On November 12, 2024, the “rural fairy” Li Ziqi has resurfaced after a long legal battle with her former partner company, Weinian, over brand ownership and commercial rights. His return was marked by three meticulously produced videos, each shot over the course of a year.
The response was explosive. In just five hours, his content amassed more than 100 million views on Weibo, creating a sensation across China and much of Asia. Longtime fans felt their long drought was finally over, immersing themselves once again in its relaxing, pastoral world, full of cuisine, crafts and tranquil countryside images.
Yet, just a few days after this powerful return, Li Ziqi once again disappeared from social media. His YouTube channel, which boasts more than 30 million subscribers, has been dormant for more than a year. The silence has sparked ongoing online speculation.
In mid-February this year, he surprised audiences by appearing at the 2026 CCTV Spring Festival Gala in Yibin, Sichuan, as a cultural ambassador for her hometown.
His explanation for walking away
During the program, when she was asked to describe the flavor of Sichuan Lunar New Year in three words, she replied: “Sausage, cured pork and bok choy.” He added that bok choy is “The lifeblood of us Sichuan people is like our soul.”
Her appearance immediately attracted attention and the presenter did not miss the opportunity to ask about her absence from social media. Li Ziqi openly explained that he suspended the production of the video to focus on more significant priorities.
“One of the important reasons is that I wanted to take care of my elderly grandmother and return to my family,” he shared. “On the other hand, I want to actively support rural development, for example by helping artisans who preserve intangible cultural heritage to increase their income.”
After the broadcast, many viewers expressed understanding and admiration for his honesty. While others at the gala competed for attention through glamour, Li Ziqi stood out for sincerely promoting the flavors and traditions of her hometown.
According to the People’s Daily, his decision to shift from producing viral content to quietly preserving tradition reinforces the “pure and authentic essence of life”. His promotion of local specialties transcends marketing and reflects a genuine personal belief.
Still active, just in a different way
Unlike her previous disappearance during a legal dispute, Li Ziqi has not been completely absent for the past year. Instead of producing regular vlogs, he selectively attended cultural events and award ceremonies.
In May 2025, it attracted attention at an intangible cultural heritage festival in Chengdu, Sichuan. Her simple outfit of a T-shirt paired with a skirt quickly trended online in China.
Later on September 13, 2025, she appeared at Golden Panda Awards 2025 as a presenter for a global category of short videos. The move is in line with his stated mission to promote the intangible cultural heritage of his hometown. During the event, he confidently taught the foreign guest phrases in Sichuan dialect and warmly interacted with fans as he left.
The 35-year-old Internet star rose to fame with poetic depictions of rural life in southwestern China. His peaceful cooking and crafting videos have resonated deeply with Millennial and Gen Z audiences increasingly disillusioned with urban pressures.
As of 2021, she had tens of millions of followers on Chinese social media platforms and became the most subscribed Chinese-language creator on YouTube. His commitment to preserving traditional Chinese culture has broadened his appeal far beyond entertainment.
Even now, Li Ziqi remains secretive about her personal life. Since retiring from regular uploads, she has shared very little publicly.
His passing, it seems, is less about a retreat and more about a redirection: He chose the preservation of family and culture over constant online visibility. For fans still waiting for new vlogs, his silence might seem long. But for Li Ziqi it seems to be a deliberate and significant choice.
Sources: Znews
