We’re excited to introduce you to the always interesting and insightful Ziqi Luo. We hope you’ll enjoy our conversation with Ziqi below.
Ziqi , thanks for taking the time to share your stories with us today What’s been the most meaningful project you’ve worked on?
One of the most impactful projects I’ve had the privilege of being involved with is “CunBA,” a grassroots basketball tournament I initiated in my hometown. Inspired by the National Basketball Association (NBA), “CunBA” cleverly plays on the Chinese word “cun,” meaning “village.” As a multimedia journalist for the Los Angeles Lakers and a sports content creator with a following of three million across various Chinese social media platforms, I’ve always aspired to bring the excitement of the NBA closer to my followers. Even though most of my followers, are following along my journey of achieving my dream in the NBA, it still seems too far away from them. However, it wasn’t until a serendipitous revelation of my hometown roots during one of my video vlogs that an extraordinary opportunity arose.
Upon inadvertently mentioning my origins in Ningxia, a small province in China, I was approached by the Ningxia Basketball Association to participate in the “CunBA” game as an influencer. Having not returned to my hometown in three years, I seized the chance to reconnect with my roots by creating a video showcasing local delicacies and promoting the upcoming game. The response was overwhelming, with the video generating millions of views and thousands of comments on Kuaishou, a popular short video platform in China. Witnessing the genuine enthusiasm of fans who traveled miles just to see me in person left me deeply moved.
I was totally blown away by the scale of a CunBA game in my hometown. There were thousands of fans on an outdoor court tucked in the rugged hills of Ningxia Village with millions more watching online. I brought my team along to broadcast the week-long event, and it was heartening and surreal to see the entire village recognize me from my videos over the years. Children eagerly lined up for photos, and I was greeted with waves and requests for autographs wherever I went. It was a moment of validation, where the years of dedication as a content creator truly felt worthwhile.
From a dream chaser, an influencer my fans can only see on the screen becoming a hometown hero welcomed by everyone. Moved by the overwhelming support, I delivered a heartfelt speech on the final day of “CunBA,” expressing gratitude and making a commitment to deliver the best broadcasting of the event to my hometown. This experience reignited a sense of purpose in my career journey, reminding me of the profound impact I could have beyond my aspirations in the NBA.
Covering the NBA has always been my dream, but it was through my involvement in “CunBA” that I rediscovered a deeper, more meaningful goal in my career trajectory.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I entered the influencer industry during the COVID-19 pandemic, driven by my innate passion for storytelling and utilizing my voice. Short-form videos became the ideal medium for me to merge my skills with my passion, allowing me to connect with a wide audience. Concurrently, I established Humi, a sports agency in my hometown, dedicated to reintroducing global athletes to China’s professional and amateur sports scene.
Looking ahead, I’m embarking on a collaborative venture with a local sports company in Los Angeles to launch a Multi-Channel Network (MCN) aimed at amplifying athletes’ Chinese social media presence. This initiative seeks to facilitate sponsorships and brand collaborations for athletes at both professional and amateur levels. Anticipated to debut in April, my brand and merchandise will be accessible via my primary Chinese social media platform, xiaohubasketball talk.
What distinguishes us is our extensive resources and seasoned team. With over four years of influencer experience, I’ve cultivated a substantial following of three million basketball enthusiasts. This journey has involved adept negotiations with prominent brands like Wilson, Red Bull, and Volkswagen, leading to successful sponsored collaborations. Moreover, we boast an influencer marketing analytics and content production team under my direction.
My educational background, including graduation from the USC Annenberg graduate program of journalism, has equipped me with a comprehensive understanding of the influencer landscape across both American and Chinese markets. Acting as a bridge between China and global sports talent, our mission is to foster mutual growth and collaboration.
Recognizing the importance of teamwork, we operate on the principle that every influencer we represent is supported by a dedicated team overseeing product management, content creation, and brand relations. Our vision is to forge lasting connections and facilitate impactful opportunities within the dynamic realm of sports and influencer marketing.
What’s the most rewarding aspect of being a creative in your experience?
I find the most rewarding aspect of my journey to be multifaceted. Firstly, the autonomy of working for myself and running my own business is immensely fulfilling. However, what truly resonates with me is the positive feedback I receive from the individuals who have supported me along the way.
Reflecting on the beginning of my channel, I recall a pivotal moment when a random fan praised my voice, expressing their hope that I would continue creating content. This initial recognition from a stranger ignited a profound sense of motivation within me. I dedicated myself to producing four videos daily, immersing myself in the trending topics of the NBA. At times, I was so into my work that I would forget to eat lunch. Yet, this dedication stemmed from the genuine passion I had discovered and the realization that I was proficient in this craft.
Upon reaching a milestone of one million followers on Kuaishou, I shared the story behind my journey in a video. The overwhelming response, with approximately seven thousand comments congratulating me, was truly humbling. Among these messages, one particularly stood out—an individual detailed how my passion for basketball had inspired them to pursue the sport, even though he had had no interest in basketball, ultimately leading to their appointment as captain of their school team within three months. I was amazed by how the videos I made can actually have an impact on people’s lives.
After two years of relentless dedication to my channel, I was granted admission to my dream school, USC, and secured a position as a journalist covering the Los Angeles Lakers. From the outset, I had shared with my followers my aspiration to interview LeBron James. Two seasons later, I accomplished this feat, allowing my fans to witness the fulfillment of my long-held dream through my videos. To my surprise and delight, many expressed how my journey had mirrored their own aspirations, serving as a source of encouragement as they pursued their dreams.
Despite never having met the majority of my fans in person, they willingly share their intimate stories and moments with me, a testament to the bond formed between strangers united by a common passion. Their unwavering support serves as a constant source of inspiration, propelling me forward on my journey. Ultimately, I believe the most rewarding aspect lies in the millions of individuals who bear witness to my growth and evolution through my videos, becoming integral participants in my journey of self-discovery and achievement.
Can you share a story from your journey that illustrates your resilience?
Every content creator or artist inevitably encounters criticism, and I’m no exception. Despite the seemingly positive trajectory of my journey, filled with hard work and support from fans, it’s important to acknowledge the less glamorous aspects. In my channel, I initially operated primarily behind the scenes as a basketball commentator rather than a player. As the channel grew, I began incorporating vlogs featuring myself. When I reached two million followers, I was invited by Kuaishou to participate in a basketball influencer game, with thousands witnessing it live and millions tuning in online.
Facing off against renowned streetball players and retired pros, I quickly realized my skills paled in comparison. Throughout the game, I faltered, shooting airballs, struggling for breath, and even tumbling to the ground. I managed to score only two points the entire match. Consequently, a barrage of negative comments flooded the livestream, labeling me as incompetent and urging me to stop producing basketball content. It felt like a weight pressing down on my chest, making it hard to breathe. I fell into a state of depression, overwhelmed by the disastrous performance and relentless online criticism.
However, amidst the despair, I found the strength to reassess my identity as a basketball commentator and influencer. I had the audacity to step onto the court alongside experienced professionals and streetball legends—an accomplishment many shy away from. Rather than shying away from my shortcomings, I decided to embrace them. I courageously shared clips of my missed shots and falls on my channel, aiming to inspire those who, like me, may not excel in basketball but still harbor a passion for the sport. By daring to compete, I had already achieved a victory of spirit.
The resulting video, controversial as it was, garnered six million views, sparking a divided discourse in the comment sections—some rallying behind my message, others strongly opposing it. Yet, amidst the mixed reactions, one lesson resonated: authenticity and self-advocacy reign supreme. On the internet, one will inevitably encounter both admiration and disdain. However, it’s our resilience in the face of adversity that ultimately defines us.
Contact Info:
- Instagram: ziqi_luo_
- Other: Chinese TikTOk link: https://v.douyin.com/iFH2KdpW/ [email protected] :0pm Kuaishou Link: https://v.kuaishou.com/oImfN2