When combined, UP主 (UP zhǔ) literally means “Upload Master.” This name perfectly captures the creator's role: they are the “master” of the content they create and “upload” for their audience.
The term UP主 is more than just a job title; it's a cultural phenomenon central to understanding modern Chinese internet life. Its origins trace back to the Japanese video-sharing site Niconico, where creators were called “うｐ主” (upu-nushi). The early Chinese ACG (Anime, Comic, Game) community, particularly on platforms like Bilibili (B站) which were heavily inspired by Niconico, adopted this term. Comparison with “YouTuber”: In the West, you have “YouTubers,” “TikTokers,” and “Instagrammers”—titles tied to a specific platform. While UP主 is most strongly linked with Bilibili, it functions as a more general title for any video creator on Chinese platforms. Since YouTube is blocked in mainland China, the word “YouTuber” is rarely used. UP主 fills this linguistic and cultural void completely. The “主 (master)” in the name also confers a level of respect and expertise. Fans (粉丝 fěnsī) often see their favorite UP主 not just as an entertainer but as an authority in their niche, whether it's gaming, history, or makeup. This fosters strong, loyal communities around individual creators, making the UP主 economy a powerful force in Chinese digital culture.
UP主 is an everyday term used by hundreds of millions of Chinese netizens.
The term is informal but respectful and carries a neutral-to-positive connotation. It simply describes a person's role as a content creator.