Before he became famous, Zhu Zhiwen of “Da Yige Ge” was, in the eyes of his neighbors, a poor farmer whose life was so tight it seemed to clink and ring—an old-fashioned farmer who spent all day dreaming of becoming a star. And today, you can tell just by casually adding up his schedule of commercial appearances—he has already become a top-tier star making tens of millions of yuan a year.