On November 12, 2024, the “rural fairy” Li Ziqi reemerged following a prolonged legal battle with her former partner company, Weinian, over brand ownership and business rights. Her return was marked by three meticulously produced videos, each filmed over the course of a year.
The response was explosive. Within just five hours, her content amassed over 100 million views on Weibo, creating a sensation across China and much of Asia. Longtime fans felt their long drought had finally ended, once again immersing themselves in her soothing, pastoral world filled with cooking, handicrafts, and tranquil countryside imagery.
Yet only days after this powerful comeback, Li Ziqi disappeared from social media once more. Her YouTube channel, which boasts over 30 million subscribers, has remained inactive for more than a year since. The silence sparked continuous speculation online.
In mid-February this year, she surprised the public by appearing at the 2026 CCTV Spring Festival Gala in Yibin, Sichuan, serving as a cultural ambassador for her hometown.
Her Explanation for Stepping Away
During the program, when asked to describe the flavor of Sichuan’s Lunar New Year in three words, she replied: “Sausage, cured pork, and bok choy.” She added that bok choy is “the lifeblood of us Sichuan people it’s like our soul.”
Her appearance immediately drew attention, and the host did not miss the opportunity to ask about her absence from social media. Li Ziqi openly explained that she had paused video production to focus on more meaningful priorities.
“One important reason is that I wanted to take care of my aging grandmother and return to my family,” she shared. “On the other hand, I want to actively support rural development, such as helping artisans who preserve intangible cultural heritage increase their income.”
After the broadcast, many viewers expressed understanding and admiration for her 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 People’s Daily, her decision to shift from producing viral content to quietly preserving tradition reinforces the “pure and authentic essence of life.” Her promotion of local specialties transcends marketing it reflects a genuine personal belief.
Still Active, Just in a Different Way
Unlike her earlier disappearance during her legal dispute, Li Ziqi has not been completely absent over the past year. Instead of producing regular vlogs, she has selectively participated in cultural events and award ceremonies.
In May 2025, she drew attention at an intangible cultural heritage festival in Chengdu, Sichuan. Her simple outfit just a T-shirt paired with a skirt quickly trended online in China.
Later, on September 13, 2025, she appeared at the 2025 Golden Panda Awards as a presenter for a global short-video category. The move aligned with her stated mission of promoting her hometown’s intangible cultural heritage. At the event, she confidently taught the foreign host phrases in the Sichuan dialect and warmly interacted with fans as she left.
The 35-year-old internet star rose to fame through poetic depictions of rural life in southwestern China. Her peaceful cooking and crafting videos resonated deeply with Millennials and Gen Z audiences increasingly disillusioned with urban pressures.
By 2021, she had tens of millions of followers across Chinese social media platforms and became the most-subscribed Chinese-language creator on YouTube. Her commitment to preserving traditional Chinese culture broadened her appeal far beyond entertainment.
Even now, Li Ziqi remains private about her personal life. Since stepping back from regular uploads, she has shared very little publicly.
Her disappearance, it seems, is less about retreat and more about redirection—choosing family and cultural preservation over constant online visibility. For fans still waiting for new vlogs, her silence may feel long. But for Li Ziqi, it appears to be a deliberate and meaningful choice.
Sources: Znews
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