According to Sohu, a sales phenomenon has appeared on Xiaohongshu recently, when actress Ngo Thien Ngu generated 150 million yuan in revenue in an 11-hour livestream, topping the platform's seller chart.
Revenue exceeding the "hundred million yuan" mark during the time without a major promotion has shocked the industry, causing the media to call Ngo Thien Ngu the new "sales queen" of Xiaohongshu.
Ngo Thien Ngu started out as a model and actress. Although she has not had a truly impressive role in her career, her love story with the famous actor of TVB - Lam Phong, and her marriage to rich young master Thi Ba Hung, have made Ngo Thien Ngu's name often mentioned, and have a certain level of recognition with the public.
In 2023, she and her businessman husband participated in the reality show "Journey of Love", scoring thanks to their high EQ and gentle personality. These things helped Ngo Thien Ngu become more popular before entering the field of livestream sales.
Ngo Thien Ngu has a passion for fashion, beauty and lifestyle. Since 2018, she has invested in content development on Xiaohongshu, regularly sharing her personal life. Up to now, the beauty born in 1993 has posted more than 600 articles, accumulating nearly 1.8 million followers.
The content ranges from skin care, clothing mixing, cuisine, travel, exercise, to friends gatherings. Through many years of sincere sharing, she has built the image of an independent woman with taste, aesthetics and knowing how to enjoy quality of life.
This image helps Ngo Thien Ngu express her professionalism and closeness in the fields of fashion, beauty and household appliances, very suitable for the positioning of many brands.
According to the media, the orientation of developing the commercial livestream segment on Xiaohongshu also created conditions for Ngo Thien Ngu and many other stars to become "sales queens".
Xiaohongshu officially opened a livestream platform in 2020, but at that time the platform could not compete with Douyin for the number of visitors.
In early 2023, actress Dong Khiet opened a livestream on Xiaohongshu, creating a new explosion. Her first livestream reached a revenue of more than 30 million yuan in just 6 hours, becoming the pioneering "sales queen" of the platform.
Dong Khiet's style is completely different from traditional livestream: she speaks slowly, gently, does not praise cheap prices, turning sales into "sharing life like a best friend".
Since 2024, a series of stars such as Y Nang Tinh, Ngo Han, Kham Thanh Tu... have joined the commercial livestream field. The top 10 best-selling sellers are almost all celebrities.
At the end of 2025, Ngo Thien Ngu officially became the new generation sales queen. Her livestream recorded 1.64 million views, had 77,000 orders and brought in a revenue of 150 million yuan.
Experts analyze that Ngo Thien Ngu's success comes from building a suitable image, accumulating long-term content and accurate aesthetic taste.
Ngo Thien Ngu's followers are mainly young women - completely matching the core user group of Xiaohongshu, creating an advantage in customer base.
