After a three-year hiatus, Li Ziqi—the once and future queen of lifestyle vlogging—has returned, rekindling excitement across China. Her comeback is particularly significant following her resolution of a legal dispute with her agent in 2022. Though she’s kept a low profile, her latest project, a video on crafting lacquered furniture, has thrust her back into the limelight. As a major figure among China influencers, her return is poised to reshape influencer marketing.
Her video isn’t just about furniture; it’s a rich tapestry of traditional Chinese culture. The term “lacquer” connects deeply with her own name, Ziqi, and fans delight in how her creations symbolize her own ‘return.’ This clever wordplay has not gone unnoticed and adds a layer of personal touch to her videos.
The Ripple Effect of Li Ziqi’s Return
In the evolving digital landscape, Li Ziqi’s return symbolizes a broader trend within the digital marketing agency China sector. Influencers who paused their activities are now returning, reinvigorated and ready to redefine the industry. Their comebacks highlight a blend of pre-pandemic nostalgia and new-age digital strategy, influencing not just content creation but also how brands engage with audiences.
Li Ziqi’s latest foray into video blogging underscores her commitment to Intangible Cultural Heritage (ICH), which resonates deeply across China. Her focus on traditional lacquerwork, showcased in her recent video, captivated millions, quickly amassing over 100 million views and gaining nearly a million new followers. Such impactful content not only cements her position as a leading douyin agency China but also sets a benchmark for cultural authenticity in influencer marketing.
Integrating Culture with Commerce
Beyond just capturing views, Li Ziqi advocates for the preservation of China’s intangible cultural heritages, traveling extensively to collaborate with local artisans. This commitment has elevated her from a mere content creator to a cultural ambassador, aligning her efforts with broader initiatives to preserve and promote traditional arts.
While the future of influencer marketing continues to evolve, Li Ziqi remains focused on delivering high-quality, culturally enriched content. Her approach distinguishes her from those who may leverage culture superficially, enhancing her appeal and establishing a model of authenticity that resonates with both brands and consumers. This distinction not only reinforces her influence on platforms like Douyin but also strengthens her role in promoting China ecommerce ventures focused on cultural products.
Douyin, already benefiting from her prolific return, has seen a significant increase in ICH-focused business, demonstrating the platform’s strategic investment in her brand. The future holds promising potential for monetizing this engagement, with Li Ziqi at the forefront of a trend that marries cultural preservation with digital innovation.
As we watch Li Ziqi continue to weave her influence across China’s digital and cultural landscapes, it’s clear her return marks more than just a resurgence—it’s a transformative movement in the world of influencer marketing. With a focus on authenticity and cultural depth, her impact stretches far beyond conventional content creation, offering a glimpse into the future of digital storytelling in China.
