Personnel news | Where do the “online celebrities” of cultural tourism directors go?
In recent years, several “online celebrities” who are skilled at utilizing the internet and responding to fan suggestions have been promoted and appointed to key positions in cultural tourism departments.
Recently, the office of the沈阳市 government issued a notice on the adjustment of the work分工 of some leading comrades in the municipal government. Among them, Liu Kebin, vice mayor and member of the municipal government party group, is responsible for education-related work. He is in charge of the Municipal Education Bureau, the Municipal Examination Institute, and state-owned colleges and universities. He also contacts the Municipal Social Science Federation, colleges and universities, as well as Shenyang Cultural Tourism Industrial Development Co., Ltd.
Liu Kebin, male, Han nationality, born in February 1967, has an undergraduate degree through part-time study and is a member of the Communist Party of China. He has previously served as the director of the Office of Shenyang University and as the vice president of the university. In 2021, he was appointed as the director of Shenyang Sports Bureau, and in 2023 as the director of Shenyang Cultural Tourism and Radio Television Bureau.
In May this year, the Shenyang Municipal Party Committee Organization Department issued a notice for pre-service publicity, announcing Liu Kebin’s intended promotion to a higher position. Subsequently, Liu Kebin became a member of the Shenyang Municipal Government Party Group and continued to serve as the director of the Cultural Tourism and Radio Television Bureau. In November, Liaoning Provincial Party Committee Organization Department also announced his intended nomination as a candidate for deputy mayor of a sub-provincial city. On December 10th, the 20th meeting of the Standing Committee of the 17th Shenyang People’s Congress decided to appoint Liu Kebin as the deputy mayor of Shenyang.
Another “online celebrity” cultural tourism director who is expected to be promoted soon is Xiang Rulian.
In 2023, Xiang Rulian, secretary of the Party Leadership Group and director of the Cultural Tourism Radio and Television Bureau in West Hunan (湘西州), appeared in public with exquisite national costumes as an “online celebrity” cultural tourism director with a new image that made a stunning debut. She frequented landmark attractions such as the ancient town of Phoenix in West Hunan (湘西凤凰古城), using her fiery passion to invite other “online celebrity” cultural tourism directors Liu Hong and Xie Wei to come to mysterious West Hunan as guests. These promotional videos quickly spread across multiple platforms and hit trending lists on social media.
On October 25th this year, Hunan Provincial Party Committee Organization Department issued a notice for pre-service publicity announcing that Xiang Rulian, secretary of the Party Leadership Group and director of West Hunan Cultural Tourism Radio and Television Bureau was nominated as a candidate for deputy mayor of a city. According to a message from Hu Tian Middle School’s official WeChat account, on November 19th afternoon, Xiang Rulian attended a ceremony in Hu Tian Middle School in Huaihua City where she spoke as a nominee for deputy mayor. The ceremony was for a名师工作站 at Hu Tian Middle School associated with Changsha’s Zhou South Middle School which was officially launched.
In addition to Liu Kebin and Xiang Rulian, Xiao Min who served as the director of Wuhan’s Cultural Tourism Bureau in 2023 used her knowledge of English and German to present Wuhan through videos that went viral on social media. Xiao Min was appointed as deputy mayor and acting mayor of Tianmen City in January 2024 before being formally appointed as mayor later on.
Among cultural tourism directors across China, He Jiaolong from Xinjiang and Liu Hong from Ganzi are early examples who gained recognition through their promotion and subsequent appointments to higher positions. He Jiaolong served as deputy vice director of the Culture and Tourism Bureau in Zhaosu County before becoming vice mayor responsible for promoting tourism via popular social media platforms in Xinjiang after launching popular videos dressed in traditional attire while galloping through snow-covered landscapes. Liu Hong gained recognition by promoting local tourism through videos dressed in Tibetan costumes while adopting various personas which gained him widespread popularity among tourists. He later went on to become vice chairman of Ganzi Autonomous Prefecture’s Political Consultative Conference.
Regarding the promotion of Liu Kebin and other “online celebrity” cultural tourism directors such as Liu Hong, some media outlets commented that their recognition by fans who appreciated their dedication provides encouragement for more government officials to actively embrace internet communication tools that engage with internet users directly which enables them to respond effectively to concerns by delivering positive outcomes which contribute towards strengthening trust between government officials and citizens alike. The public looks forward to seeing more “online celebrities” who are dedicated leaders receiving promotions and playing crucial roles while embodying leadership qualities such as putting citizens first regardless of position taken up through various roles with humility respect while assuming responsibility towards improving conditions for people and promoting welfare initiatives which are focused on serving others.”
