Nestled in the mountainous terrain of southwest China, Tongren has solidified its position as the nation’s matcha capital, with its vibrant green tea powder now driving a digital-era agricultural revolution. Last year alone, the region produced 1,200 tons of premium matcha – a figure that represents nearly half of China’s total output – while reaching consumers in over 40 countries and regions through innovative e-commerce strategies.
This year, young farmers-turned-livestreamers are rewriting the rules of rural commerce. Armed with smartphones and intimate knowledge of their craft, they showcase Guizhou’s terroir-rich matcha to global audiences, transforming remote tea fields into international export hubs. Their real-time demonstrations of traditional harvesting techniques and modern production processes have attracted over 3 million regular viewers worldwide.
The economic ripple effects are profound. Over 8,000 local families now participate in the matcha value chain, from organic tea cultivation to packaging design. Provincial data shows a 27% year-on-year increase in agricultural e-commerce revenue through November 2025, with matcha accounting for 60% of this growth.
As international demand surges – particularly from Japan, the United States, and Canada – Guizhou authorities are establishing certification programs for livestream hosts and expanding cold-chain logistics networks. This strategic approach positions the province as a model for China’s rural revitalization strategy, blending cultural heritage with cutting-edge digital commerce.
