In Rongjiang County, Guizhou Province, butchers and bricklayers traded tools for soccer cleats in 2023 as ethnic Miao cheerleaders rallied crowds with traditional songs. This grassroots spectacle – China's Village Super League (Cun Chao) – became a nationwide phenomenon, symbolizing rural China's cultural and economic transformation under the 14th Five-Year Plan.
Parallel to the soccer frenzy, spontaneous "village galas" saw farmers-turned-peractors stage folk operas in rice fields across the countryside. These raw, heartfelt productions showcase more than entertainment: they represent the tangible results of China's Green Rural Revival Program that renovated 10,000 villages between 2021-2025.
From Fields to Economic Fields
The 2024 tourism surge saw 5.6 billion domestic trips, with rural destinations like Rongjiang reaping rewards. Post-Cun Chao, the county welcomed 9.46 million visitors generating ¥10.8 billion ($1.51B) in revenue. Local luo han guo fruit sales tripled through live-stream commerce, while ethnic silver jewelry workshops expanded to meet tourist demand.
Culture as Development Catalyst
Officials note the strategic integration of sports, traditions, and commerce: "When villagers perform dragon dances or host soccer matches, they're preserving heritage while creating new livelihoods," explains a regional development officer. The model has turned ancestral songs into intellectual property, with 37 village gala performances being adapted into paid cultural experiences in 2024 alone.
As China enters the final year of its rural modernization push, these grassroots movements demonstrate how cultural confidence and ecological preservation are driving sustainable growth – proving that revitalization means more than infrastructure; it's about reimagining rural identity in the modern era.
