rotten rice is a Chinese word, pronounced làn fàn, which refers to soft and rotten rice cooked with more water.

just rotten rice is just rotten money, which means "making black-hearted money". "Qia" means "eat", which is pronounced in a dialect from southwest China. If the UP owner receives some advertisements that are obviously false propaganda or harmful to word of mouth, it is generally called "just bad money".

Word source:

It is suspected that it is derived from the stem of "just want a meal". The stem comes from Sun Xiaochuan. It was his speech after Alipay was frozen by fans in the live broadcast. The original meaning was "I also want to make a living. Can you understand me?"

After the spread, the word Qiafan began to mean making money or making a living, especially when the anchor received advertisements for promotion, or started to do sideline business like Taobao shop. And just bad money also represents a kind of "unconscionable" way to make money. For example, the person who received the advertisement knows that there is something wrong with the product, but still strongly recommends it to fans for advertising expenses.