The Digital Silk Road (DSR) is usually described as the digital component of the Belt and Road Initiative that is reshaping the digital world order. Most existing research is concerned with the possible long-term consequences of the DSR rather than on what the DSR encompasses, how it developed and how it has changed since it was announced in 2015. We address this gap by reconstructing the origins of the DSR within China, with a focus on both rhetoric and concrete plans as they developed between central and provincial actors. We collected and analysed a corpus of 31 national and 130 provincial DSR-related plans. In contrast to prevailing views of the DSR as a unified, outward-facing strategy, we show that after an initial surge of related documents, the central government ceased to discuss the DSR in a meaningful way. Provincial governments then appropriated its rhetoric to legitimize their own digitization agendas, including upgrading infrastructure in poorer provinces and remaining plugged into export markets for those with an IT industry. Rather than reshaping the digital world order, the DSR has been appropriated by some provincial governments to attempt, mostly unsuccessfully, to shore up their own digital ambitions.