Lured by Tradition
In the digital age, where traditional culture is in danger of gradually disappearing, one iconic figure has taken it upon herself to reverse the trend by reviving traditional skills.
A prominent Chinese vlogger, Li Ziqi, whose birth name is Li Jiajia, has amassed a vast online following by reinterpreting traditions that date back thousands of years. Following a three-year absence from social media, she made a highly anticipated return with the release of three new videos in mid-November 2024. These videos represent the culmination of several months of behind-the-scenes work.
This captivating return has transported her fans into a universe imbued with poetry and magic. Her return is not only a response to her fans’ expectations; it also symbolises a new impetus in her commitment to preserving and promoting traditional culture in the contemporary world.
Queen of vlog
Li, nicknamed the Chinese queen of vlog, was born in 1990. She spent her childhood with her grandmother in a mountainous region of Sichuan Province. In 2016, Li began posting videos showcasing her daily family life, using the pseudonym Li Ziqi. The peace and serenity that emanates from the scenes in her productions quickly won over internet users. She can be seen engaged in activities such as hanging persimmons to dry in the sun, meticulously creating flower arrangements, or riding through a misty forest, all without the presence of mobile phones or other modern technology.
Her non-verbal, visually rich content has gained international popularity, transcending linguistic boundaries. A British internet user commented: “In a world saturated with noise, Li Ziqi’s videos are a welcome contrast. I find her work - the skilful creation of intricate objects from natural materials - inspiring.” An American viewer added: “Your content evokes the beauty of simplicity. It’s refreshing to observe something so pure, away from the demands of today’s world.”
Her recent return to the public eye has served to reinforce her status as a cultural icon. One of the new videos, which is dedicated to the art of Chinese lacquerware, a listed intangible cultural heritage, reached 100 million views on the social media platform Sina Weibo in just five hours. The comment sections were inundated with messages of surprise, emotion and support, reflecting the high level of anticipation generated by her reappearance. With over 20 million subscribers on YouTube and more than 60 million on Douyin (the Chinese equivalent of TikTok), Li has established herself as one of the few Chinese content creators with a considerable global reach.
A journey of inspiration
In an interview with Xinhua News Agency, Li said that her return to social media was intended to put an end to the numerous speculations surrounding her absence. Additionally, she wished to share with her audience the results of her efforts over the past three years, as well as her future plans.
Towards the end of 2022, following the conclusion of a legal dispute with her former business partner, Li considered resuming her media activities. However, a street vendor, who had successfully gained the trust of her customers through the use of vlogs, was able to persuade Li otherwise. Li recognised that we are in an era that is especially conducive to cultural exchange, where individuals can rapidly disseminate their lifestyles and traditions to a global audience with a simple click. She therefore opted to move away from video updates and instead focus on the transmission of traditional culture in innovative ways, positioning herself as a cultural bridge.
A few years ago, Li was already visiting craftspeople to enrich her videos with their know-how. This time, she wanted to devote herself fully to studying the crafts with artisans who are often very old. So, she travelled to more than 20 provinces and visited more than 100 heirs to the intangible cultural heritage, acquiring skills such as hanfu stitching, Su embroidery and the art of lacquerware.
However, the journey has not been without challenges. Li visited Yin Liping, an heiress to the art of lacquerware, with the objective of learning the elaborate techniques of this craft. At the initial stage of the learning process called lacquer harvesting, they suffered severe allergic reactions, necessitating medical intervention. Despite their best efforts over several months, Li and her team were unable to achieve the desired results. Li expressed her disappointment to Yin, who advised her to accept failure as a possibility. This experience highlighted Yin’s remarkable resilience in the face of prolonged challenges, including a half-century of managing allergies. It also prompted Li to reflect on her own determination and approach.
Li showed a sincere commitment to learning the art of blue cloth printing from Master Wang Zhenxing in Nantong, Jiangsu, in 2018. She promptly recognised that this traditional technique was at risk of becoming extinct, with younger generations demonstrating a preference for more lucrative pursuits. However, on a recent visit, she was pleased to see that Wang’s granddaughter had successfully revived interest in this art form by creating new designs that appeal to young internet users.
This experience has inspired Li to promote collaboration between young media professionals and experienced craftspeople. She believes that this intergenerational collaboration will not only provide young people with the opportunity to gain valuable insight from experienced professionals, but also enable craftspeople to leverage social media to promote their products. The objective is twofold: to enhance the income and visibility of craftspeople, while stimulating the transmission of and innovation in traditional culture.
Li is confident that her model cannot be easily copied or replaced. She views this as a pivotal step towards preserving intangible cultural heritage. She is encouraged by the emergence of numerous talented vloggers who, like her, are dedicated to promoting traditional Chinese crafts. “It is only when society as a whole actively participates in the protection and transmission of intangible cultural heritage that these treasures will really be able to flourish,” she stressed.
Li’s return in front of the camera represents much more than a simple response to the expectations of her many admirers. It also reflects a significant intellectual journey, which has been focused on her personal development and a sincere commitment to her deep love of traditional culture.
