PinkyDoll, whose real name is Fedha Sinon, became a social media celebrity seemingly overnight this month. Her brand is weird, whacky and watchable as she hosts livestreams pretending to act like a video game character. 

Her catchphrase also sits in a fabricated, AI-like world; “ice cream, so good”. She will say those words again and again, her tongue hanging out as she noisily pretends to lick a cone. Every time she utters the catchphrase, she is getting paid. This is her job.

As she streams, viewers send her digital gifts in the form of cartoon items like roses, dinosaurs and ice cream cones. Each item translates to a cash payment for Ms. Sinon. The gifts float onto the screen and Ms. Sinon reacts to each one with the same cartoonish mannerisms. 

Her reaction to the ice cream cones has become a meme, with many people posting images of President Biden with his favourite snack along with the words “Ice cream so good.”

Ms. Sinon speaks in a singsong voice that might be described as “sexy baby.” Sometimes she pops corn kernels one at a time using a hot-hair flat iron. The effect is mesmerising, nestled deep within the uncanny valley.

Her reaction to the ice cream cones has become a meme, with many people posting images of President Biden with his favourite snack along with the words “Ice cream so good.”

This type of performance, however, is not novel to or pioneered by Sinon. PinkyDoll is what is known online as an NPC streamer. NPC stands for “non-player character,” a video game character that comes preprogrammed and typically cannot be manipulated by the person at the controls. As such, an NPC’s phrases and movements are often formulaic and repetitive. Ms. Sinon brings these rather mechanical characters to life.

Yet, despite not pioneering the genre, Sinon has found herself playing the internet’s main character. As to why she has blown up to such an extreme is subjective but one could argue it is down to her branding. She merges repeatable catchphrases with ever-TikTok popular ASMR-like activities such as blowing up a corn kernel using a flat iron set her aside from others in her genre.

Such was proved when screen recordings of her streams went viral on Twitter last week. Producer and rapper Timbaland appears to be a fan, recently reposting a video to his personal TikTok account of Ms. Sinon breaking character during a livestream after noticing he was watching. 

Despite her never taking her clothes off, there is something very sexual and fetishistic about the content. For certain viewers, there’s something sexual about being able to control her every word and gesture by sending her this or that gift. For other viewers, she is just plain fascinating to watch. NPC streaming is, in a way, an extension of cosplay and so PinkDoll’s content comes at a timely moment. 

Her TikTok account has since grown to more than 400,000 followers. Tens of thousands of people regularly tune in to her livestreams. Ms. Sinon said she made between $2,000 and $3,000 per stream. Across all her social media accounts, which include Instagram and OnlyFans, she puts that number at $7,000 per day.

In regards to being sexualised or fetishes, Sinon told the New York Times “I don’t really care what people say about me […] If they want to think I am this or that, it’s fine with me […] At the end of the day, I’m winning.”

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