Elaborate deception scheme exploited consumer trust in e-commerce

A sophisticated scam has been uncovered involving Chinese influencers impersonating royal divs from the Middle East, resulting in account bans and increased scrutiny of deceptive practices within China’s rapidly growing e-commerce sector.

The fake princess phenomenon

One of the most high-profile cases centered around Luo Jialin, a prominent Key Opinion Leader (KOL) on Douyin with over 100,000 followers. Luo built a lavish online persona as a Saudi princess, claiming to be married to a young prince from a wealthy Saudi family. In her videos, she often appeared in opulent gold gowns, flanked by hired actors portraying Arab royalty.

The scam targeted unsuspecting fans with low-cost “luxury” products, such as “French perfume” and “British royal laundry detergent,” sold for as little as 50 yuan (approximately $7). Those questioning the legitimacy of the deals were swiftly blocked from her livestreams.

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A recurring pattern of deceit

Luo’s scam was not an isolated case. Another unidentified influencer adopted a similar strategy, donning Middle Eastern attire and posing alongside a supposed “Dubai prince.” Her storyline involved an impending divorce and an urgent need to liquidate assets, which led to flash sales of suspiciously cheap items like 6-yuan stockings and low-quality detergents.

Community backlash and official response

The Dubai Chinese community organization DXBcom issued a statement refuting claims of royal involvement in any livestream sales targeting Chinese audiences. Investigations revealed the so-called “princes” were hired actors. Social media platforms responded by suspending the fraudulent accounts and removing associated products.

Exploiting trust and admiration

Consumers expressed anger and frustration over being duped. One Weibo user criticized the exploitation of fans’ admiration for wealth and success: “These influencers prey on people’s fascination with elite lifestyles.” Another user shared a cautionary tale: “My mother bought a 30-yuan ($4) perfume from one of these fake princesses—it smelled awful. Don’t fall for these scams.”

Insights from a legitimate voice

“Saudi Rou Sister,” a verified influencer on Douyin with 2.55 million followers, highlighted the implausibility of these scams. “True nobles in the Middle East are discreet and rarely active on social media,” she explained, underscoring the fabricated nature of the claims.

Calls for tighter regulation

The exposé has reignited discussions about the need for stronger regulation and consumer protection within China’s digital marketplace. While the banned influencers face consequences, specific penalties remain undisclosed, leaving room for broader industry reform to address such deceptive practices.