The caption comes with the picture is “Not sure what people are showing off on social media about. What’s the point to show off? Should I do something?”, ironically captioning pictures of the dog surrounded by eight brand new iPhones.

Wang Keke, or Coco, is a star pet dog among Chinese internet users whose Sina Weibo followers exceed 1.9 million.

Wang Sicong has a peculiar way of showing off his family’s wealth through his pet’s Weibo account featuring the luxuries he lavishes on his canine friend.

Last year, he showed a picture of his dog with two Apple Watches which cost over 100,000 yuan ($14,984), sparking heated debate.

Sometimes the dog is shown with luxury brand accessories. Many people commented on the photos that “we can’t even compete against a dog.”

As most of the followers are used to this sort of showing off, the majority commented under the picture, “Is there going to be a lucky draw?”