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

5 Fast Facts About Chinese Dancer Jin Xing

Choreographer, talk show host and more.

5 Fast Facts About Mulan Star Liu Yifei

She’s a songbird and loves cats.

5 Fast Facts About Chinese Actress and Role Model Ma Yili

The name Ma Yili has been on the lips of Chinese gossipers after news broke of the actress’ high-profile divorce at the end of July.

5 Fast Facts About Chinese-American Mandopop Idol Wang Leehom

The violinist turned singer is one of the biggest names in the mainland's music scene.

5 Things You Should Know About China's Angelababy

Chinese actress Yang Yin, aka Angelababy, has become one of China’s most famous faces and highest-paid actresses.

The Tragic Life-Story of Chinese Actress Tsai Chin Hits Cinema Screens

Tsai Chin's life resembles a mashed-together jigsaw puzzle made up of pieces of varying shapes and sizes.

5 Fast Facts About Chinese Funnyman Yue Yunpeng

The Chinese crosstalk performer has garnered a legion of followers with his distinctive and peculiar style.

5 Fast Facts About Award-Winning Chinese Actress Dilireba

The Xinjiang-born actress has become a household name in recent years.

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.