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Gogoboi Ye Si


With a social media following in the millions, the multimedia personality acts as a link between high fashion and the Chinese people.


Ye Si, better known as Gogoboi on China’s biggest social media platform Weibo, is one of the most popular and influential fashion bloggers in China. Gaining a reputation through witty commentary on celebrity styles, Ye has today become a chief influencer in the Chinese fashion world.  

As a graduate of Zhejiang Gongshang University, Ye started his career as an English teacher and working at a clothing company. Eventually, Ye secured a position at Grazia China as a junior fashion features editor before diverting his full attention to managing his Gogoboi brand. Ye broke into the fashion world in 2010, catching the attention of the mainstream media through his uniquely snarky fashion reporting on Weibo – ridiculing celebrities and cultural icons alike.

Using his fame, Ye has established a mobile store on WeChat, stocking a curated selection of lifestyle products like Gucci fragrances. He is the co-founder of Missionary in late 2014, representing himself alongside several other high-profile influencers in the Chinese fashion world.  

Working with an overwhelming list of top brands, Ye today oversees brand relations with some of the biggest fashion labels in the world through Missionary, with featured branded content from Gucci, Louis Vuitton, Givenchy, Chanel, and more, in addition to high-street labels like H&M.

Today, Ye is simultaneously one of the biggest social media personalities in China and one of its newest gatekeepers. Repositioning himself from merely a social media personality to a fully-fledged businessman, growing Missionary as one of the premiere agencies in China.


Zhejiang Gongshang University

Zhejiang Gongshang University

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.