Why China's Li Ziqi Is Popular – And Controversial

And how she is altering Americans' view of China

Dec 19, 2019

SMITH BRAIN TRUST  Li Ziqi is recognized as China’s second most influential video blogger.

From her rural Sichuan Province home, the 29-year-old produces and posts videos through which she demonstrates such ancient skills as embroidery, movable-type printing, dyeing cloth and making furniture. She also has produced paper from tree bark, made brushes from rabbit hair and demonstrated making tofu, among other handicrafts and techniques traditional to China.

Wearing long braids and traditional dresses, she reflects the self-sufficient lifestyle of ancient Chinese people. Her appeal – a soothing diversion for many from hectic, urban living – is strong. It’s reflected by her 6 million-plus YouTube subscribers and her 18 million Weibo (China’s Twitter) followers.

However, when she recently captured a People's Choice Award from People's Daily, the largest newspaper group in China, not everyone was pleased. Her critics have suggested that Ziqi, perhaps cynically for lucrative ad revenue, is catering to a sort of archaic, reclusive Western stereotype of China culture. In effect, they say, what she is depicting, is “not the real China.”

Maryland Smith’s Amna Kirmani frames the Li Ziqi phenomenon differently. “Her videos reflect a high level of authenticity and come off as awe-inspiring, says Kirmani, the Ralph J. Tyser Professor of Marketing at Maryland Smith. “These are key ingredients for tapping into an influencer economy that is growing very strongly in China and worldwide. And it’s far from hitting its peak.”

“You can draw a strong comparison of Ziqi to someone like Martha Stewart, but with Ziqi exhibiting a much higher authenticity level,” Kirmani adds. "And her lifestyle promotion is similar to the increasingly popular 'farm-to-table' movement in the United States which is not likely to be criticized for inauthenticity.”

In regard to cultural stereotyping, “Ziqi, if anything, is countering an American-held stereotype of China in terms of the ‘Made in China’ catchphrase including the negative connotation of cheap labor that’s producing goods and exports,” Kirmani says. “In this way, she is improving Americans’ perception of China.”




About the Expert(s)


Amna Kirmani is the Ralph J. Tyser Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. Her research interests include ​morality, persuasion knowledge, ​online communication, ​and branding. Her work has been published in several journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. Her papers have won the Paul Green Award in the Journal of Marketing Research, the Maynard Award in the Journal of Marketing, and the Best Paper Award in the Journal of Advertising. She is Editor of the Journal of Consumer Research and former Editor-in-Chief of the Journal of Consumer Psychology.

More In


Super Bowl Ads That Scored—Even When the Game Didn’t

Which commercials from the Big Game flopped, flourished or found the right tone?

Feb 08, 2021
A Pandemic Playbook for Super Bowl Advertisers

With the Super Bowl less than two weeks away, marketers are gearing up for this year's latest batch of advertisements. But after such a tumultuous year, what's the right tone for advertisers to strike?

Jan 26, 2021
Why Brands Are Rethinking Their Political Giving

Several corporations say they're halting or suspending donations to the 147 lawmakers who voted against certifying the election.

Jan 13, 2021
Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742