China’s controversial ‘love master’ teaches women to marry rich men

A Chinese influencer who specializes in giving dating and relationship advice to women has come under criticism for encouraging her followers to choose rich partners for financial reasons.

Qu Qu, real name “Le Chuanqu,” is one of the most controversial social media influencers in China. A former singer, she quickly rose to become an online love guru, giving her followers dating and relationship advice with the main goal of bettering themselves financially. What set Qu Qu apart from the many other dating gurus online was her open view of relationships as a “benefit exchange” that can be exploited for financial gain. Qu Qu often refers to herself as the “McKinsey of relationships,” telling her fans that romantic relationships and marriages are steps toward climbing the social and financial ladder, and therefore must be handled very carefully to achieve the desired results.

“All relationships are essentially about exchanging benefits,” Qu Qu told her fans during a livestream session. “Everything should be used to increase my advantage and make me stronger.”

The controversial “love master” has become one of China’s most financially successful internet celebrities, reportedly earning 142 million yuan ($19 million) a year. She charges 1,143 yuan ($155) per consultation during her live streams, and her popular courses cost an additional 3,580 yuan ($493). However, if you’re looking for personal one-on-one coaching, packages start at 10,000 yuan ($1,380).

Although Qu Qu has legions of fans who listen to her every word, her controversial concepts and approach to dating have caught the attention of Chinese authorities. To avoid violating live streaming rules in China, the love guru has acquired her own vocabulary, which, for example, refers to marriage as “inside the fortress,” money as “rice,” and pregnancy as “carrying a ball.”

In December last year, Qu Qu was banned on Weibo for “repeatedly promoting unhealthy relationship views to attract attention and profiting from selling courses and instilling false values,” but that was not the end of her. Since then, the influencer has been promoting herself and her business through other channels and continues to enjoy great success, especially among young women, who make up her main audience.

“Your approach is understandable,” said one of Qu Qu’s supporters. “What’s wrong with wanting both love and money? This is a realistic society. Why shouldn’t people strive for better?”

“She has had a profound impact on me this year,” commented another. “I’ve learned fundamental concepts like goal orientation and using every opportunity to empower myself. Her insights on recognizing a man’s true nature are invaluable. I highly recommend her.”