來自中國山東省萊州沙河的燒烤店女老闆王木木，原本只是當地一名外型甜美、個性爽朗的普通店家。她獨自經營一家小型燒烤店，但因地理位置偏遠與競爭激烈，生意始終不見起色。為挽救業績，決定嘗試結合時下流行的直播行銷模式，透過社群平台向更多潛在顧客推廣自己的店鋪。

起初，王木木的直播風格較為平淡，主要以介紹菜品、與觀眾互動為主，成效並不顯著。後來，在觀眾的建議與流量壓力下，她逐漸轉向較為「性感」的直播風格，不僅換上緊身制服，還會在店內邊上菜邊小跳舞，吸引眼球。這一轉變意外地引起話題，吸引大量網友關注，粉絲數快速突破五萬人，不少當地年輕人也慕名前往「打卡」，燒烤店一時人氣高漲。

然而，隨著人氣上升，也伴隨著壓力與誘惑。在某段時間內，她開始與榜一大哥（直播平台上最大的金主）互動頻繁，並疑似因對方大額打賞的鼓勵，拍攝一段長達8分24秒的情色影片。影片流出後迅速在網路上瘋傳，引發社群熱議與輿論壓力。

事件爆發後，王木木迅速關閉燒烤店，也停止所有直播活動。外界傳言紛紛，有人批評她「為了流量不擇手段」，也有人對她表達同情，認為她只是被社群壓力與經濟現實所逼。稍後，有疑似為本人出面的帳號發文澄清，聲稱該影片為AI合成，並表示關閉餐廳的真正原因是為避開流言蜚語與網絡霸凌。

此事件在網絡上引起兩極化的反應，也再次引發關於「直播經濟」、「網紅倫理」、「流量與風險」等社會議題的討論。

Wang Mumu, a barbecue restaurant owner from Shahe, Laizhou in Shandong Province, China, was originally just an ordinary local businesswoman, known for her sweet appearance and cheerful personality. She ran a small barbecue shop on her own, but due to its remote location and fierce competition, the business struggled to gain traction.

In an effort to revive her sales, Wang decided to embrace the trending model of livestream marketing, using social media platforms to promote her shop to a wider audience.

At first, her livestreams were rather modest—mainly showcasing dishes and chatting with viewers—but they didn’t attract much attention. Over time, under viewer suggestions and the pressure to grow her following, she gradually shifted to a more provocative style. She began wearing tight-fitting uniforms and would even dance lightly while serving food in the restaurant, aiming to catch viewers’ eyes. This unexpected change sparked online buzz, and her fan count quickly surpassed 50,000. Many local young people also began visiting the shop in person to “check in,” temporarily boosting the restaurant’s popularity.

However, with increased fame came mounting pressure and temptation. At some point, Wang began interacting frequently with her platform’s top supporter (commonly referred to as the “Number One Gifter”), and was allegedly encouraged by his lavish donations to record an 8-minute-and-24-second explicit video. The video was soon leaked online, spreading rapidly and triggering a wave of discussion and backlash on social media.

Following the incident, Wang swiftly shut down her barbecue shop and ceased all livestream activities. The public response was mixed—some condemned her for “doing anything for traffic,” while others expressed sympathy, believing she was driven by economic hardship and social media pressure.

Shortly afterward, a social media account believed to belong to Wang posted a clarification, claiming the leaked video was AI-generated, and that the closure of the restaurant was an attempt to escape rumors and cyberbullying.

The incident drew polarized reactions online and reignited public debate around topics such as livestreaming culture, influencer ethics, and the risks of chasing online fame.

照片:中國微博