China shopkeeper plucks feathers off chicken butts on live stream to boost business

A snack vendor in southwestern China has found an unusual path to business success: creating ASMR videos of herself plucking feathers from chicken bottoms. Wang Yuxian, who runs a small eatery in Leshan, Sichuan province, turned a quirky video into a viral live-streaming phenomenon, significantly boosting her slumping sales, the South China Morning Post (SCMP) reported.

Facing a decline in profits since early 2025 at her shop, which specialises in local delicacies like chicken butts, Wang decided to experiment. In March, she posted a video of the feather-plucking process, which quickly garnered over 5 million views. This unexpected virality sparked an idea: to turn the mundane task into a live ASMR experience.

Equipped with audio gear, Wang amplifies the distinct sound of tweezers pulling out white feathers, creating an autonomous sensory meridian response (ASMR) effect that her growing fanbase finds incredibly relaxing. Her live streams now attract over 12,000 viewers at a time, with many tuning in for an average of 38 minutes, often late at night. The stress-relieving quality of her content has proven to be a major draw. SCMP quoted one viewer as saying: "I fell asleep without even realising it. My insomnia has got better."

The unique ASMR approach has translated directly into soaring business. Wang’s shop sells 250g servings of the chicken delicacy for 26 yuan (about Rs 300), available in six flavors. Since launching her live streams, monthly sales have astonishingly climbed past 200,000 yuan (around Rs 23.5 lakh). Another viewer, initially curious about the ASMR, found themselves converted to a customer, stating, "I was just curious at first. But after watching the live stream, I ordered some chicken butts. They tasted way better than I expected."