The Story of Li Ziqi: From Rural Poetry to Global Influence

In the fast-paced modern world, the name Li Ziqi stands out like a breath of fresh air, bringing with it the poetic charm and rustic beauty of rural life. She is not only China’s most famous internet celebrity but also the creator of a globally recognized brand. The story of Li Ziqi is both an inspiring tale of overcoming adversity and a shining example of how traditional culture can seamlessly blend with modern commerce. From the humble kitchen of a rural Sichuan home to the screens of millions worldwide, Li Ziqi has crafted her own brand legend through perseverance, creativity, and an unwavering connection to her roots.

A Challenging Childhood and the Seeds of Resilience

Li Ziqi, born Li Jiajia on July 6, 1990, in Mianyang, Sichuan Province, grew up in a modest rural family. Her childhood was far from easy. After her parents divorced and her father passed away, she was left in the care of a stepmother who was often unkind and even abusive. It wasn’t until her grandparents took her in that she found a sense of stability and warmth. However, life continued to test her. When her grandfather passed away during her fifth-grade year, her grandmother struggled to support her education. At just 14 years old, Li Ziqi was forced to drop out of school and move to the city to work, beginning an eight-year journey of hardship and self-reliance.

During this time, she took on various jobs—waitressing, street vending, and even working as a DJ in bars. These experiences shaped her resilient character and taught her the value of adaptability and hard work. Despite the challenges, she never lost her appreciation for the simple joys of life. Memories of her rural childhood—her grandmother’s kitchen, the rhythm of farm work, and the beauty of nature—became the foundation of her later creative endeavors. This journey through adversity planted the seeds for what would eventually become the Li Ziqi brand.

From Social Media to a Global Icon

In 2015, Li Ziqi began her journey into social media. At the time, short video platforms were rapidly gaining popularity, and she saw an opportunity to share her rural lifestyle with the world. Initially, her goal was simple: to document her life with her grandmother and showcase traditional cooking methods. However, her videos, with their unique “ancient style,” quickly captured the hearts of viewers. From brewing wine and pickling vegetables to crafting cosmetics and weaving bamboo baskets, Li Ziqi’s content offered a glimpse into an almost idyllic rural existence. Her videos, free of unnecessary narration, relied on the sounds of nature and her skilled hands to tell a story, creating a serene and captivating experience.

By 2016, her videos had gone viral, earning her the title of “China’s Top Food Influencer” in 2017. Netizens affectionately called her “Li the Omnipotent” for her ability to master everything from cooking and farming to carpentry and traditional crafts. Her popularity wasn’t limited to China; her content also gained a massive following on international platforms like YouTube. On February 2, 2021, Li Ziqi broke the Guinness World Record for the “Most Subscribed Chinese Channel” with 15.3 million YouTube subscribers. International audiences praised her as the “Ambassador of Eastern Life,” and her videos became a window into traditional Chinese culture for people around the world.

The Birth of a Brand and the Journey into Commerce

As her influence grew, Li Ziqi’s name evolved from a personal brand to a global phenomenon. In 2017, she officially launched the Li Ziqi brand, transforming the rural lifestyle depicted in her videos into tangible consumer products. From rice noodles and chili sauce to peach blossom wine and handmade pastries, her product line expanded to reflect the essence of her content. These products not only embodied the traditional techniques and natural ethos of her videos but also met modern quality standards, ensuring both authenticity and appeal.

The success of the Liziqi brand was no accident. Her team mastered the art of blending content with commerce, infusing each product with emotional value through her videos. For example, her rice noodles evoked memories of her simmering broths, while her peach blossom wine carried the fragrance of spring fields. This “content + e-commerce” model helped the brand quickly establish itself in the market, with sales reaching hundreds of millions of yuan at its peak.

However, rapid growth also brought challenges. In 2021, Li Ziqi faced a public dispute with her partner company, Weinian, over the commercialization of her work and control of her brand. This conflict led to a three-year hiatus, during which fans eagerly awaited her return. In November 2024, she made a triumphant comeback with a new video on traditional lacquerware, signaling a fresh chapter for her brand and a renewed commitment to her craft.

Cultural Heritage and Global Connection

The appeal of the Li Ziqi brand lies not only in its commercial success but also in its role as a bridge between tradition and modernity. Her videos and products bring the nuances of rural Chinese life—such as the 24 solar terms, traditional crafts, and farming wisdom—to a global audience. In a world dominated by fast-paced urban living, her content offers a refreshing reminder of the beauty of simplicity and the value of slowing down.

Internationally, Li Ziqi is celebrated as a symbol of China’s soft power. Her videos, free of political messaging, convey the elegance and philosophy of Eastern culture through everyday actions—cooking, farming, and creating. As one foreign fan remarked, “Li Ziqi makes me feel that life can be so simple and beautiful.” This universal resonance has turned her brand into a cultural icon, transcending borders and languages.

The Future: Challenges and Opportunities

Today, the Li Ziqi brand stands at a crossroads. Her return with a focus on traditional lacquerware not only honors ancient craftsmanship but also hints at her vision for the brand’s future. However, in a competitive and ever-changing market, the brand faces significant challenges. Balancing authenticity with commercial growth, staying true to her roots while innovating for a global audience, and navigating the complexities of brand management are all critical issues she and her team must address.

From a rural girl to a global brand founder, Li Ziqi’s story is a testament to the power of dreams, hard work, and staying true to oneself. Her brand is more than just a business—it’s a celebration of a lifestyle, a connection to nature, and a tribute to tradition. No matter what the future holds, the name Li Ziqi will remain a symbol of resilience, creativity, and the timeless beauty of rural life.

Through her hands, she cooks meals, crafts stories, and weaves a dream that resonates across the world—a dream of simplicity, harmony, and the enduring power of tradition.