Lin Jiang, the 50-year-old Chongqing content creator known as "Uncle Goose", is rebuilding his braised goose business after the viral boom that made him a social media star in early 2025 faded by spring 2026. [1]
Lin shot to fame during American YouTuber IShowSpeed's China tour when he promoted Rongchang braised goose, turning the district into a trending topic and sending related social media posts to 60 billion views across platforms, a rise of nearly 5,000% year on year. [1]
At his peak, Lin's Douyin channel drew more than 1 million subscribers. The attention also sparked a rush of new shops, with about 600 braised goose stores opening after the viral boost, though many have since closed. [1]
The surge did not last. By spring 2026, tourist traffic and livestream viewership linked to Lin's viral moment had dropped sharply, and a local ride-hailing driver said last year's May Day holiday was "insane" because "the streets were packed with cars from all over the country," but added that "that peak has passed." [1]
Lin tried to turn the burst of attention into a longer business. He launched his own braised goose brand, also called "Uncle Goose", in June 2025, with outlets in Chongqing's Rongchang and Beibei districts, as well as in Leshan in Sichuan province and Shanghai. [1]
Despite the decline, his Rongchang store stayed open during the Chinese New Year holiday in early 2026 and still drew tourists, which helped keep the business moving. Lin said, "Of course, I'd like to be a bit more popular than I am right now." [1]
He now spends long nights livestreaming, chatting with viewers and snacking on braised goose, a routine that also brings in bulk orders. [1]