The Self-Made Millionaire Who Models His Own High Heels

Finding a good pair of high heels is a common struggle for anyone who wears the shoes. Size, stability, and comfort all go into making the correct shoe choice, especially if you will be wearing them for hours on end.

A Chinese businessman went viral for his extremely successful way of advertising his brand’s high heels. He models them himself! 43-year-old Wu Nan from China’s Sichuan province first began his online business in 2018, after failing at running three different start-ups. He first attempted selling women’s shoes in 2008, before restarting the business in 2018.

The businessman came up with the idea of using himself as a model after a video of himself falling in a pair of heels went viral. Wu Nan actively shares his company’s heels on social media, wearing different pairs of heels and doing activities like running or jumping.

Now known as “Uncle Wu Who Wears High Heels,” he has gained over 1.4 million followers on Douyin, the Chinese version of TikTok, and makes around $900,000 USD each month in sales. He wears a size 6.5 in U.S. men’s shoe sizing, showing that he also offers a larger range of sizes than other stores. He often appears wearing the same shoes as female models as well!

In addition to his viral videos that show that anyone can wear heels, he also provides educational content showing people how to measure their feet for shoes properly.

Wu Nan owns stores on Douyin, Taobao, and Xiaohongshu. Those interested in purchasing a pair of shoes from him can expect to pay from $30 USD to $100 USD for a pair.