Sino Celeb: Ye Si (aka Gogoboi)

By Cassandra Gu, July 10, 2018

0 0

Sino Celeb is a monthly feature where we introduce a Chinese celebrity to our readers.

Ye Si began his career as an English teacher before moving into the fashion industry, working as a junior fashion editor at Grazia China. In 2010, he began posting his own personal commentary on celebrities’ outfits on his Weibo account, under the handle ‘Gogoboi.’ Known for his snarky and raw critiques, Ye garnered online attention and earned a steady growth of followers. His witty commentary provides a provocative look at the curated images of those in the limelight, challenging their qualifications as rightful spokespeople of high fashion.

Though some dismiss Ye’s opinionated critiques as a rather distasteful means to seek public attention, it didn’t stop him from cultivating a cult following. With over 75 million followers on Weibo and more than 100,000 views per article on average on WeChat, Ye is now one of the most influential fashion bloggers in China.


In 2016, Ye set up his own channel on Youku, China’s YouTube-like platform, where he interviews international celebrities such as Karlie Kloss, Cate Blanchett and Tim Burton, alongside presenting his own shows.

In 2017, Ye launched his WeChat boutique, called Bu Da Jing Xuan, which sells a curated selection of luxury goods. Today, Ye has partnerships with luxury brands such as Louis Vuitton, Cartier, Gucci and Dior, as well as high-street brands like Uniqlo and H&M. 

Representing a new kind of player in China’s luxury fashion world in the digital age, Ye has evolved from a mere social media personality to a fashion brand with commercial value.

Kind of like: American fashion critic Cathy Horyn
Famous for: snarky critiques on celebrity styles
See him on: almost every Chinese social media platform

For more Sino Celeb, click here.

[Images via Ye Si/Instagram]

more news

Sino Celeb: Zhou Dongyu

The young actress is known as one of the 'Four Renowned Actresses of the Post-90s Generation.'

Sino Celeb: Edison Chen

Chen is an established actor and hip hop artist, although he is probably best known for his numerous scandals.

Sino Celeb: Huang Xuan

Fans love him for the consistent trait he brings to every character: a deep-hidden sense of aggrieved suffering combined with a warrior's heart.

Sino Celeb: Liu Ye

While domestically famous, he has also starred alongside Oscar winner Meryl Streep in 2007's 'Dark Matter.'

Sino Celeb: Khalil Fong

The R&B musician straddles traditions with apparent ease, pumping out soul-infused songs in English and Mandarin.

Sino Celeb: Jane Zhang

Since her debut, Zhang has blasted onto the world stage, performing live on the Oprah Winfrey Show and singing onstage with John Legend.

Update: Tickets for Bruno Mars' THIRD Shanghai Show Are Sold Out

Bruno Mars' popularity here in Shanghai seems to know no bounds.

11 Things You Didn't Know About John Legend

Getting to know John Legend as his Darkness and Light Concert comes to China.

0 User Comments

In Case You Missed It…

We're on WeChat!

Scan our QR Code at right or follow us at Thats_Shanghai for events, guides, giveaways and much more!

7 Days in Shanghai With

Weekly updates to your email inbox every Wednesday


Download previous issues

Never miss an issue of That's Shanghai!

Visit the archives

Get the App. Your essential China city companion.