When it comes to buying a fashionable handbag, there’s one figure most young Chinese women turn to for advice – Mr. Bags. With millions on followers on China’s most popular social networks and many of the world’s biggest bag brands fighting to gain his favor, this 27-year-old really has the Chinese bag game on lock.

As a student of the University of Southern California, in Los Angeles, Tao Liang (Mr. Bags’ real name) spent most of his free time shopping on Rodeo Drive. While most of his fellow Asian colleagues developed hobbies like playing basketball or video games, he couldn’t get enough of luxury bags. He went on shopping sprees with friends, educated himself on bag culture, followed the biggest trends in fashion and posted his opinions on the hottest bags on various social media. The son of financiers, Mr’ Bags never imagined his passion for bags would one day catapult him to the top of China’s fashion influencers, but that’s exactly what happened.

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