Zhao Cheng, a 19-year old boy from Jiangsu Province's Nanjing City, has built his microblog "Embarrassments" into one of the most successful sites of its kind, attracting 600,000 followers in the past year, Yangtze Evening News reported.

Zhao said that his blog post had been re-posted three times by the actress Yao Chen, China's "Queen of Micro Blogging". Zhao gets about 20,000 yuan every month from advertisements posted on his micro blog.