Dressed in an ancient gown, but because of the "scrawled" hair ornaments and slightly fat body, Xie Wei, the director of online celebrity culture and tourism of Suizhou City, Hubei Province, who was both "roast" and happy, told reporters happily: "In the first quarter of this year, the city received 7.526 million tourists in total, achieving a tourism income of 4.67 billion yuan, which exceeded the data of the same period in 2019, and hit a record high." Different from the image of the video, he was meticulous in his work. Recently, when he encountered a problem during a spot check at a tourist attraction, he solemnly told the local cultural and tourism system staff: "If the traffic increases and the reputation decreases, we will only be eaten back by the traffic!" In the past two years, cultural and tourism directors from all over the country have been "very busy": they must not only openly promote cultural and tourism, but also bear the pressure brought by the internet - some people call them "directors trapped in traffic". Faced with some controversy and traffic, Xie Wei holds an optimistic attitude, saying that "the director of culture and tourism who is willing to appear on camera and 'roll' still hopes to do something. After speaking, he still reminded reporters to do more publicity for Suizhou. Many readers are curious, why have they become internet celebrities? What kind of confusion are you facing? Can the heat be maintained for a long time? Therefore, our reporter conducted in-depth interviews with this group. Why did they become internet celebrities? In terms of appearance and expression, Xie Wei seems to have little connection with the standards of "internet celebrities". In the video that made him famous, Xie Wei dressed in Hanfu and quickly drew ridicule from netizens. I knew from the beginning that I was looking very shabby, but I thought it wouldn't affect the beauty of the Millennium Ginkgo Valley. I didn't expect netizens to focus on me, "Xie Wei said. Becoming a internet celebrity is not Xie Wei's original intention. In February 2022, Xie Wei was transferred from Suixian to Suizhou City, Hubei Province as the Director of the Culture and Tourism Bureau. During the epidemic prevention and control period, the local cultural and tourism industry suffered heavy losses. Xie Wei took office for a month, coinciding with the peach blossom season in Suizhou, and confidently invited over 20 self media celebrities to promote. Unexpectedly, after the video was released, the response was mediocre and the promotional effect was not satisfactory. After calculating the account, Xie Wei exclaimed "meat pain". At that time, Liu Hong, the director of the Culture and Tourism Bureau of Ganzi Prefecture in Sichuan Province, became popular online with his martial arts appearance and became one of the first generation internet celebrity directors, attracting a lot of attention. This opened up new possibilities for Xie Wei. I just thought, why not follow the example of Director Liu Hong and give it a try on your own? It would be more cost-effective than hiring celebrities and big Vs, "Xie Wei said. Regardless of whether there is controversy or not, it must be acknowledged that Xie Wei's "popularity" has indeed saved a lot of funds for promoting Suizhou's image. Xie Wei, who removed the "internet celebrity" label, is the most typical image of a civil servant in the public perception: a dark colored jacket paired with a white shirt, exuding a calm demeanor in every move. Before entering the cultural and tourism system, he served as the secretary of the township party committee and also participated in flood relief work. In his opinion, his high-profile rise to fame is not contrary to his original intention. What the tourism industry needs is to "do marketing like a madman". Xie Wei candidly stated, "Online celebrity officials