China ‘cloudscape observer’ mist-monitoring job ends; resort plans more similar campaigns

A Chinese tourist site has concluded a month-long "cloudscape observer" position that paid 60,000 yuan (US$8,900) to live atop a mountaintop and share daily videos of misty clouds. The Laojun Mountain Scenic Area, a revered Taoist mountain in central China’s Henan province, posted a recruitment ad for the role on July 8, which ran until August 15.

Nestled among towering mountains for over 2,000 years, the site is famed for its ethereal mists and sacred ambiance, even though it remains off-limits to foreigners due to its proximity to a military installation. The short-term gig's viral popularity led to over 3,500 applicants, most of whom used designated hashtags in their applications.

Ultimately, 23-year-old vlogger Li Sichen, who goes by @xiaozao on social media, was chosen as the "No. 001 cloudscape observer" based on engagement and video quality. Li, an e-commerce major and recent college graduate, outpaced seasoned photographers to secure the role. During his tenure, he honed skills like video shooting, editing, color grading, and drone operation.

Initially apprehensive about his online presence, Li persevered, rising at 5 a.m. daily to record footage from sunrise to sunset, including mesmerizing light displays. He candidly shared his daily struggles and emotional turbulence on his personal social media, which now garners over 6,000 followers. Li acknowledged that while the footage of the cloudscape belongs to the tourist site, he also documented his workdays and emotional journey, garnering a substantial following.

Despite the job's end, Li remains unlabelled as an "influencer" and aspires to secure a full-time position while managing his social media account part-time. Zhang, the Laojun Mountain's representative, revealed that future cloudscape observer roles may be reintroduced. Zhang noted that while the site employs full-time video creators, they wish to bring in an outsider with fresh perspectives.