On October 24, Sohu reported that the “rural beauty” Li Tu That appeared in a new video calling for viewers to participate in the agricultural program. This marks a rare appearance after more than a year of absence from the popular Chinese blogger known for her videos about rural life.
Li Tu That immediately became a trending topic on Weibo with over 76 million interactions. It’s noteworthy that despite not posting new videos for three years, the “rural beauty” remains an irreplaceable name in the hearts of her audience.
“So when will Li Tu That update again? I want to see new videos. Even though there are many videos promoting traditional culture, I feel that none capture the essence like Li Tu That’s videos. Every time I watch her videos, it brings a sense of peace,” said one fan. Many viewers are eagerly waiting for Li Tu That’s return.
Li Tu That was recognized by CCTV as a key figure in cultural promotion and has participated in many events related to traditional cuisine and agricultural technology. These activities have helped elevate her fame, making her a prominent figure in the creative content scene in China.
Previously, in July 2021, Li Tu That had to stop making videos about rural life due to conflicts with the management company.
According to the blogger, her contribution was voluntary and did not require payment, leading to significant financial losses for her company. Although the management company earns millions of NDT annually, Li Tu That received only a small portion of the profits. Despite being a well-known figure, she encountered issues with the management company that jeopardized her professional standing.
After a year of negotiations, in December 2022, Li Tu That regained control of her company, Tu That Tu Xuyen, from her former manager. Under the new agreement, the company is now fully owned by Li Tu That with a 99% stake, while the remaining 1% belongs to Vo Niem Hang Chau. CEO Liu Dong Ming withdrew from the company due to disputes with Li Tu That that escalated to emotional strain.
However, this situation also implies that in the future, Li Tu That must bear more responsibility for promoting her videos, a task that previously fell to Vo Niem Hang Chau, while the “rural beauty” is only responsible for content production. According to QQ, given Li Tu That’s personality, it’s challenging for her to perform the new professional role as the management company.
Moreover, Vo Niem Hang Chau is also in the process of establishing a new brand and is venturing into the food industry to compete with Li Tu That’s “Bun Oc” brand.
Additionally, during her three-year hiatus, the trend of rural-themed vlogs has grown significantly.
According to analysis by Vuong Van – Deputy Dean of Journalism and Communication at Hoa Trung University of Science and Technology, there are currently over 100 million people in China pursuing vlogging about everyday life. Consequently, Li Tu That’s influence may diminish, and her audience could become fragmented.
