Li Ziqi
A Chinese food and lifestyle brand built around Li Ziqi's highly visual videos of rural craft, cooking, traditional culture, and food products.
Last updated October 9, 2026
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Overview
Li Ziqi is a Chinese personal and consumer brand centered on the creator Li Ziqi, whose carefully produced videos depict cooking, food preservation, handicrafts, gardening, and rural life in southwestern China. The videos generally minimize spoken narration and instead rely on visual storytelling, music, seasonal rhythms, and detailed preparation scenes. This format helped the brand reach audiences well beyond China, including viewers who did not speak Chinese, and made Li Ziqi one of the most recognizable Chinese digital creators internationally. The brand's commercial proposition extends beyond online video. Its principal consumer-facing products have included packaged foods such as snail rice noodles, fruit preserves, chili sauces, fermented products, pastries, and other pantry items associated with the visual world of the videos. The products are designed to translate an artisanal, regional, and traditional image into convenient packaged food. Distribution has operated through Chinese e-commerce and retail channels, while the media content has served as an important international discovery and marketing channel. Li Ziqi's rise was closely connected with Hangzhou Weinian Brand Management Co., Ltd., which helped commercialize the creator's name and develop consumer products. The relationship later became the subject of a highly publicized legal and business dispute. Public reporting described disagreement over corporate control, ownership, and the commercial rights connected with the Li Ziqi brand. The dispute led to a prolonged interruption in Li Ziqi's video publishing and attracted significant attention in China because it raised broader questions about creator rights, platform fame, and the ownership of intellectual property developed through personal identity. The parties subsequently reached a settlement, and Li Ziqi returned to publishing videos in 2024 after several years away from regular uploads. Her return reinforced the distinction between the creator's media identity and the packaged-food business: the former depends heavily on Li Ziqi's personal creative participation, while the latter can continue through corporate manufacturing and distribution. The brand therefore combines creator-led media, cultural storytelling, and food merchandising rather than functioning only as a conventional packaged-food label. The brand is best understood as China-based and internationally oriented. Its strongest identity comes from the combination of rural imagery, traditional craft, slow production processes, and polished digital filmmaking. At the same time, public information about its corporate structure, current product portfolio, executive team, and international sales is limited or changes over time. No reliable public evidence establishes a stock-market listing, a standalone public company, or a single official global website for the brand.
History
Li Ziqi developed from an individual Chinese video creator into a widely recognized food, lifestyle, and cultural brand. Her content presents rural domestic work and traditional production as visually composed narratives: ingredients are grown or gathered, prepared over a fire or in a home setting, and connected with seasonal customs and handicrafts. The videos' limited dialogue made them accessible to overseas viewers and helped distinguish the brand from ordinary cooking channels. The emphasis is not only on recipes but also on pace, landscape, material processes, and a stylized image of rural self-sufficiency. As the audience expanded, the Li Ziqi name was commercialized through packaged-food products. Hangzhou Weinian Brand Management Co., Ltd. became closely associated with the business side of the brand, including product development, distribution, and commercial operations. Products reported under the brand have included snail rice noodles, preserves, sauces, snacks, and other shelf-stable foods. These products convert the visual promise of the videos into purchasable goods: consumers can buy convenient foods carrying the creator's name and the association with regional Chinese culinary traditions. The commercial arrangement eventually produced a serious dispute between Li Ziqi and Weinian. Public accounts described disagreements over company ownership, corporate control, and the rights connected with the Li Ziqi name and business. The conflict became public in 2021, when litigation and statements from the parties drew attention to the vulnerability of creators whose personal identities are used as major commercial assets. Li Ziqi stopped regularly releasing videos during this period, making the dispute unusually visible to her audience. In 2022, reports stated that Li Ziqi and Weinian had reached a settlement. The settlement reduced the immediate legal conflict, but public reporting did not provide a complete, consistently documented picture of every current corporate right, product arrangement, or management role. The episode remains an important turning point because it separated the value of Li Ziqi's personal creative participation from the value of the broader packaged-food operation. Li Ziqi returned to video publishing in 2024 after a lengthy hiatus. The return demonstrated that the brand's strongest asset remains the creator's own presence and production style. It also suggested that the brand's future may continue to combine media, food, and cultural storytelling rather than rely exclusively on packaged goods. Because product availability and corporate relationships can vary by market, the brand should be treated as an active private creator-led business with international reach, not as a publicly listed multinational food company.
- 2024
Return to video production
[4]Li Ziqi resumed publishing videos after several years away from regular releases.
- 2022
Settlement with Weinian reported
[3]Reuters reported that Li Ziqi and Weinian settled their business dispute, ending the immediate litigation phase.
- 2021
Commercial dispute becomes public
[2]Li Ziqi and Hangzhou Weinian became involved in a public dispute involving corporate control and brand-related commercial rights.
Creator-led video format gains international reach
[1]Li Ziqi's largely dialogue-free videos about rural cooking, handicrafts, and traditional life built a substantial audience in China and overseas.
Products and positioning
A creator-led Chinese food and lifestyle brand positioned around traditional craft, rural culture, seasonal cooking, visual calm, and packaged interpretations of regional foods.
Packaged regional food
Li Ziqi snail rice noodles
Shelf-stable snail rice noodles marketed under the Li Ziqi name and associated with the brand's interest in regional Chinese foods. The product brings a recognizable local dish into a convenient packaged format and has been among the most visible food categories connected with the brand.
Preserved foods
Li Ziqi preserves and fruit products
Jams, preserves, and related fruit-based foods extend the brand's recurring video themes of harvesting, seasonal preparation, and home-style preservation into retail products.
Condiments
Li Ziqi sauces and condiments
Sauces, chili products, and other pantry condiments connect the brand's cooking content with everyday meal preparation. Specific assortments and availability may differ by sales channel and period.
Digital media
Li Ziqi video series
Highly produced short-form and long-form videos depicting cooking, farming, handicrafts, seasonal customs, and rural life. The series is the core identity asset of the brand and the main vehicle through which international audiences encounter it.
Controversies
2021
Li Ziqi–Weinian corporate and brand-rights dispute
Li Ziqi and Hangzhou Weinian became involved in litigation and a public dispute over corporate control, ownership, and commercial rights related to the Li Ziqi brand. The conflict was followed by a prolonged halt in Li Ziqi's regular video output.
2021
Weinian responds to dispute with Liziqi
Weinian denied claims concerning its cooperation with Liziqi, saying it had not interfered with her content creation or controlled her platform accounts. The report also says Liziqi's side alleged that Weinian had violated their contract.
Brand decisions
2022
Settlement with Hangzhou WeinianOtherBackground
The public dispute and litigation created uncertainty over the operating relationship between Li Ziqi and Weinian.
Action taken
The parties reached a reported settlement resolving the immediate business conflict.
Aftermath
The settlement cleared the way for a later return by Li Ziqi to video production, although the full details of the ongoing corporate and product structure were not publicly documented in one authoritative source.
2021
Pause in regular video publishing during corporate disputeStrategyBackground
The dispute with Weinian concerned the commercial structure and rights associated with the creator's name and business.
Action taken
Li Ziqi stopped regularly releasing new videos while the dispute and related litigation proceeded.
Aftermath
The pause highlighted the dependence of the media brand on Li Ziqi's personal participation and continued until the parties reached a settlement and she later returned to publishing.
Recent events
- Unconfirmed
Weinian responds to dispute with Liziqi[5]
Weinian denied claims concerning its cooperation with Liziqi, saying it had not interfered with her content creation or controlled her platform accounts. The report also says Liziqi's side alleged that Weinian had violated their contract.
Sources5 sources
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