Core Insights - The article discusses the rise of grassroots individuals in the internet celebrity scene, contrasting their authenticity and sincerity with the previous trend of superficiality and high production values in content creation [1][2][3] Group 1: Trends in Internet Celebrity Culture - There is a shift from valuing "beauty as justice" to appreciating genuine, unfiltered content, as seen in the rise of ordinary street vendors who have gained fame through authenticity [3][4] - Grassroots individuals are redefining what it means to be an internet celebrity by leveraging their long-standing dedication to their crafts, such as the "Chicken Chop Brother" and "Sugarcane Brother," who have both worked in their respective fields for decades before achieving fame [7][8] Group 2: Case Studies of Successful Grassroots Celebrities - "Sugarcane Brother" transformed his farm into an interactive experience, allowing visitors to "steal" sugarcane, which resonated with urban dwellers seeking stress relief [10][11] - "Chicken Chop Brother" gained significant attention for his commitment to quality and customer service, maintaining low prices and high standards, which led to a surge in local tourism and sales [14][19] - "Tofu Girl" utilized social media to share her life and community stories, creating a "mobile supermarket" that emphasizes community support and genuine interactions, leading to a substantial following [23][29] - "Dough Figurine Uncle" modernized traditional craft by appealing to younger audiences with customized designs, resulting in long queues and high demand for his products [31][35] - "Braised Goose Brother" capitalized on a viral moment to promote local cuisine, significantly boosting sales and community engagement through his unique marketing approach [40][43] Group 3: Emotional Connection and Consumer Behavior - The success of these grassroots figures highlights a growing consumer desire for emotional connections and authentic experiences, contrasting with the previous focus on polished, scripted content [47][48] - These individuals have tapped into the emotional value of their offerings, providing not just products but also a sense of community and trust, which resonates deeply with consumers [50]