After three years of silence, one of China’s most beloved creators, Li Ziqi, has made her much-anticipated return. On November 12th, she released not one, but two new videos, which instantly captivated audiences both in China and abroad. In just five hours, the video on Weibo had already surpassed 100 million views. Li Ziqi’s return, heralded by the release of her lacquerware creation video titled “Ziqi Donglai,” signifies not only her personal return but also the resurgence of an authentic cultural movement that had been missing in her absence.
Li Ziqi, also known by her real name, Li Jiajia, had been absent from social media since July 2021. Her departure was marked by a legal dispute with her former MCN (Multi-Channel Network) partner, Weinian, over the ownership of her brand. In 2022, after lengthy negotiations and a court settlement, Li regained the right to her personal IP and content, finally ending a complex dispute that had seen her vanish from the digital world. This legal battle underscored broader issues concerning content creators and the risks of partnerships with powerful management companies, prompting conversations about creator independence and IP protection.
The Cultural Icon Reclaimed
In her latest videos, Li Ziqi picked up where she left off, showcasing the serene yet labor-intensive production of a lacquerware piece titled “Ziqi Donglai.” The video, true to her signature style, combines an artistic portrayal of Chinese traditional craftsmanship with tranquil rural landscapes, offering her audience a deeply meditative viewing experience. The use of the character “Qi” in the lacquerware title plays on a homophone with her own name, further emphasizing her return as an artist deeply intertwined with her craft.
The release was immediately celebrated across multiple platforms, with trending hashtags such as “Li Ziqi Comeback” and “Li Ziqi ID Change” rapidly taking over Weibo’s top searches. The sight of Li, adorned in traditional attire and working painstakingly with lacquer, evoked nostalgia for fans who had long awaited her return. The video showcased her intricate use of a technique known as carved lacquer, an ancient form of craftsmanship originating from Chengdu—an art that Li spent years perfecting in the midst of her hiatus.
While she was away, Li Ziqi did not spend her time idly. Instead, she delved deeply into cultural exploration, taking up roles as an ambassador for various traditional Chinese craft initiatives, such as the Dongyuan Movable-Type Printing Institute and the Sichuan Shu Brocade Institute. Her dedication to traditional crafts reinforced her image as an advocate for Chinese cultural heritage, an identity that extends beyond simply being a content creator or internet celebrity.
Li Ziqi’s Enduring Impact
The enduring impact of Li Ziqi cannot be understated. While the internet often discards past sensations in favor of new ones, her return demonstrates that her influence is enduring. In her three-year absence, her fan base actually grew—her YouTube subscribers climbed from 14 million to over 20 million. This growth, in the face of complete inactivity, is a testament to the deep emotional resonance that her work holds for people worldwide. Her videos provide a tranquil contrast to the high-paced, often consumer-centric nature of contemporary digital content. Even with her prolonged hiatus, there truly has been no one quite like Li Ziqi, and her uniqueness continues to make her a cultural phenomenon.
In a time dominated by fast-paced, high-frequency short videos, Li Ziqi represents something entirely different: the slow, patient craft of creating. While most internet influencers are focused on driving engagement through rapid posting and catchy hooks, Li Ziqi has taken a different route—one that favors quality, depth, and genuine cultural representation. As stated by commentators, she embodies an antidote to the fast-food-style consumption of content that has come to define social media. By focusing on traditional arts and crafts and showcasing the poetry of rural life, Li Ziqi’s work stands as a peaceful haven, attracting viewers who crave authenticity and connection.
Challenges and Triumphs: The Road Ahead
Behind Li Ziqi’s success lies an individual story of struggle and perseverance. She was born in 1990 in rural Sichuan, where she was raised by her grandparents after her father passed away. Growing up, she faced significant hardships, including working a series of menial jobs to support herself and her family before eventually turning to content creation. Li Ziqi’s path to becoming an international symbol of Chinese culture wasn’t easy, and her return, marked by retaining control over her brand and personal narrative, symbolizes a triumph over adversity.
The recent legal battle between Li and her former partner also drew public attention to the complex world of internet fame in China, where many content creators fall under the control of larger corporate entities. The disputes over brand rights and revenue distribution have highlighted a growing awareness among digital creators about the importance of holding onto their intellectual property. As the dust settles from these battles, Li Ziqi is poised to take her brand and story into her own hands, unencumbered by external restrictions.
Her comeback videos also made it clear that her future content would continue to center on traditional cultural themes rather than purely commercial pursuits. This distinction between cultural advocacy and monetization sets Li Ziqi apart from many of her contemporaries in the influencer space, where consumer goods, brand deals, and live-stream sales often take precedence. Li’s approach to “cultural content first” is what endears her to millions and has made her a rare and compelling figure in an ecosystem often dominated by short-term profit motives.
A Global Appeal
Li Ziqi’s appeal has never been confined solely to China; her work has garnered a devoted international following as well. The comments section of her YouTube videos is filled with expressions of joy and relief from fans across the globe, in languages ranging from Spanish to Arabic, English to Thai. The reactions reflect a universal resonance with her work—whether it is her meticulous craftsmanship, her homage to tradition, or the pastoral serenity that she captures so vividly. In a polarized world, Li’s content has managed to build bridges, drawing people together in appreciation of beauty, simplicity, and timeless culture.
In her latest video, a viewer poignantly commented, “When the world is busy hating and killing, you are the embodiment of peace. You bring together people from different cultures, backgrounds, and languages.” Another fan wrote, “I usually unsubscribe from inactive YouTube channels, but for her, I waited three years. I am so happy to see you again.” These testimonials highlight the unique space Li occupies in the world of content creation—not just as an entertainer, but as a source of comfort and hope for many.
Her role in “cultural diplomacy” has been acknowledged even within China, where her return was celebrated as an important moment for traditional cultural promotion. In her absence, many creators have attempted to emulate her style, yet none have managed to capture her level of influence. She has been able to effectively promote Chinese culture abroad, becoming an unintentional ambassador who is just as popular in Argentina as she is in Anhui.
The Path Forward: Li Ziqi and the New Digital Landscape
The digital landscape Li Ziqi reenters in 2024 is vastly different from the one she paused from in 2021. Livestream shopping has become almost synonymous with influencer culture, and the pressure for constant content output has only intensified. However, Li Ziqi’s reemergence poses a unique challenge to the norms of the current internet landscape—proving that quality, authenticity, and cultural depth can carve out their space amid the noise of endless streams of commodified content.
Future endeavors for Li Ziqi are likely to continue blending cultural preservation with modern-day engagement. Her success will depend on her ability to strike a delicate balance between maintaining her unique cultural identity while adapting to the evolving demands of digital platforms. Already, Li has hinted that she plans to continue focusing on cultural innovation, showcasing traditional crafts and integrating them in ways that resonate with modern audiences without falling into excessive commercialization.
As Li Ziqi reclaims her identity and resumes her storytelling, her return is not merely that of an internet celebrity, but of an artist and cultural custodian whose work provides a much-needed reminder of beauty, patience, and connection. The world may have changed dramatically in the three years she was gone, but Li Ziqi has returned to remind us of the things that stay the same—the slow, deliberate work of crafting something with meaning, and the universal appreciation for beauty that crosses all boundaries.
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