Li Ziqi, a video creator of traditional Chinese culture, was appointed cultural communication ambassador of Dongyuan Wooden Movable-type Printing Culture Research Institute on Saturday at a celebration event in Rui’an City, Zhejiang Province.

Li Ziqi is appointed the cultural communication ambassador of Dongyuan Wooden Movable-type Printing Culture Research Institute on Nov. 16. (Photo provided by Li Ziqi)

Li delivered a keynote speech titled “The cultural charm of wooden movable-type printing” on site at the event celebrating the first anniversary of the establishment of the Institute and the launch conference of the cultural IP strategic alliance at Rui’an City, in Wenzhou.

Rui'an Dongyuan wooden movable-type printing is the only known movable-type printing technique in China that has been preserved. It is still in use today. In 2010, UNESCO inscribed it on the list of intangible cultural heritage in need of urgent safeguarding under the name “wooden movable-type printing of China”.

By 2023, there were only about 10 inheritors of this traditional craft, most of whom were over 60 years old. This invaluable cultural heritage is at risk of being lost to future generations.

In 2018, Li connected with the Dongyuan wooden movable-type printing, and spent three months in Dongyuan Village, learning from Wang Fawan, the 24th-generation inheritor of the craft.

Wang praised her hard work, saying she studied from 6 a.m. until after 10 p.m. each day.

Li later showcased the technique in a video, which gained over 80 million views online and sparked widespread interest in movable type printing.

Li said that Wang taught her the craft six years ago when he didn't know who she was. Over the past six years, they have often discussed the future of wooden movable-type printing.

She said she hopes to promote this craft.

Li, whose real name is Li Jiajia, burst onto the scene in 2015 for her short video creations showcasing Chinese rural cuisine, traditional crafts, and other cultural elements. The videos captured audiences worldwide with their unique pastoral aesthetics and celebration of Chinese culture.

On July 14, 2021, Li's social media account stopped updating after the video of “Firewood, rice, oil, salt, soy sauce, vinegar, and tea” due to a controversy, leading to a hiatus of over 1,200 days.

On Nov. 12 this year, she officially announced her return with the video “My grandma’s wardrobe was broken, so I gave it a makeover.”