Explore the Culture Brand Management Strategy of New Media FromLi Ziqi’s Return to “Continuous Hot”

“Li Ziqi” is not only a Chinese girl, but also a cultural brand of new media with certain international influence. Currently, she has more than 20 million fans on the YouTube platform. In July 2021, she stopped making works, and then gradually faded from the public eye. Until November 12, 2024, she released her new work “Carved Lacquer With Hidden Flowers, Carrying Auspiciousness!” For a while, the whole network was boiling, netizens rushed to tell each other, the video has been played more than 100 million times, and she easily returned to the “top of flow rate”. In today’s ever-changing world, why does her work continue to be popular after she stopped working for 1,200 days? The way of management is worth thinking about. This paper analyzes the Weibo comments data of her first work of comeback, to explore the cultural brand management strategy of new media.