Vlogger wins 500,000 yuan for viral Xizang video

A viral video documenting a 2,229-kilometer taxi journey from Chongqing to Lhasa, Xizang autonomous region, has earned Chinese vlogger Li Yaode a 500,000 yuan ($73,574) reward from regional authorities, most of which he said he will donate, prompting discussion over tourism promotion, public incentives and the influence of online creators.

The reward came less than a month after Xizang's cultural and tourism authorities launched a program offering tiered awards for original tourism videos promoting the region. The top prize of 500,000 yuan is available for videos that receive more than 5 million likes and become online sensations.

Authorities in Xizang announced on Sunday that Li's 22-minute video, posted the previous day, had met the criteria for the top award. They said the video generated significant organic online engagement and that the prize would be paid promptly.

In the video, Li is seen leaving Chongqing on June 26 in an electric taxi and arriving at the Potala Palace in Lhasa on Thursday. During the weeklong journey, he documented scenery, local cuisine and encounters along National Highway G318, while two taxi drivers from Chongqing took turns behind the wheel.

Upon arrival in Lhasa, Li said the journey reminded him to remain brave and free.

"Do not care too much about how others see you," he said. "Life is meant to be experienced."

By Monday afternoon, the video had garnered more than 21 million likes, over 1.7 million comments and 9.9 million shares on Douyin, the Chinese version of TikTok.

In a statement on Sunday, Xizang's cultural and tourism authorities thanked Li for promoting the region, saying the reward recognizes high-quality cultural and tourism content while demonstrating the authority's commitment to providing incentives for eligible works.

The department also invited more content creators to document Xizang's natural landscapes, intangible cultural heritage and everyday life.

In a follow-up video posted after the award was announced on Sunday, Li said he would give each of the two taxi drivers 10,000 yuan and donate the remaining 480,000 yuan.

The video's popularity sparked widespread online discussion.

Many netizens said it has inspired them to travel and presented a vivid and personal portrait of Xizang. Others praised the authorities for honoring their public commitment to reward outstanding content creators.

Li's donation plan also prompted suggestions from the public. Some urged him to donate directly to schools, families or individuals in need rather than making a one-time donation to an organization. Others suggested he work with Xizang authorities to support local communities so that the reward would, in turn, benefit the region.

Media commentaries praised the incentive program while also urging caution against blind imitation.

Li Qinyu, chief commentator at The Paper, said Xizang's fulfillment of the reward promise could encourage more creators to participate in tourism promotion, shifting the model from official publicity toward broader public participation.

However, Beijing News noted that Li's taxi journey to Xizang was expensive and difficult to replicate, warning of risks including altitude sickness, slippery mountain roads and rapidly changing weather. The newspaper also suggested that reward programs could consider additional indicators beyond the number of likes, such as increases in tourism-related searches, inquiries and bookings.