This study adopts a queer reading of the gender diversity   of 2013 CCTV Spring Festival Gala, pointing out that the tension between the state and market discourse shaped the subtext representation of gender diversity in the gala. Against this backdrop,   the online audience’s queer reading imaginatively    subverts the hetero-normative ideology of the gala. However, the visibility of gender minorities motivated by consumerism might further consolidate hetero-hegemony and creates intra-community segregation.