China is advancing rural modernization by integrating material development with mental and cultural enrichment. According to official reports, this initiative—guided by the “Fifteenth Five-Year Plan” and recent cultural directives—focuses on fostering civilized rural customs, improving public cultural services, and leveraging local culture to drive economic growth in rural areas.
Rural communities are increasingly turning to local, grassroots-led education to disseminate policy and theory. In Ma Zhuang village, Jiangsu province, “people’s mouthpieces” use traditional performing arts like kuaiban (clapper talk) to explain modern policy. This grassroots approach is mirrored in digital spaces, such as the “Harmonious Rural Livestreaming Room” in Zhangji village, Anhui province, which recorded a peak of over 3,000 concurrent viewers during a 90-minute session explaining the Fifteenth Five-Year Plan.
Efforts to reform social customs are also underway to replace expensive dowries, extravagant weddings, and wasteful funeral practices with more sustainable traditions. In Da Chang town, Shandong province, a 60-member volunteer group known as the “Bangxi Tuan” assists families in organizing weddings that retain traditional significance while minimizing financial burden and waste. These initiatives are supported by the establishment of local committees for moral evaluation and the revision of village rules, which now serve as behavioral guidelines for many residents.
Did You Know?
In December 2017, a visit to Ma Zhuang village established a core directive for the national rural revitalization strategy: that material and spiritual development must be pursued simultaneously, as “matter transforms into spirit and spirit transforms into matter.”
Expanding Public Cultural Services
Public cultural infrastructure is expanding to narrow the gap between urban and rural access. Recent data shows a proliferation of cultural halls, rural libraries, and performance stages. For instance, the 5633-series “slow train” in the Daliang Mountains of Sichuan now features reading desks and bookshelves, providing educational resources for students and commuters.
In Wangguatuan village, Shandong province, local libraries have moved toward a unified regional lending system, allowing villagers to access high-quality resources without leaving the area. These physical spaces are supplemented by mobile services, including library trucks and film screening vehicles, which provide “on-demand” cultural access to remote mountain and forest areas. These efforts aim to fulfill the goal of increasing the total supply of public cultural services in rural regions.
Economic Vitality and Cultural Confidence
The fusion of culture and tourism, often referred to as the “village-brand” economy, has become a significant driver of rural income. Events like the “Village Super League” (Cun Chao) and “Village BA” basketball tournaments have transformed farmers from spectators into organizers and performers. According to the Ministry of Agriculture and Rural Affairs, in 2024, over 2,200 “village-brand” activities that surpassed 100,000 online views generated 13.09 billion yuan in economic benefits. “village-brand” has shown potential for significant growth in the agro-tourism and cultural market, providing new income streams for residents.
This economic activity is attracting a younger workforce back to the countryside. As of the end of 2025, the number of people returning to rural areas for entrepreneurship exceeded 15.1 million. These “new farmers” are launching homestays, educational workshops, and livestreaming businesses. Furthermore, the “Cultural Special Commissioner” system in Zhejiang province has seen 1,574 individuals deployed to rural areas to organize tens of thousands of cultural events, contributing 480 million yuan in income to local communities as of the latest reporting.
Frequently Asked Questions
What is the role of “Cultural Special Commissioners”?
These commissioners are deployed to rural townships and villages to organize cultural activities and professional teams. Their work focuses on both “delivering” culture through external support and “planting” culture to foster internal grassroots development.
How does the “village-brand” economy impact rural areas?
It integrates local customs, sports, and tourism into a commercial model that attracts visitors and boosts local revenue. The model has shown potential for significant growth in the agro-tourism and cultural market, providing new income streams for residents.
What measures are being taken to preserve rural cultural heritage?
As of the end of 2025, more than 14,900 non-material cultural heritage workshops have been established, supporting employment for over 1.3 million people. These efforts include the construction of rural museums and the protection of traditional crafts, music, and customs.
How do you think the integration of modern digital tools and traditional rural culture will reshape the future of village identity?
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