HONG KONG — Online influencers known for their luxurious lifestyles are disappearing from Chinese social media amid a government crackdown on conspicuous displays of wealth.

One of them, Wang Hongquan, had claimed to own seven properties in Beijing, the Chinese capital, and that he never left the house in an outfit worth less than 10 million yuan ($1.38 million). Videos he posted online, the veracity of which could not be verified, appeared to show his maids, numerous Hermès handbags, and expensive sports cars that he had purchased.

On Tuesday, his account on Douyin, the Chinese version of TikTok, was inaccessible to his 4.3 million followers. Searches returned an error message saying it had been blocked “due to violations of Douyin’s community guidelines.”

The Douyin accounts of other online influencers who posted similar content, such as Bo Gongzi (Young Wealthy Lord Bai), with 2.9 million followers, and Baoyu Jiajie (Abalone Sister), with 2.3 million followers, were also blocked.

China’s Cyberspace Administration, the national internet regulator, announced a campaign in April against influencers who “create a ‘wealth-flaunting’ persona, deliberately showcasing a luxurious life built on money, in order to attract followers and traffic.” The campaign aims to curb the display of extravagant lifestyles that could foster unhealthy social trends.

This is far from the first time that Chinese authorities have tried to police the internet, which is heavily censored in China, in an effort to combat social trends seen as undesirable. In 2022, officials issued a “code of conduct” for livestream anchors, prohibiting them from “displaying or hyping a large number of luxury goods, jewelry, cash, and other assets.”

The latest crackdown comes as China is experiencing an economic slowdown that has hit the middle class especially hard. Young people in China are also struggling in an intensely competitive job market, with some of them choosing to “lie flat” and withdraw from society or seeing content creation on social media as the only viable career.

“When most people are unhappy with their own lives, they see all this online content that’s so disconnected from reality — seeing all these people who seem so happy and wealthy, it creates a pretty warped psychology,” Lyla Lai, a former beauty influencer who had over a million followers on Douyin, told NBC News in a voice message.

Lai, who left Douyin amid criticism from other users over her sales tactics and lifestyle, said there were “concerns about young people today seeing too much of this stuff and not focusing on their studies anymore, getting caught up in this excessive, greedy materialism.”

“In the long run, that’s definitely not good for development, so this cleanup is really necessary,” said Lai, who now lives in Australia.

She added, “But at the root of it, we also need to see the economy being able to develop more, so people can have a greater sense of fulfillment and happiness in their lives, rather than just seeking psychological comfort through the internet.”

This sentiment is echoed by experts who believe that the crackdown on ostentatious displays of wealth is part of a broader effort by the Chinese government to promote a more socially responsible and cohesive society. The authorities aim to reduce social inequality and ensure that public focus shifts from materialism to more constructive pursuits.

Moreover, the crackdown highlights the increasing tension between China's rapid economic development and the government's desire to maintain social stability. As the wealth gap widens, the government appears to be taking steps to manage public perception and curb potential discontent.

The disappearance of these influencers also underscores the fragile nature of internet fame in China, where online personas can be swiftly erased under government directives. This move serves as a reminder to content creators that their influence comes with a responsibility to align with state-defined social values.

As China navigates its economic challenges, the government's actions reflect a balancing act between encouraging economic growth and maintaining social harmony. The crackdown on wealth flaunting is seen as a necessary measure to foster a more equitable society, but it also signals the complexities of managing a rapidly changing socio-economic landscape. The success of these measures will depend on the broader economic reforms and development strategies that the government implements to address the underlying issues faced by the middle class and the youth.

Additionally, the impact on social media culture in China is significant. The crackdown sends a clear message to content creators that their influence should be wielded responsibly and in line with the government's vision for societal values. The removal of these influencers could pave the way for a new era of social media where content that promotes cultural enrichment, education, and positive social values is prioritized over materialistic and superficial displays.

Furthermore, the crackdown could affect the business models of social media platforms and brands that rely heavily on influencer marketing. With the removal of high-profile influencers, brands may need to reconsider their marketing strategies and focus more on content that aligns with the regulatory environment and social expectations. This shift could lead to a more diverse and value-driven digital ecosystem in China, where content creation is not only about entertainment but also about contributing positively to society.

Overall, the ongoing changes underscore the evolving nature of digital influence and the importance of aligning online presence with broader social and economic goals. The Chinese government's efforts to regulate online content reflect its broader strategy to shape a more balanced and equitable society amid rapid technological and economic changes.

As China continues to implement these measures, the global community watches closely, aware that the outcomes will influence not only Chinese society but also international norms surrounding digital content and influencer culture. The balance between censorship, social responsibility, and freedom of expression remains delicate, and the long-term effects of this crackdown will be a critical area of study for policymakers, economists, and social scientists alike.