The Return of Li Ziqi: China’s Intangible Cultural Heritage Holds An Enduring Appeal

The thumbnail of one of Li Ziqi’s new videos, which has been a sensation! Image: Liziqi Channel on YouTube

Over the past week, one particular content creator has captured Chinese (and indeed world) social media. And no, she is not some new creator starting some youthful and energetic trend, but rather she has made a reappearance after three years of silence.

This is none other than Li Ziqi (李子柒), a sensational Chinese video creator who is known for her very distinctive style of videos - slow and unfiltered, often set in the rustic Chinese countryside of Sichuan.

Unfortunately, back in 2021, Li had a commercial dispute with her agency company, forcing her to halt her content creation. But she reappeared in public in 2023, and just last week, finally started to post videos again after winning her legal battles for her personal trademark.

Li Ziqi speaks at a recent interview. Image: Shanghai Daily

Despite years of inactivity, Li’s fans and followers have remained true, and many of them were overwhelmed by tears of ecstasy on her return. One commenter on Xiaohongshu even wrote, “I had just lost my job, but seeing your update gave me the courage to move on. Everything will turn out fine.”

Li’s fame goes far beyond China. She has a channel on YouTube, and looking at comments written in a plethora of languages, it is clear that she has captivated international audiences too. Her first video in 3 years drew 9.5 million views on the first day alone. A commenter wrote in Russian, “This is the best news in a long time! Mommy and I loved watching your videos. Unfortunately, Mommy is no longer here, but I will continue to watch you.”

Li Ziqi’s YouTube channel has an international appeal, evident from the comments in English, Russian, Japanese, Spanish, Vietnamese and Thai. 

But this is not exactly the same Li Ziqi as three years ago. Back then, her focus was on the unfiltered life of the countryside, displaying the pastoral idyll of the home she shared with her grandmother. Her newest videos display traditional Chinese craftsmanship. This is not an accidental shift - it reflects a broader preference and demand for intangible cultural heritage (非遗文化) in China. This is becoming not only immensely popular in China itself, but also as a Chinese cultural export to international audiences curious about China.

The popularity of Li Ziqi attests to the power of authenticity, and the value that the Chinese place on their own traditions and intangible cultural heritage. This is important to know, for anyone who wants to understand what shapes the preference of Chinese society.