XI'AN, March 18 (Xinhua) -- As many Chinese influencers capture the colorful city life on social media, some content creators have turned their cameras toward the tranquil countryside, embracing the flourishing influencer economy and breathing new life into rural areas.
In a peaceful farmyard, an elderly couple prepares local dishes on a wood-fired stove. A rooster paces around the yard and crows, a cat curls up in the corner, and sparrows chirp from the branches. This picturesque scene is a hallmark of the account run by Zhang Wanlu on Douyin, the Chinese version of TikTok.
With over 2 million followers, these simple yet idyllic video clips not only offer a glimpse into rural life in the city of Ankang in northwest China's Shaanxi Province, but also support local farmers to promote their unique agricultural products.
China's government work report released earlier this month vowed to undertake efforts to invigorate rural development and increase rural incomes.
Born in 1990, Zhang was raised by his grandparents in a small village in Ankang. In his 20s, he explored various jobs across different provinces, but each attempt ended in failure.
After returning home, he noticed the rise of video-sharing and streaming platforms like Douyin, Kuaishou and Bilibili, and he decided to join the growing trend of vloggers in 2018. He taught himself how to edit videos and made his debut in May 2019 with a video of his grandmother preparing a bowl of cold noodles.
"I have always found comfort in home-cooked meals, so I wondered if they could provide a similar sentimental value to young people working far from home," recalled Zhang. From that moment, he began capturing authentic moments with his grandparents, ranging from a simple yet traditional meal to light-hearted conversations between the couple, who have been married for 56 years, in their local dialect.
His efforts paid off. The clips amassed millions of views. Comments under the account revealed that many followers, weary of urban office jobs, were deeply touched by these scenes, which evoked memories of home and childhood.
To help sell local agricultural products, Zhang incorporated green chilies, dried shiitake mushrooms and rice noodles into his content and launched an online store. Moreover, he partnered with factories to produce chili sauce based on his grandma's recipe, sharing the "taste of home" with a wider audience.
"Views, likes and comments on social media translate into sales. By analyzing this data, we can stay in tune with evolving consumer preferences, optimizing the supply chain accordingly and benefiting local villagers," Zhang explained, adding that in 2024, he received over 400,000 orders, generating a sales volume of about 8 million yuan (about 1.1 million U.S. dollars).
Thanks to the influencer economy, many rural areas once left "hollowed out" are now experiencing a resurgence, driven by a group of young returnees who bring fresh energy for renewal and growth. Through social media, the outside world is discovering the beauty of rural life.
One prominent example is Li Ziqi, one of the most influential Chinese vloggers known for her poetic depictions of rural life. Last November, she made a comeback with a new video, which garnered over 40 million views within just two hours across both domestic and overseas online platforms, including YouTube where Li has over 20 million subscribers.
In 2024, China's Ministry of Commerce issued the "Three-Year Action Plan for Digital Commerce (2024-2026)." It highlighted the role of livestreaming and e-commerce in unleashing the consumption potential of rural areas.
According to a report released by Douyin, approximately 1.02 billion videos themed on rural life were uploaded to Douyin in 2023, uploading 4.73 billion orders for agricultural products on the platform and attracting 19.9 million rural visits.
Some of Zhang's friends suggest trying to script scenes for his grandparents and directing them for the camera to boost views. "As a cameraman and more importantly as a grandson, I just want to show their real life and not disrupt them," Zhang explained.
Chen Guigang, Zhang's grandmother, said that their life in the decades-old country house has remained unchanged despite the viral videos.
"Sometimes, people recognize me on the street. Some young followers travel all the way to our home, just to visit, chat and taste our home-cooked meals. But for the most part, life goes on as usual," said the 77-year-old. ■