He gained popularity through his unique approach to live-streaming sales, combining English learning tips and culture awareness contents with product pitches on the Douyin platform.
[4][5] Following a state policy shift in late 2021 which substantially trimmed down the private tutoring industry, Dong transitioned to live-streaming sales for New Oriental.
[6] In his live stream sessions, Dong combined product pitches with educational content, blending English language tips and cultural references to engage his audience.
This disclosure sparked intense online discussions and backlash from Dong's fans, leading to a decline in East Buy's stock prices and a loss of followers on Douyin.
[13] The company's response, including apologies from New Oriental's founder and chairman Yu Minhong, failed to quell the controversy, resulting in the removal of its then CEO Sun Dongxu.
Dong Yuhui's status was subsequently clarified later in December, with East Buy announcing his return to live-streaming as a senior partner and assistant of culture to Yu Minhong.