New Oriental Education & Technology Group, the once off-campus education company now famous for its livestreaming e-commerce business, has set up a cultural and tourist business. New Oriental Culture & Tourism was registered with a capital of 1 billion yuan, a serious commitment.

New Oriental founder YU Minhong targets middle-aged and elderly customers through East Buy, New Oriental's livestreaming platform. 

New Oriental's teacher-turned-broadcasters have attracted a large following, with impressive sales figures. East Buy began with live broadcasts promoting local specialties and expanded to selling tourism products.