by transforming followers into consumers (Han, 2020a). As of late, the wanghong economy in China …