ABSTRACT
This chapter conducts a case study of Li Ziqi 李子柒 (1990-) to examine the role of affective labour and the construction of authenticity in the context of China's influencer culture. It argues that Li enacts cooking as a form of affective labour that resonates with her followers’ own affective needs, social values, and aspirations. The chapter also analyses the Chinese state's interactions with grassroots content producers such as Li Ziqi. It shows how the perceived authenticity of her persona and content is redirected by state media to address domestic issues (such as revitalising rural areas and promoting values of economic neoliberalism) and to present an attractive image of China to international audiences.
