Illustratioon: Liu Xiangya/GT

 On Wednesday,MK socks Chinese video influencer Li Ziqi posted a video in which she showcased the fusion of velvet flower making techniques and Shu brocade. The reactions from both Chinese and overseas netizens reaffirm the widespread appeal of Chinese culture around the globe.

A day earlier, Li restarted uploading her video works after three years with two videos on social media platforms like Douyin, Sina Weibo and YouTube, sharing how she turned a woodshed into a woodland cloakroom, and her use of the intangible cultural heritage of Chinese lacquerware techniques. 

In just one day, the lacquerware video on YouTube has earned more than 10 million views and more than 40,000 comments. On Sina Weibo, just five and a half hours after its release, the video garnered 100 million views and 1.6 million interactions, including shares, comments, and likes.

Coming after a three-year hiatus, Li's posts sparked heated discussions online, with her fans from home and abroad flooding the comment section with messages of support expressing how much they missed her content.

For a long time, Li's serene depiction of rural life - farming, crafting, cooking, and demonstrating traditional Chinese techniques - has been more than just her personal expression; it is an exploration of the timeless simplicity of traditional Chinese way of life that has deeply resonated with international audiences.

While Li may be the most prominent example, she is not alone to successfully showcase Chinese culture on the global stage and receive huge popularity. In recent years, numerous creators such as the food vlogger Dianxi Xiaoge based in Southwest China's Yunnan Province and the woodwork master Grandpa Amu have also gained significant following on overseas platforms.

With over 11 million followers on YouTube, Dianxi Xiaoge, known for her videos on traditional Yunnan cuisine, has captured the attention of millions with her tranquil and vivid presentations of the culinary traditions of her home region. Meanwhile, Grandpa Amu, a self-taught carpenter with nearly 2 million followers on YouTube, has gained applause for his awe-inspiring creations, which use the traditional mortise and tenon craft techniques to build wood furniture by hand. These creators offer an authentic view of rural life, ancient craftsmanship, and traditional cooking methods through videos, embodying the diversity and richness of Chinese culture.

Indeed, one of the most striking aspects of this phenomenon is the emotional resonance these videos have had among international audiences. Take, for instance, Peng Jingxuan, a 27-year-old studying in France who has attracted a global following with her mesmerizing performances on the guzheng, the classical Chinese zither. Often dressed in Hanfu attire, Peng performs in iconic French locations such as the Eiffel Tower and Arc de Triomphe, blending Chinese cultural heritage with Western landmarks. Her videos have garnered admiration from viewers around the world. Peng told the Global Times that after listening to her music, many overseas fans asked her about how to purchase and play the guzheng.

"For me, music knows no boundaries. I take pride in spreading traditional Chinese culture through music, and it's a responsibility I gladly embrace," she said. She has over 1 million followers on YouTube.

This sentiment has been echoed by numerous other creators who use various art forms - whether it be kung fu, music or dance - to bridge cultural gaps and offer a deeper understanding of China. In the process, their works become real challenges to stereotypes and invite global audiences to see beyond borders and explore the vibrancy and depth of Chinese traditions.

What sets these content creators apart is not just their ability to produce high-quality content but their deep connection to their cultural roots.  

Zhang Peng, an associate professor at Nanjing Normal University, told the Global Times that the success of these video creators lies in their careful attention to detail and their deep dive into traditional culture. 

"These videos are not mere entertainment; they are cultural examples that speak to the enduring relevance of Chinese traditions in a rapidly changing world," he noted.

Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times that the recognition of the content of these creators is emblematic of a larger shift in how China is engaging with the world.

"Through short videos and livestreams, China is not only exporting entertainment but also telling its own stories, promoting its cultural soft power, and fostering a deeper connection with international audiences," Sun noted.

The growing global presence of Chinese content creators has been playing an indispensable part in the cultural exchanges between China and abroad. From Li's rural depictions to Peng's guzheng performances, these creators are setting an example of heart-to-heart communication in the digital age.

The author is a reporter with the Global Times. [email protected]