Li Ziqi’s live broadcast of snail noodles attracted many people.

Li Ziqi (July 6, 1990-), formerly known as Li Jiajia, was born in Mianyang, Sichuan, and is a short video creator in Mainland China. In 2015, he started shooting short food videos and served as Chengdu Intangible Cultural Heritage Promotion Ambassador. In November 2016, the short video "Lanzhou Beef Noodles" gained widespread attention and attracted a large number of viewers. In 2017, a team was formally formed and Li Ziqi's personal brand was established; on June 16, he won the Top Ten Food Celebrity Award at the Sina Weibo Super Celebrity Festival. In 2018, Li Ziqi’s original short videos successively won silver and gold creator medals from the YouTube platform after being operated overseas. On January 1, 2020, Li Ziqi was selected as one of the "Top Ten Female Figures of 2019" by China Women's Daily; in August, she was elected as a member of the 13th All-China Youth Federation. On February 2, 2021, Guinness World Records announced that Li Ziqi broke the Guinness World Record for "most subscriptions to a Chinese YouTube channel" with 14.1 million YouTube subscriptions.

Li Ziqi is a trademark applied for registration by Hangzhou Weinian Technology Co., Ltd. on October 28, 2017. The brand consultant is Li Zhiyong. In October 2021, Li Ziqi formally sued Hangzhou Weinian Brand Management Co., Ltd. The company's applications for Li Ziqi's trademark were all rejected, and the trademark process status was changed to invalid, pending review of rejection, etc.