After an intriguing hiatus of over 1,200 days, Li Ziqi, the renowned Chinese YouTube influencer, has re-emerged onto the digital landscape, much to the delight of her legions of followers. The 34-year-old content creator, who has captivated millions via her serene and meticulously crafted videos that highlight traditional Chinese cooking and craftsmanship, has started posting new content once again. In the last week, she shared three uplifting videos showcasing her tranquil lifestyle, featuring the careful construction of a lacquer closet and a woodshed, alongside the intricate process of silk weaving. Remarkably, these videos garnered close to 15 million views shortly after their release, a testament to her enduring popularity.
Li Ziqi’s videos are renowned not just for their visual appeal but also for the philosophical undercurrents that resonate with viewers. Her work often presents an idyllic portrayal of rural life, filled with traditional customs and craftsmanship, rooted deep within the culture of her native Sichuan province. From slowing down to hang persimmons in the sun to gracefully riding horseback through misty landscapes, her content allows audiences to escape into an almost utopian world devoid of modern interruptions such as mobile phones or fast-paced city life. It’s no wonder that her unique storytelling, combined with soothing soundscapes and impeccable cinematography, has garnered her more than 20 million YouTube subscribers and 53 million followers on Douyin, the Chinese counterpart to TikTok.
While the allure of her picturesque content has won her acclaim and admiration globally, there exists an undercurrent of criticism regarding the sanitized and idealized representation of rural life that she portrays. Some detractors argue that her videos gloss over the challenges and complexities of contemporary rural existence in China, offering a misleading narrative that some consider naive or overly romanticized. This critique is particularly relevant in an era marked by a push towards authentic representations and acknowledgment of societal issues.
Li’s significant rise to fame has transformed her into an unofficial cultural ambassador for China. By focusing on traditional arts and cooking, she has provided Western audiences with a glimpse into the richness and variety of Chinese culture, all while skillfully sidestepping contentious political topics. Her success has unwittingly aligned with governmental initiatives aimed at rural revitalization, highlighting her role in promoting enduring values of self-reliance and entrepreneurship, which are essential to the narrative of economic neoliberalism in China.
Rui Kunze from the University of Erlangen-Nuremberg points out that Li’s return to her roots and her subsequent content creation reflects broader socio-political undercurrents concerning China’s rural communities, with her personal experiences dovetailing with national agendas. Her crafted narratives serve not only to entertain but also to shape perceptions of China abroad, wielding a kind of soft power in the process.
With her recent return to social media, the question arises: what lies ahead for Li Ziqi? While her content undeniably resonates with those yearning for a simpler life, the expectations attached to her are immense. As she continues to share her journey, she must navigate the delicate balance between representing rural life authentically while also bearing the weight of cultural expectations and social responsibilities. Her ability to evolve while staying true to her artistic vision could not only define her future but also shape the narrative surrounding Chinese culture in a global context.
As Li Ziqi embarks on this new chapter, her audience watches with bated breath, eager to see how she will innovate and influence the world with her enchanting portrayal of traditional Chinese life. Her videos may well remain a bridge connecting cultures, reminding us of the beauty in tradition amidst a rapidly changing world.