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How did Chinese YouTube star Li Ziqi break a Guinness World Record? Meet the ‘kimchi’ influencer whose quaint foodie and rural culture videos touched city-dwelling millennials in quarantine

Li Ziqi is one of China’s most successful vloggers. Photo: Li Ziqi
Li Ziqi is one of China’s most successful vloggers. Photo: Li Ziqi

  • The Chinese celebrity vlogger recently broke a Guinness World Record with 14.2 million subscribers
  • Besides recently being embroiled in the ‘kimchi wars’ with South Korea’s Hamzy, netizens have also debated her videos’ authenticity

Chinese YouTube celebrity Li Ziqi was recently crowned by Guinness World Records for having the “most subscribers for a Chinese language channel on YouTube”, with some 14.2 million followers at the time of writing. 

The 30-year-old’s quietly thoughtful videos of rural Chinese life provide a tranquil escape from the slick, fast-paced quality of other YouTube videos, and dispense gentle lessons through honest country living. While other ultra-competitive vloggers might hawk consumerism and inflated lifestyles, Li’s videos in contrast spark simple joy with their focus on hand-crafting – whether Li is creating an elaborate Chinese pastry made with magnolia flowers from her backyard, or an entire set of furniture assembled from bamboo collected from a nearby forest. 

Li has been praised for transcending language and culture, as well as inspiring millions worldwide as an icon of seclusion and self-sufficiency – even before quarantine was a thing. 

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Here are five things you might not know about the famous Chinese influencer.

She was born in a far-flung village

Viewers often ask if Li Ziqi’s ethereal, cinematic videos are real. Photo: Li Ziqi
Viewers often ask if Li Ziqi’s ethereal, cinematic videos are real. Photo: Li Ziqi

Born in Mianyang, the second largest prefecture-level city of Sichuan province, Li Ziqi’s real name is actually Li Jiajia. After her parents separated, she lived with her father, who passed away when she was just six years old. Her grandparents decided to take care of her after discovering that her stepmother mistreated her. Under her grandparents’ care in the countryside, Li grew up making bamboo crafts and cooking authentic Chinese meals.

Li’s grandfather passed away when she was in fifth grade, leaving her grandmother as her sole guardian. When Li turned 14 years old in 2004, she dropped out of school to travel to the city in search of work.

She used to be a DJ

In an interview, Li Ziqi opened up about her life, craft and early struggles as a one-woman band. Photo: SCMP Archives
In an interview, Li Ziqi opened up about her life, craft and early struggles as a one-woman band. Photo: SCMP Archives