He said on social media that he began helping his family sell pork after failing the national college entrance exam in 2023, local outlet Jimu News reported.

He said he wakes at 2 a.m. each day to go to the slaughterhouse, then sets up his stall and livestreams sales until the afternoon.

In videos on his social media account, Sun said he is the eldest of seven siblings in a family of nine.

According to World Journalhis second sister is permanently disabled in one hand after an accident while his one-year-old brother has Down syndrome. He said he faced mounting financial pressure as his mother was expecting another child.

Sun added that his former classmate had recently had a son while he was about to have a seventh sibling.

His parents, both nearly 50, said they wanted to have many children because they believed a large family would improve their chances of changing their lives. His father said the eldest son should take responsibility and help support the family.

Sun’s story initially drew sympathy from internet users, but the local civil affairs bureau later found the family’s situation was not as described online.

It said the family owns three butcher shops, and Sun’s father said he can afford to raise the children and has declined outside help.

Sun’s social media account, which has more than 140,000 followers, was reportedly created by team using a script. High viewership from the livestreams helped him sell up to three pigs a day at 60 yuan (US$8) per kg.

After being exposed, many accused the family of misleading the public to profit from livestream sales. Others criticized the parents’ view of having children as an investment, saying it harms the children’s future and exploits their labor.

Sun’s account is now facing penalties from the platform where he livestreams. Under China’s internet regulations, accounts that fake poverty to attract sympathy for sales can have e-commerce functions disabled, be banned from livestreaming, or be permanently removed.

Authorities said they are investigating the role of the team behind the fabricated story, adding that using such a narrative to sell pork at higher-than-market prices may constitute consumer deception and false advertising.