Li Chao(R) promotes local specialties in Sishui county in Jining during a live-stream on Dec 21, 2021. [Photo/dzwww.com]

Li Chao, a rice noodle shop owner in Sishui county, Jining, East China's Shandong province, currently has more than 1 million followers on short video platforms, generating an annual sales revenue of 20 million yuan ($3.14 million).

"Many repeat customers said that they wanted to bring my rice noodles to other places, so I started producing instant rice noodles," said Li.

She registered her own noodle brand, Cai Hua Li, in early 2016 and started selling her products through short video platforms in June 2019.

Her company currently has 30 employees and delivers about 3,000 orders per day, though that number can surge to 10,000 during promotional events on holidays, said Li.

She also takes advantage of her increasing popularity to promote local specialties in Sishui, which has greatly boosted the upstream and downstream enterprises in the county.