Along with 薇娅 (Viya), he defined the 直播带货 (livestream commerce) format in China. After Viya's 2021 tax-evasion penalty, Li Jiaqi became the dominant solo host on Taobao Live.
Born 1992 in Jiangxi, former L'Oréal counter assistant turned Taobao Live star. Nicknamed 口红一哥 (Lipstick King) after testing hundreds of lipstick shades on-air. Catchphrase: OMG，买它！买它！His business has survived two major controversies (the 2022 stream cut during an ice-cream-tank incident, and 2023 remarks dismissing a viewer's complaint about eyebrow-pencil prices).
