Shiliuyun-Xinjiang Daily (Reporter Zhang Ruilin) news: “The apricot blossoms in Turpan are blooming, and our company’s hosts livestream under the apricot trees daily, attracting countless followers," said Gulixian, a post-90s internet celebrity, on March 23, 2025.

Gulixian, whose real name is Zulhumar Aniwar, was born in Yar Village, Yar Town, Turpan City, northwest China’s Xinjiang. Her short videos, centered on Xinjiang’s cultural heritage, have garnered a massive fanbase.

Photo taken on March 20, 2025 shows Zulhumaer Aniwar prepares traditional Xinjiang cuisine. (Photo courtesy of Zulhumar Aniwar)

"My experiences studying and working outside Xinjiang inspired this journey," Zulhumar explained. "Many friends from other provinces knew little about Xinjiang but were deeply curious about the lives of people living there. Whenever I saw their fascination, I wanted to show them my life in Turpan—to share our customs and culture with the world.

To achieve this, Zulhumar delved into Xinjiang’s history and traditions, even interviewing elderly villagers to gather authentic stories.

In 2022, she began posting videos under the name "Gulixian," a moniker rooted in her identity. "The name reflects my life’s essence. I want people to see the beauty of Xinjiang through the lens," she said.

Her videos, filmed in her ancestral home, feature her in traditional Uygur attire wandering through apricot groves, grapevine trellises, and Karez wells. Scenes of cooking in clay ovens, crafting local delicacies, and showcasing bustling bazaars or serene village life immerse viewers in Xinjiang’s rich culture. Over 100 short videos have drawn more than 400,000 followers on platforms like Douyin (TilTok Chinese version) and Kuaishou (Kwai Chinese version).

"A one-minute video might take a week—or even a year—to create. Crafting handmade items often led to setbacks, making me want to quit," Zulhumaer admitted. "But seeing fans nationwide express their love for Xinjiang reignites my passion." Her family’s support has been pivotal: her husband taught himself photography, evolving from an amateur to her dedicated videographer. Together, they’ve produced over 200 videos.

Photo taken on March 24, 2025 shows Guzalnur Abulat, a host at Xinjiang Gulixianya E-Commerce Co., Ltd., livestreams in an apricot garden. (Photo by Dilixiatjan Xaker)

In early 2025, Zulhumar founded Xinjiang Gulixianya E-Commerce Co., Ltd., recruiting young talents from nearby villages. She trains them in video production and livestreaming to promote Turpan’s culture and agricultural products.

"Moving forward, my team and I will showcase Xinjiang’s history and traditions in even more engaging ways," Zulhumar said. "We’ll also use our platform to expand sales channels for local farmers, helping their products reach broader markets."

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