Why Doesn’t Li Ziqi Update Her Videos More Often?

Li Ziqi, a name known for her idyllic poetry and traditional handicrafts, was once a phenomenal presence in the short video field. However, since her popularity in 2016, her video update frequency is far less productive than other netroots, especially between July 2021 and November 2024, she even stopped updating completely for three years. This “infrequent updating” phenomenon is not only related to her creative style and personal choices, but also affected by commercial disputes, shifts in life focus, and the external environment. The reasons for this are analyzed from various angles.

1. The Unique Nature of Her Creative Process

Li Ziqi’s videos are known for their high production quality and slow, deliberate pacing, standing in stark contrast to the fast-paced, disposable content often seen on short video platforms. Her work typically showcases the entire process of creating something—from harvesting ingredients to crafting traditional products like wine or cosmetics—with each frame resembling a carefully composed painting. This level of detail requires an immense amount of time and effort.

The Time-Consuming Nature of Her Craft

For example, her videos on making traditional rouge or brewing peach blossom wine involve hands-on work with ancient techniques, followed by meticulous editing. A single video, often just a few minutes long, can take weeks or even months to produce. Unlike many influencers who rely on quick cuts or real-time content for frequent uploads, Li Ziqi prioritizes quality over quantity, which naturally limits her output.

Small Team, Personal Touch

Although Liziqi has a small team to assist her, she has always emphasized that she is the core of her creative process. From conceptualizing ideas to executing them herself, her videos carry a deeply personal touch. In interviews following her November 2024 comeback, she mentioned streamlining her team to maintain a more intimate and focused approach. This hands-on, personal style further slows down her production pace.

2. The Impact of Business Disputes

The conflict between Li Ziqi and Hangzhou Weinian Brand Management Co., Ltd. (referred to as “Weinian”) is the most direct reason for her sudden drop in upload frequency. After she stopped posting in July 2021, the dispute with Weinian became public, not only halting her creative output but also reshaping her perspective on the relationship between content and commerce.

The Battle for Brand Control

Li Ziqi and Weinian had jointly established Sichuan Ziqi Culture Communication Co., Ltd., with Li holding 49% of the shares and Weinian controlling 51%. As products like rice noodles under the “Li Ziqi” brand gained massive popularity, the brand’s value skyrocketed. However, Li found herself with limited influence over commercial decisions. In October 2021, she sued Weinian to renegotiate her stake, leading to a prolonged legal battle. During this time, she likely chose to stop creating content to avoid indirectly benefiting Weinian.

The Cost of a Three-Year Hiatus

The dispute was resolved in December 2022, with Li Ziqi increasing her stake to 99%, effectively regaining control of her brand. However, the three-year hiatus disrupted her creative rhythm and tested her fanbase’s patience. Upon her return in November 2024, her video on traditional lacquerware craftsmanship signaled a cautious, deliberate approach rather than a rush to resume frequent uploads.

3. Shifting Life Priorities and Personal Choices

Li Ziqi’s videos are deeply rooted in her rural life and her relationship with her grandmother. However, as her fame grew, her lifestyle and personal priorities evolved.

Caring for Her Grandmother

Li Ziqi has often cited her grandmother as a key inspiration for her work. In the past, she paused her uploads to care for her grandmother during an illness. Her hiatus after 2021 may have also been influenced by her grandmother’s health. In interviews, she has stated that spending time with family is more important than chasing online fame, a choice that naturally reduced her time for content creation.

Resisting Overexposure

As her fame grew, Li Ziqi’s life came under intense scrutiny. She has expressed discomfort with over-commercialization and frequent public appearances. Unlike many influencers who maintain their relevance through live streams or constant interaction, Li Ziqi prefers a quieter, more private life. This introverted nature and desire for privacy make her less inclined to update frequently to meet market demands.

4. Challenges in the Market and Cultural Positioning

Li Ziqi’s content focuses on traditional Chinese culture, which sets her apart in the fast-paced world of online content. This unique positioning also presents challenges that affect her update frequency.

Changing Content Trends

Short video platforms have evolved significantly since 2016, with user preferences shifting toward more entertaining, real-time content. While Li Ziqi’s slow-paced, artistic videos still have a dedicated audience, they struggle to compete in an algorithm-driven environment that favors rapid updates. Her commitment to quality over quantity puts her at odds with the platform’s demand for constant engagement.

The Depth of Cultural Storytelling

Li Ziqi is often seen as a cultural ambassador for China, with over 18 million YouTube subscribers. Her videos, such as those exploring the “24 Solar Terms,” require extensive research and on-location filming, making them impossible to produce quickly. Her return in 2024 with a video on lacquerware craftsmanship demonstrates her preference for deep, meaningful content over frequent, shallow uploads.

5. External Speculation and Pressure

Li Ziqi’s irregular upload schedule has also fueled speculation, with rumors ranging from government restrictions to health issues. While unverified, these rumors have likely influenced her creative decisions.

The Amplifying Effect of Public Scrutiny

During her hiatus, rumors circulated that she had been “banned” or had retired. Although she clarified upon her return that it was a personal choice, the intense public scrutiny may have made her more cautious about her content, avoiding frequent updates to prevent further controversy.

The Double-Edged Sword of International Fame

While her global fanbase brings pride, it also adds pressure. Balancing the expectations of both domestic and international audiences while staying true to her vision is a constant challenge. This pressure may have contributed to her decision to take a slower, more deliberate approach to content creation.

Conclusion:

Li Ziqi’s failure to update her videos frequently is both a reflection of her creative philosophy and a result of the combination of external environment and personal choice. She has impressed global audiences with her exquisite camera language and traditional culture, but is unwilling to be kidnapped by traffic. From steady updates in the early days, to a three-year hiatus, to a cautious return today, her trajectory reflects a creator’s struggle between ideals and reality. In the future, she may still maintain a low-frequency but high-quality output, using “slowness” to combat this fast-paced era. As she shows in the video, Li Ziqi’s life and creativity are just like the wine she brews, which needs time to settle down before it becomes fragrant.