From Spending Millions on Luxury Goods to Asset Allocation: Meet Xiao Yi

Two months, roughly NT$2 million, all spent on luxury bags — this is the number Xiao Yi herself revealed, and it's also the starting point for the public to see her in a new light. The influencer, who dated million-subscriber YouTuber Joeman for nearly two years before their split, has been making headlines recently after opening up about the inside story of their relationship. But her own story was actually written a full decade before Joeman ever entered the picture.

A graduate of MacKay Junior College of Nursing, Midwifery and Management's Department of Cosmetic Science, Xiao Yi got her start as a blogger, focusing on content about beauty, fashion, and travel before eventually moving over to social media platforms. She's now been running her own online presence for more than a decade. Her Instagram account "@11.sns" currently has over 250,000 followers, and she still mainly posts lifestyle updates, skincare, and outfit content.

She's also been open about her own financial journey. Early on, her income mainly came from sponsored posts, and since she was living with family and had low living costs, she was able to save most of what she earned, gradually building up her first pool of assets. That said, she's also admitted she once had a serious love for luxury goods, at her peak spending around NT$2 million on designer bags in just two months. The turning point came after a car accident, which cost her over a million NT dollars in one go — combined with a growing focus on asset allocation, her spending habits gradually settled down, and her urge to splurge on luxury items isn't nearly as strong as it used to be.

Cosmetic procedures are another part of her life she's spoken about openly. Xiao Yi has traveled to South Korea for a nose job, and has also had hyaluronic acid lip fillers and Botox for facial slimming, even sharing before-and-after photos directly. When it comes to public discussion about changes in her appearance, her attitude is pretty straightforward — she believes investing in yourself is worthwhile, and hopes her own experience can serve as a useful reference for anyone considering similar procedures.

As for the relationship that's been drawing so much attention, Xiao Yi says she made it clear from the start that she was "dating with marriage as the goal," and Joeman accepted those terms at the time. But as the relationship went on, she says she gradually discovered he had been hiding things and lying to her, which ultimately led her to end things and block him. Before this relationship, Xiao Yi had also been caught up in a legal dispute with her ex-boyfriend ED over splitting finances, a case that took years to finally resolve.