Brian Jeffrey
In the lively world of social media today, the variety of content ranges from inspiring and healing to potentially damaging. Among these trends, the move from urban life to rural living has transformed from mere lifestyle choice into a captivating aesthetic.
The shadow of China’s Liziqi strongly influences this trend, refining rural-themed video content through her artistic visuals and tranquil storytelling. However, in Vietnam, several creators seem more focused on emulating her visual style rather than truly embracing the essence of her work.
Liziqi, born in 1990 in Sichuan, China, is often referred to as the “rural fairy” for her enchanting videos that showcase idyllic rural life with dreamlike imagery. With nearly 70 million followers on platforms like YouTube and Weibo, her appeal stems not only from her picturesque depictions of pastoral scenes but also from her skill in crafting silent yet emotionally resonant narratives through visuals and sound.
Her content goes beyond mere cooking; she thoughtfully engages in planting, harvesting, and preparing food. The soothing sounds of nature—such as rustling leaves, flowing water, and crackling wood—combine to create a peaceful cinematic soundscape, fully immersing viewers in her serene world.
Each shot is carefully curated by a professional crew. With the use of natural lighting, intentional compositions, and a soft earthy color palette, her videos transcend mere visuals to become a form of visual poetry. She reimagines the countryside not merely as a setting for labor, but as a sanctuary of calm and healing.
In Vietnam, many channels can be seen imitating Liziqi’s style, with videos featuring outdoor cooking in traditional attire, utilizing wood-fired stoves, and closely mimicking her filming techniques. One notable channel, Bep Tren Dinh Doi (Kitchen on the Hill), was criticized for closely mirroring Liziqi’s work, down to props, color schemes, and supporting characters.
The channel’s creator, Tam An, frequently films in Vietnam’s northern highlands, focusing on vegetarian recipes. However, one video showcasing wind-dried persimmons faced backlash for allegedly replicating over 90% of a Liziqi video and has since been removed.
However, mere imitation does not resonate. Many of these mimicry videos have been called out for their lack of emotional or cultural substance. While visually stunning, they often seem hollow—lacking a clear narrative, the significance of the dish, or genuine moments of sharing meals. Such productions appear staged rather than authentic representations of real life.
As this trend continues to grow, a number of rural-style content creators have surfaced, including Ut Ve Vuon, Thon Nu Official, and Khoi Lam Chieu.
Among these, Khoi Lam Chieu stands out with 532,000 subscribers, drawn in by its heartfelt depiction of life in Vietnam’s Mekong Delta. Despite their diverse styles, the majority share a common aim: to evoke nostalgia and capture the tranquil beauty of rural existence. Yet, few can reach the storytelling depth and cultural relevancy of Liziqi.
The essence of Liziqi’s appeal lies in her authentic storytelling—a quality abundant in Vietnam’s culture, should creators draw from their own histories. When approached sincerely, there’s no need for imitation to leave a lasting impact.
Consider Lao Nong Vlog (Old Farmer Vlog), managed by Nguyen Van Phong and his son, Nguyen Van Luu. Their unscripted, special-effect-free videos capture everyday rural meals, highlighting simplicity and sincerity.
Classic dishes like rice with dried fish, stir-fried bamboo shoots, and crab soup convey flavors that transcend mere culinary experiences. In 2024, this channel earned a notable award at the Vietnam Creators Awards (VCA).
Similarly, Am Thuc Me Lam (Mom’s Cooking) captured wide acclaim with a video depicting a mother preparing traditional dishes for the Lunar New Year. Highlighted by YouTube’s official page, this video received over 2.8 million views and garnered enthusiasm from international audiences.
Launched in 2019, this channel evokes a profound sense of nostalgia through its rustic ambiance, communal meals, and modest ingredients.
Beyond culinary delights and natural beauty, Vietnam’s social media scene also hosts incredible creators like May Podcast (gentle reflections), An Gi Kho Co Quan Lo (meals for the underprivileged), and An Den (narratives of simplicity and tranquility). These creators offer genuine content rich in real-life experiences and heartfelt values.
Their work demonstrates that authenticity outweighs mere imitation. Each dish has a story. Each shot captures emotion. These narratives aren’t just performances—they are lived experiences. And that authenticity is something that cannot be duplicated.
