Li Ziqi's comeback

Li Ziqi's recent return to social media after a three-year hiatus has been met with widespread enthusiasm. Known for her serene videos showcasing traditional Chinese rural life, her absence left a noticeable void among her global audience.

Her hiatus began in 2021 due to a legal dispute with her marketing agency, Weinian, over brand rights and profits. This conflict was resolved in December 2022, with Li gaining a 99% stake in her trademark-related company.

Upon her return, Li expressed plans to focus on promoting China's intangible cultural heritage arts, indicating a shift from her previous content. This move has been warmly received by fans and endorsed by Chinese state media, reflecting her status as an unofficial cultural ambassador.

However, her comeback also presents challenges. During her absence, several imitators emerged, both locally and internationally, filling the niche she once dominated. Additionally, the rise of short-form content platforms like TikTok has shifted audience preferences, potentially impacting the reception of her traditionally longer videos.

In summary, while Li Ziqi's return is a positive development for her followers and the promotion of Chinese culture, she will need to navigate a transformed digital landscape and evolving audience expectations to regain her previous influence.