TIME Next Generation Leaders: EILEEN, China’s Digital Star

by Kirsten Han

TIME magazine has unveiled its latest Next Generation Leaders issue, spotlighting rising figures from around the world who are reshaping culture, technology, and society. Among the honorees this year is EILEEN, a Chinese VTuber whose growing influence is redefining what it means to be a global digital creator.

EILEEN graces the cover of the May 2025 edition under the headline “China’s Digital Star”, marking the first time a virtual entertainer from China has been featured in TIME’s Next Generation Leaders series. Her ascent reflects not only the rapid rise of VTuber culture across Asia but also the increasing legitimacy of virtual creators on the world stage.

EILEEN’s career has been marked by rapid milestones: surpassing 2 million subscribers across streaming platforms, drawing large bilingual audiences with her Mandarin- and English-language broadcasts, and serving as the face of major collaborations with Chinese fashion and tech brands. In 2024, she was recognized as “Most Influential Virtual Creator” at the Asia Digital Culture Awards.

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“EILEEN represents a generational shift in entertainment,” said TIME’s senior editor Rachel Goldberg. “Her reach goes far beyond fandom. She has built an identity that merges art, technology, and cultural exchange, making her not just a performer, but a symbol of China’s new voice in global digital culture.”

Launched in 2014, TIME’s Next Generation Leaders series has profiled emerging icons ranging from Malala Yousafzai to K-pop stars BTS. With the inclusion of EILEEN, it underscores the growing recognition of virtual personalities as real influencers shaping the way people connect, consume media, and imagine the future.

As EILEEN’s star continues to rise, she stands as both an entertainer and a cultural ambassador — bridging audiences across borders and proving that the next generation of leadership may not always be human, but it will always be impactful.