Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Cultural Transmission and Commercial Monetization of Human Brands: A Case Study of Li Ziqi

Yuxuan ChenGUANGDONG UNIVERSITY OF FINANCE & ECONOMICS*

* Corresponding author: [email protected]

Abstract

With the rapid expansion of the digital economy and platformized media, individual creators have increasingly become both cultural producers and market actors. In this context, the rise of influencer culture has made "human brands" an important subject in the study of digital communication, cultural representation, and commercial conversion. This paper uses Li Ziqi as a case study. It states that the global spread and commercial success of a human brand depend on three things: the symbolic translation of local culture, the development of audience attachment, and the creator's ability to control content rights amid platforms and capital. The study finds that Li Ziqi's brand influence depends not only on the aesthetic communication of rural Chinese culture, but also on the transformation of emotional trust into commercial value through platform-based monetization. It further shows that the long-term sustainability of a human brand requires effective protection of authorship, intellectual property, and creative control.

Keywords: Cultural Transmission; Human Brand; Multi-Channel Network; Influencer Marketing; Rural Aesthetics
Published: April 28, 2026
DOI: 10.54254/2753-7064/2026.BJ33088
Volume: CHR Vol.108
pp. 123-128
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