In addition to its core IP of aesthetic food-cooking videos, Rishiji also operates an e-commerce business with its own brand and content-related inventory SKU. The company leverages the massive user base of Weibo, the largest social media platform in China, to promote its content and products. Weibo has 521 million monthly active users and 225 million daily active users, making it an attractive platform for businesses to reach a large audience. Sina and Alibaba are major shareholders of Weibo, with Sina holding 44.7% of shares and 70.8% voting power, and Alibaba holding 29.8% of shares and 15.7% voting power.