On November 11, 2024, Chinese content creator Li Ziqi reemerged online after a four-year hiatus, captivating global audiences with her latest videos showcasing traditional craftsmanship. In one striking piece, she revitalized a family wardrobe using Chengdu lacquerware—a 3,000-year-old intangible cultural heritage (ICH) technique—demonstrating intricate polishing and decorative processes. The video surpassed 100 million views on Weibo within hours, while international platforms like YouTube saw over 10 million views in two days.
Li’s work bridges generations and geographies. Another video featured her wearing a handmade Shu brocade baidie skirt, highlighting the vibrant textile artistry of Sichuan Province. Her signature aesthetic—serene rural backdrops paired with meticulous craft documentation—has reignited interest in China’s cultural heritage among millennials and Gen Z viewers.
Experts note this trend reflects a broader movement: young Chinese are leveraging digital platforms to reinterpret ancient skills. "Li Ziqi’s influence shows how technology can democratize cultural preservation," says Dr. Wang Lin, a cultural historian at Peking University. "Her content isn’t just entertainment—it’s an educational bridge connecting tradition with modern audiences."
For investors, the revival presents opportunities. ICH-related industries in China grew 12% year-on-year in 2023, driven by youth-led startups blending craftsmanship with contemporary design. Meanwhile, diaspora communities and travelers increasingly seek authentic cultural experiences, fueling demand for heritage tourism.
