Scienjoy is a Chinese mobile live streaming company that operates six platforms — Showself, Lehai, Haixiu, BeeLive Chinese (MiFeng), Hongle.tv, and BeeLive International — hosting live entertainment from singers, dancers, and performers for paying audiences. Scienjoy generates nearly all revenue from virtual items: users buy virtual currency via Alipay or WeChat Pay and spend it on virtual gifts for broadcasters, in-stream games, and premium features. Revenue is driven by the number of paying users and spend per user. Scienjoy recruits and manages broadcasters through third-party talent agencies, which train broadcasters and handle compliance in exchange for a revenue share. As of year-end 2025, Scienjoy had roughly 96,700 active broadcasters and over 332M registered users, though paying users numbered only around 384,000 — a small fraction of the total base. Scienjoy uses AI-driven broadcaster-user matching and gamification features like leaderboards and jackpot games to increase monetization per session. Beyond its core domestic business, Scienjoy is expanding internationally through its Singapore-based subsidiary Scenovo, which manages content creators in Southeast Asia and the Middle East via acquired MCN businesses in Dubai and South Korea. Scienjoy is incorporated in the British Virgin Islands and listed on Nasdaq under "SJ," and operates its Chinese business through a VIE structure due to Chinese foreign ownership restrictions on internet businesses.