On 12 November 2024, after three years of silence, Li Ziqi made a spectacular return.
The creator of the global traditional culture boom announced her return to “top stream” with the release of two new videos, once again drawing people’s attention to her carefully crafted content and the cultural values behind it.
This is not only a glorious return for the content creator, but also a victory for intellectual property rights, setting a new level of IP protection in the creative industries.
Intellectual property debate: behind three years of silence
In the creative industry, intellectual property is at the core of brand value.
With Li Ziqi’s popularity, the name ‘Li Ziqi’ and its associated trademarks quickly became valuable commercial assets.
However, a serious conflict of interest arose between Li Ziqi and her partner over the ownership of the brand.
In July 2021, Li Ziqi stopped all content creation and began a lengthy legal battle with her partner.
This legal battle lasted for three years until the end of 2022, when she finally managed to regain control of the trademark and brand through court mediation, increasing her shareholding from 49% to 99%.
In 2023, she ended her collaboration with her partner and returned the brand to her personal name,
with the return on 12 November 2024 marking the end of the battle for her rights.
The deep connection between intellectual property and the creative industries
The case of Li Ziqi shows us the central role of intellectual property rights in the creative industries:
1. Core asset of brand value
Intellectual property is not only the protection of creators’ original achievements, but also a core component of brand value. Li Ziqi’s trademark battle directly affected her right to speak and her market competitiveness in the commercialization process.
2. The foundation for the healthy development of the creative industry
In the creative industry, the distribution of interests between content creators and commercial partners often revolves around intellectual property rights. Clear ownership of intellectual property rights can help creators avoid disputes during the commercialization process, while ensuring that the quality and cultural value of the content is not compromised.
3. The modern dissemination of traditional culture
Li Ziqi’s success is not only a victory for his personal brand, but also demonstrates how traditional culture can be transformed into a globalized creative asset through modern media and digital communication. The protection of intellectual property rights provides a solid legal foundation for such innovation.
Inspiration for creative professionals
1. Actively apply the knowledge learned from the creative industries to the protection of various IPs and raise awareness of IP protection
Trademarks, copyrights and other core assets should be registered as early as possible and clearly attributed, which is the basis for creators to protect their rights and interests.
2. Collaboration requires clear allocation of rights and responsibilities
In the commercialization process, it is particularly important to sign clear IP terms with partners to avoid disputes over vague terms.
3. Respect content and cultural values
Even in the midst of commercialization, quality content and cultural heritage will always be the core competitiveness of the creative industries.
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