In recent years, there has been a noticeable increase in the number of confidence-focused discussions led by female vloggers. Despite the proliferation of self-improvement content on Chinese social media platforms, few studies have explored the discourses that emerge and circulate in these spaces. This study explores the confidence culture constructed by the female toubu vloggers on Xiaohongshu, a lifestyle platform widely popular among young women in urban China. The results show that the female toubu vloggers, as Chinese wanghongs, create content about confidence in noticeable, shared patterns, emphasising individuals’ multifaceted efforts to actualise perceived self-empowerment. The findings also suggest the limitation of the localised postfeminist ideas manifesting through confidence messages. By revealing the characteristics of the wanghongs’ confidence culture in the Chinese context, this essay contributes to the discussions of female confidence in non-Western contexts in an age of precarity.