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The Chinese authorities have fined a nationalist commentator, Sima Nan 司马南, more than 9 million yuan (US$1.2 million) for tax evasion.
Sima Nan is one of China’s most outspoken pro-government online influencers, with a total following of over 66 million across his social media channels.
Known for his fierce criticism of the West, he calls himself an "anti-US fighter" (反美斗士), building a personal brand on being "anti-America" (反美), "patriotic" (爱国), and a "critic of capitalism" (批资).
He’s also made a name for himself attacking wealthy Chinese entrepreneurs, and making a point of calling out high-profile tax evaders, like in December, 2021, when he criticised live-stream influencer, Viya (薇娅), when she was fined for tax evasion:
"Internet celebrity Viya was exposed for tax evasion. I originally thought she was just a good-looking young woman, and people were willing to buy her products.
If it weren’t for the media’s revelations, who would have believed that a company like Viya’s was involved in tax evasion?"
“网红薇娅，因为偷税漏税被爆雷，薇娅，原来以为就是一个小姑娘，长得好看，然后大家愿意买她的东西，如果不是因为媒体曝光的话，谁能相信薇娅这种公司，涉嫌偷税漏税？”
Sima Nan a polarizing figure.
His devoted following see him as "speaking for the poor" (为穷人代言), and eagerly consume his ultranationalist content.
Yet, he is also widely criticised for peddling propaganda purely to drive online traffic for his own commercial benefit.
Sima Nan has also had online clashes with another nationalist influencer, Hu Xijin 胡锡进, the former editor-in-chief of the Global Times.
From the archive: Hu also ran into trouble with the authorities in July last year.
Both men have acquired unflattering nicknames.
Hu is known as "Frisbee Hu" (胡叼盘)—a jab at his habit of adjusting opinions, and even reversing them, to fit with his understanding government rhetoric, which often changes. Sima Nan, meanwhile, is known as "Sima Trapped Head" (司马夹头), a reference to an incident in 2012 in the U.S. when he got his head stuck between the railings of an escalator—which even earned his fans a similar nickname: "Trapped Head Fans" (夹头粉).
From one painful experience, back to another more recent one…
Sima Nan’s fine for tax evasion comes after an investigation by Beijing tax authorities which revealed he underreported 4.62 million yuan (US$640,000) in taxes between 2019 and 2023 by concealing income and making false declarations.
His film and television production company was also found to have underpaid 753,200 yuan (US$104,000) in corporate income tax by fabricating costs and exploiting tax breaks intended for small businesses.
Online critics were quick to point out his hypocrisy:
Sima Nan finally destroyed his patriotic persona himself.
By tearing off the mask of a "two-faced person", he has been mocked to be: "Profiteering from patriotism, while privately enjoying life in the U.S."
Honestly, I never would have expected that this time, tax evasion would be Sima Nan’s downfall!
司马南终于亲手打翻了自己爱国的人设，撕开“两面人”的面纱，被人们戏称：爱国是生意，赴美是生活。其实，这一次翻跟头，我是怎么也想不到，司马南会翻在偷税漏税上面！ [1]
Note: Sima Nan is rumoured to own a house in the US.
The influencer, whose real name is Yu Li 于力, has been quiet on his social media channels since November, 2024, which is now understood to be a consequence of the investigation into his tax affairs.
Sima also ran into trouble shortly before that in October last year, when he was forcibly removed from a shopping mall—PDL胖东来—while live broadcasting from there.
Sima Nan finally ended his silence after news of his fine broke on 21 March:
“I deeply regret my wrongdoings and am reflecting on them. I do not seek any forgiveness.”
低头认罪，诚恳检讨，不求原谅。
But then, true to form, he laid the blame elsewhere.
He explained it was not his fault, but his blind trust in his management company to handle tax affairs which got him into trouble.
And then went even further, trying to turn crisis into a money making opportunity.
“If I have the opportunity to speak online again, I’m willing to explain in detail how I gradually fell into the trap of tax evasion.”
如果未来还有机会在网络上发声，我愿意详细讲述自己是如何一步步陷入偷税泥潭的。
So, for someone like Sima Nan, no PR is bad PR if you’re a master of the dark arts of online influencing, and making money from online traffic. Or so he thinks anyway.
This is why Geremie Barmé describes him “noxious but engaging”!
But so far, the reaction to Sima Nan’s tax fraud scandal has not been forgiving.
And he faces an uphill battle to rebuild his reputation:
“He talks about being ‘patriotic’ all the time, but in his heart, it's all about business.
For these people, ‘patriotism’ is just an opportunistic tool—a way to gain attention and exploit ordinary people.”
嘴里说的都是“爱国”，心里想的全是“生意”。对这些人来说，“爱国”是一种投机的工具，用来博流量收割韭菜的工具。 [3]
So, perhaps this time Sima Nan is stuck in a tight spot which he can’t get “unstuck” from?
That’s what we’re discussing this week!
🎧RTM Podcast Preview
This week on the RTM Advanced podcast, we’re diving into the language of being two-faced, and how to describe people whose words and actions don’t match:
两面人 liǎng miàn rén – “Two-faced person”—often with a political connotation, also “两面派” (Listen at 10:53)
心口不一 xīn kǒu bù yī – “What’s in your heart doesn’t match what you say”—can be positive or negative, depending on the context (Listen at 12:33)
现出原形 xiàn chū yuán xíng – “Reveal one’s true colours”—also expressed as 原形毕露. (Listen at 14:34)
We’ll break down their meanings, real-world usage, and how to use them and sound like a native.
Favourite Five
1. 人设 rén shè
public persona
司马南终于亲手打翻了自己爱国的人设 - In the end, Sima Nan destroyed his patriotic persona himself. [1]
2. 偷税漏税 tōu shuì lòu shuì
tax evasion, tax fraud
一位朋友感叹，司马南偷税漏税的数额，已经超过自己家庭总资产了- One friend was shocked by the fact that the total amount of the taxes Sima Nan evaded is more than the sum of his family assets. [2]
Related:
偷逃 tōu táo - evade, dodge
3. 心口不一 xīn kǒu bù yī
hypocritical, saying one thing but meaning another
司马南虽然心口不一，演技颇佳，但是还是一个有文化的人 - Although Sima Nan is hypocritical and a skilled actor, he is still very cultured. [1]
4. 自作孽，不可活 zì zuò niè, bù kě huó
self-inflicted suffering, you reap what you sow
偷税漏税，而且数额巨大，“自作孽，不可活”，还需要网友来“落井下石”? - Evading taxes, and in huge amounts—this is truly a case of "you reap what you sow". His fall from grace is not brought by netizens but himself. [3]
More: Read more about this 2,000+ year old phrase in tomorrow’s Sinica Phrase of the Week.
5. 成也萧何，败也萧何 chéng yě xiāo hé, bài yě xiāo hé
what made you successful also leads to your downfall
真是成也萧何，败也萧何！ - Indeed, what made him succeed also led to his downfall! [1]
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