Cheng Yunfu, a 44-year-old noodle seller from Linyi, Shandong province, became an unexpected viral celebrity in spring 2021 after social media posts about his pork bone broth hand-pulled noodles gained widespread attention [1]. At the height of his fame, Cheng said he couldn’t leave his home because "50,000 people had shown up at my house" [1].
The overwhelming crowds brought harassment including intrusive phone calls, strangers entering his home uninvited, and swarms of livestreamers filming his daily routine [1]. "There were just too many people, too many things that were out of my control," Cheng said [1].
Before going viral, Cheng ran a humble stall selling hand-pulled noodles at a local fair for 15 years. He charged 3 yuan (about $0.45) per bowl and sold up to 600 bowls on busy days, earning only small profits [1].
After the viral attention waned, Cheng’s business returned to a quieter state, serving mainly neighbors and local villagers with only a few dozen customers a day [1]. The massive crowds and media attention that once overwhelmed him have subsided.
Cheng’s story highlights the rapid rise and fall of viral fame in social media culture. The viral moment came and passed during spring 2021, leaving Cheng back in his community but forever known as the man behind the beloved pork bone broth noodles [1].