In Shanghai’s Yangpu District, high-quality content creators such as internet bloggers and Bilibili UP hosts may receive housing subsidies of up to 2 million yuan!
On December 8, 2025, the Yangpu District People’s Government announced the "Notice on Issuing the Support Policies for Building an Internet High-Quality Content Creation Cluster in Yangpu District." The core measures include rent and property fee reductions for businesses, rewards for outstanding online content, the establishment of an internet content creation investment fund, and housing purchase or rental subsidies to support enterprises and talent engaged in high-quality online content creation within the district.
The fifth support measure is particularly noteworthy—Yangpu District will provide a one-time housing subsidy of up to 2 million yuan for eligible high-quality internet content creators purchasing their first self-use residential property in the district. Additionally, qualified creators can receive priority access to designated talent communities and a three-year rental subsidy of up to 8,000 yuan per month.
This is not the first time Yangpu has proposed substantial housing subsidies for top-tier online creators. In July last year, the district launched the "Preferred Plan for Global Internet High-Quality Content Creators (Trial)," which similarly offered one-time housing subsidies—up to 2 million yuan for strategic creators, 1 million yuan for leading creators, and 500,000 yuan for emerging creators. The district government described this as a pioneering initiative in China to attract high-level talent.
Prior to the plan’s release, Yangpu invited representatives from major online platforms, including Bilibili, Xiaohongshu, Douyin, Meituan, and others—all leading new-economy enterprises based in the district—to participate in the launch event.
In May this year, Yangpu held a high-quality talent development conference, where detailed implementation rules for the "Preferred Plan" were disclosed. The criteria classify creators into three tiers—strategic, leading, and emerging—based on their influence, reach, and contributions to Yangpu’s socio-economic development. Strategic creators must demonstrate globally leading influence or have won major international awards, with follower counts ranking in the top 1% on their platforms.
Why has Yangpu reiterated its housing subsidy policy this December? In July, Shanghai introduced the "Nine Measures to Support High-Quality Internet Content Creation," recognizing such content as a key driver of high-quality economic and social development. The policy explicitly supports Huangpu and Yangpu in building globally influential content creation hubs.
Yangpu’s digital economy has become its largest tax-contributing sector, with over 8,000 digital enterprises and a software and IT services industry exceeding 300 billion yuan—growing at double-digit rates for five consecutive years and accounting for nearly one-fifth of Shanghai’s total. Bilibili’s headquarters is located in Yangpu, where its anime and knowledge-based content ecosystem aligns well with the district’s academic environment.
The newly issued support policy reflects both Shanghai’s commitment to implementing the "Nine Measures" and its dedication to fostering opportunities for young talent and enterprises to thrive. Beneficiaries include but are not limited to UP hosts, bloggers, contracted creators, startups, and MCN-signed influencers—provided they produce positive, high-impact content in text, images, or video formats.