Muguang Shidai

Muguang Shidai, officially Beijing Muguang Shidai Culture Media Co., Ltd., is a media company specializing in the production and distribution of content across multiple platforms, with a focus on lifestyle, travel, and cultural programming. Founded in September 2016 by CEO Ge Wei, the company targets the rising demand for high-quality, engaging content from China's new middle-class consumers.

Ge Wei's background includes senior roles at Light Media, where she was Vice President of Marketing, and Alibaba's entertainment group, where she served as Vice President of Content Marketing for Youku. Her experience was pivotal in managing the transformation of Tudou into a short-video platform and pioneering celebrity-driven content e-commerce. This industry expertise underpins Muguang Shidai's strategy to create vertically-integrated content that combines media with consumption.

The company produces a range of micro-variety shows and short-form video series. Notable productions include the travel show "Slowly Roaming the World" (慢游全世界), which has featured celebrities like Roy Wang and Dilireba, and the home aesthetics show "SHUli Life" (SHU理生活). These programs are designed to offer deeper, more diverse, and interesting content that resonates with the audience's desire for spiritual and cultural consumption. The business model involves producing this content for various online video platforms. In October 2019, the company secured tens of millions of yuan in an angel funding round from investors including Zhang Ying and iResearch Capital. In November 2023, it was approved by the Beijing Municipal Bureau of Culture and Tourism to establish a domestic performance brokerage agency.

Keywords: media production, content provider, lifestyle content, travel shows, micro-variety shows, short-form video, digital media, content marketing, Chinese media, celebrity content, cultural programming, video production, online video content, entertainment media, Ge Wei