Intangible Cultural Heritage

Li Ziqi returned as China’s Intangible Cultural Heritage Ambassador and mentor for youth creators at the 2025 I.C.H. Video Creation Summit in Wuyuan, ending a three-year hiatus. Famous for viral films on rural traditions like her iconic *Lanzhou Beef Noodles* video, she resumed her career with a lacquerware-focused project, aligning with her mandate to preserve craftsmanship. Analysts tie her comeback to China’s cultural soft power strategy, leveraging her global influence (10M+ YouTube subscribers) and ethical storytelling to bridge heritage conservation with the creator economy. The initiative coincides with China’s push to commercialize I.C.H., projected to grow 12% annually, as Li rebuilds her brand post-legal disputes.