The Rise of Street Stalls in China: How Viral Fame is Reshaping Local Economies and Tourism

Published on December 11, 2025

As the sun goes down, the streets of Chinese cities are illuminated not only by neon lights but also by the bustle of street food vendors. Street stalls have long been a fixture in both big cities and small towns, providing affordable meals and a sense of community. However, in recent years, these humble vendors have found themselves at the centre of a cultural and economic revolution, propelled by the power of the internet.

Street food, once thought to be a simple aspect of urban life, is now an important part of China’s changing cultural landscape, thanks to the rise of livestreaming and short-form videos. Vendors who were once local fixtures have become national stars, with their businesses thriving both offline and online. This shift is creating new opportunities for entrepreneurs while also influencing the cultural fabric of modern China.

The Power of Streaming and Viral Content

The internet has played a pivotal role in catapulting small street vendors into the limelight. With the advent of platforms like Douyin (the Chinese version of TikTok), street food has become more than just a late-night snack. It is now a viral phenomenon that draws millions of viewers eager to witness the charm and dedication of vendors.

In Feixian County, located in Linyi City in East China’s Shandong Province, 43-year-old Cheng Yunfu’s noodle stall became a viral sensation after his story gained traction online. For 15 years, Cheng has sold his signature bowl of noodles for just 3 yuan (approximately 0.42 USD), never once raising the price. His dedication and humble persona earned him the affectionate nickname “Noodle Brother” from netizens. Despite his newfound fame, Cheng continues to run his stall as usual, refusing to capitalize on his internet popularity by focusing on the quality of his food and promoting local agricultural products through livestreams.

Cheng’s story illustrates how the power of the internet can elevate a small street food stall into a must-visit destination. By simply being authentic and maintaining his price structure, Cheng became a symbol of perseverance and humility in the digital age.

A New Economy: The Street Stall Revolution

The success of street vendors like Cheng Yunfu and others has given rise to what is now referred to as the “street stall economy”. These businesses, which have traditionally had low barriers to entry, are now flourishing thanks to increased visibility from online platforms. Through livestreams and short videos, vendors can reach a broader audience, increasing their income from both in-person sales and online traffic.

Li Junyong, known as “Chicken Cutlet Brother”, gained fame in Jingdezhen, a city in East China’s Jiangxi Province. With his humorous “talk show-style” approach to hawking his chicken cutlets, Li quickly became a local favourite. His unique style, which includes selling freshly made cutlets for just 6 yuan and offering discounts to students, earned him widespread recognition. A video of Li’s entertaining banter went viral in September 2025, reaching over 10 million views. This surge in popularity resulted in a nearly 40% increase in local tourism bookings during the following National Day holiday.

Despite his newfound fame, Li has remained grounded, continuing to focus on his customers and treating them with warmth and sincerity. His commitment to “honest money” has earned him the title of a vibrant ambassador for his city, highlighting how street food vendors can become influential figures in their communities.

The Role of Sincerity and Dedication in Sustaining Success

While internet fame may bring a surge in business, experts note that long-term success in the street food industry depends on qualities such as sincerity, professionalism, and consistency. Vendors like Cheng Yunfu and Li Junyong have shown that maintaining a personal connection with customers is crucial. Whether it’s through a warm greeting or a personal touch, vendors who prioritise customer service are more likely to build lasting relationships and retain loyal customers.

Chen Limei, a popular grilled skewer vendor from northeast China’s Heilongjiang Province, has built a dedicated following based on her authenticity. Her enthusiastic greeting, “Here comes, brother,” became a viral catchphrase after it was featured in a short video in 2018. For many, Chen’s friendly demeanour provides a sense of connection in an increasingly fast-paced world, making her stall more than just a place to grab a quick bite but a place to feel a sense of belonging.

Street Food and Local Tourism

The impact of street food vendors extends beyond the culinary world. These stalls have become significant contributors to local tourism, attracting visitors from all over China who are eager to experience the charm of the country’s diverse food culture. The success of viral vendors has shown that a simple street stall can become a destination in its own right.

In Jingdezhen, for instance, Li Junyong’s viral success led to a notable spike in local tourism. According to reports, the video showcasing his personality and food preparation skills helped drive a 40% increase in tourism bookings during a peak holiday period. This highlights the interconnectedness of street food and tourism, with vendors playing an integral role in showcasing local culture and cuisine to a broader audience.

Local authorities are also recognising the value of street food vendors in driving tourism and boosting local economies. In cities like Jingdezhen and Linyi, vendors are now being seen as ambassadors of their cities, promoting local culture and providing a unique experience for visitors.

City Management and Challenges of Street Stall Expansion

Despite the positive impact that street stalls have on local economies, the rapid growth of these businesses can sometimes lead to challenges related to urban governance. The rise of street food vendors has prompted some concerns, including noise, sanitation, and overcrowding. In Luodian Town, located north of Shanghai, the influx of young residents led to the creation of more than 100 vending stalls, causing complaints about noise and hygiene.

To address these issues, local authorities have implemented solutions such as designated vending areas with set operating hours, sanitation requirements, and safety regulations. These efforts aim to balance the demand for street food with the need for order and cleanliness in urban spaces. When properly managed, street food stalls can become an asset to a city, contributing to its cultural identity and local economy.

The Future of China’s Street Stall Economy

Street stalls in China have evolved from local food vendors to viral sensations, demonstrating the internet’s power to transform small businesses into cultural landmarks. While there are challenges in managing the sector’s rapid growth, street food vendors are increasingly viewed as important contributors to the local economy and tourism industry. As long as they maintain their authenticity, sincerity, and dedication, the future of China’s street stall economy appears bright, with more vendors expected to rise to prominence in the coming years.

By leveraging the power of online platforms while remaining true to their roots, these vendors are not only reshaping the food industry but also changing how people experience urban life in China.