To pay for the loan, he became a long-haul trucker.

On most days, Shi gets up at 7 or 8 am in his truck and drives until midnight, with three meals prepared in the cab.

Although his more than 1 million followers on Douyin can help him earn money quickly via advertisements from multichannel networks and appliance or cosmetic brands, Shi has rejected the idea because he worries about product quality.

"I also want to make money to pay off my debt, but I must be honest with my followers, who I take as friends," Shi says.

The only product he sold was apples in an orchard in Hebei province, the sales of which have been affected by the COVID-19 pandemic.

"Through my social media account, I just want to help more people in need," Shi says.