China
Farms to fame: How China’s rural influencers are redefining country life
In Yunnan, influencer Dianxi Xiaoge redefines rural China’s image, showcasing pastoral life, bridging cultural gaps between urbanites and rural communities, and sparking interest through nostalgic content and government support.
In the quiet backwaters of Yunnan, Dong Meihua – though her followers know her by the public alias Dianxi Xiaoge – has done something remarkable: She’s taken the pastoral simplicity of rural China and made it irresistible to millions. In her hands, a village kitchen becomes a stage, and the rhythms of farm life become a story as compelling as any novel. She is one of many rural influencers returning to their roots.
In a digital revolution turning established narratives on their head, China’s countryside is emerging as an unlikely epicenter of viral content. Xiaoge is one of thousands of influencers redefining through social media how the countryside is perceived.
Upending preconceptions of rural China as a hinterland of poverty and stagnation, this new breed of social media mavens is serving up a feast of bucolic bliss to millions of urbanites. It is a narrative shift encouraged by authorities; the Chinese government has given its blessing to influencers promoting picturesque rural images. Doing so helps downplay urban-rural chasms and stoke national pride. It also fits nicely with Beijing’s rural revitalization strategy.
Hardship to revival
To fully appreciate any phenomenon, it’s necessary to first consider the historical context. For decades, China’s countryside was synonymous with hardship and backwardness. The Great Leap Forward of the late 1950s and early 1960s – Communist China’s revered founder Mao Zedong’s disastrous attempt to industrialize a largely agrarian country – devastated rural communities and led to widespread famine that saw tens of millions die.
The subsequent Cultural Revolution, in which Mao strengthened his grip on power through a broad purge of the nation’s intelligentsia, further disrupted customary rural life as educated youth were sent to the countryside for “reeducation.” These traumatic events inflicted deep scars on the rural psyche and economy.
Meanwhile, the “hukou” system, which since the late 1950s has tied social benefits to a person’s birthplace and divided citizens into “agricultural ” and “nonagricultural” residency status, has created a stark divide between urban and rural citizens.
The reform era of Mao’s successor, Deng Xiaoping, beginning in 1978, brought new challenges. As China’s cities boomed, the countryside lagged behind.
Millions of rural Chinese have migrated to cities for better opportunities, abandoning aging populations and hollowed-out communities. In 1980, 19% of China’s population lived in urban areas. By 2023, that figure had risen to 66%.
Government policies have since developed extensively toward rural areas. The abolition of agricultural taxes in 2006 heralded a major milestone, demonstrating a renewed commitment to rural prosperity. Most recently, President Xi Jinping’s “rural revitalization” has put countryside development at the forefront of national policy. The launch of the Internet Plus Agriculture initiative and investment in rural e-commerce platforms such as Taobao Villages allow isolated farming communities to connect to urban markets.
Notwithstanding these efforts, China’s urban-rural income gap remains substantial, with the average annual per capita disposable income of rural households standing at 21,691 yuan (about US$3,100), approximately 40% of the amount for urban households.
Enter the ‘new farmer’
Digital-savvy farmers and countryside dwellers have used nostalgia and authenticity to win over Chinese social media. Stars such as Li Ziqi and Dianxi Xiaoge have racked up huge numbers of followers as they paint rural China as both an idyllic escape and a thriving cultural hub.
The Chinese term for this social media phenomenon is “new farmer.” This encapsulates the rise of rural celebrities who use platforms such as Douyin and Weibo to document and commercialize their way of life. Take Sister Yu: With over 23 million followers, she showcases the rustic charm of northeast China as she pickles vegetables and cooks hearty meals. Or Peng Chuanming: a farmer in Fujian whose videos on crafting traditional teas and restoring his home have captivated millions.
Since 2016, these platforms have turned rural life into digital gold. What began as simple documentation has evolved into a phenomenon commanding enormous audiences, fueled not just by nostalgia but also economic necessity. China’s post-COVID-19 economic downturn, marked by soaring youth unemployment and diminishing urban opportunities, has driven some to seek livelihoods in the countryside.
In China’s megacities, where the air is thick with pollution and opportunity, there’s clearly a hunger for something real – something that doesn’t come shrink-wrapped or with a QR code. And rural influencers serve slices of a life many thought lost to China’s breakneck development.
Compared with their urban counterparts, rural influencers carve out a unique niche in China’s vast social media landscape. Although fashion bloggers, gaming streamers and lifestyle gurus dominate platforms such as Weibo and Douyin, the Chinese TikTok, rural content creators tap into a different cultural romanticism and a yearning for connection to nature. In addition, their content capitalizes on the rising popularity of short video platforms such as Kuaishou and Pinduoduo, augmenting their reach across a wide demographic, from nostalgic retirees to eco-conscious millennials.
But this is not simply digital escapism for the masses. Tourism is booming in once-forgotten villages. Traditional crafts are finding new markets. In 2020 alone, Taobao Villages reported a staggering 1.2 trillion yuan (around $169.36 billion) in sales.
The Chinese government, never one to miss a PR opportunity, has spotted potential. Rural revitalization is now the buzzword among government officials. It’s a win-win: Villagers net economic opportunities, and the state polishes its reputation as a champion of traditional values. Government officials have leveraged platforms such as X to showcase China’s rural revitalization efforts to international audiences.
Authenticity or illusion?
As with all algorithms, there’s a catch to the new farmer movement. The more popular rural influencers become, the more pressure they face to perform “authenticity.” Or put another way: The more real it looks, the less real it might actually be.
It raises another question: Who truly benefits? Are we witnessing rural empowerment or a commodification of rural life for urban consumption? With corporate sponsors and government initiatives piling in, the line between genuine representation and curated fantasy blurs.
Local governments, recognizing the economic potential, have begun offering subsidies to rural content creators, causing skepticism about whether this content is truly grassroots or part of a bigger, state-led campaign to sanitize the countryside’s image.
Yet, for all the conceivable pitfalls, the new farmer trend is an opportunity to challenge the urban-centric narrative that has dominated China’s development story for decades and rethink whether progress always means high-rises and highways, or if there’s value in preserving ways of life that have sustained communities for centuries.
More importantly, it’s narrowing the cultural disconnect that has long separated China’s rural and urban populations. In a country where your hukou can determine your destiny, these viral videos foster understanding in ways that no government program ever could.
This article is republished from The Conversation under a Creative Commons license. Read the original article.
Business
China Reports Agreement on Ceasefire between Myanmar’s Factions
Myanmar’s conflicting parties have reached a ceasefire agreement, facilitated by China, aiming to reduce violence and promote peace in the region.
Myanmar Ceasefire Agreement
In a significant development, conflicting parties in Myanmar have reached an agreement for a ceasefire, with China facilitating discussions. This breakthrough is crucial for restoring peace in a nation that has been marred by violence and political strife in recent years. The ceasefire aims to pave the way for reconciliation efforts and improve the humanitarian situation in affected areas.
Role of China
China’s involvement as a mediator highlights its growing influence in resolving regional conflicts. The Chinese government has been working closely with both sides to promote dialogue and trust, crucial elements for a long-term peace solution. Increased stability in Myanmar can benefit regional security and economic development, making China’s mediation significant.
Looking Forward
The hope is that this ceasefire will lead to further negotiations addressing underlying issues in Myanmar. While challenges remain, both parties have expressed willingness to work towards a peaceful resolution. The international community will be watching closely to see if this ceasefire can be sustained and lead to enduring peace for the people of Myanmar.
China
2024 China Economic Review: GDP, Trade, and Foreign Direct Investment Analysis
In 2024, China’s economy grew 5%, supported by stimulus measures, strong exports, and high-tech investments, despite weak domestic demand and demographic challenges. Key sectors like manufacturing and digital economy thrived, necessitating structural reforms for sustained growth into 2025.
China’s economy grew 5% in 2024, driven by stimulus measures, strong exports, and high-tech investment, despite challenges like weak domestic demand and demographic pressures. Structural reforms and targeted policies are essential for sustaining growth into 2025.
China’s economic performance in 2024 saw a return to steady growth, achieving a 5 percent GDP expansion in line with the government’s target, as per the official data released by the National Bureau of Statistics (NBS) on January 17, 2025. This outcome was largely bolstered by stimulus measures that helped drive a stronger-than-expected fourth-quarter recovery. While the country’s economy faced challenges such as declining population numbers and sluggish consumer demand, there were signs of optimism across key sectors, including industrial output and digital economy growth.
Additionally, China is beginning to pivot away from its dependence on the property sector, with the digital economy playing an increasingly significant role in economic expansion.
This article explores the major economic highlights from 2024 and examines the key trends, challenges, and opportunities that will shape China’s economy in the year ahead.
In 2024, China’s GDP reached RMB 134.91 trillion (US$18.80 trillion), maintaining its position as the second-largest economy in the world, behind only the United States, whose projected GDP for 2024 stands at approximately US$29 trillion. This reflects a year-on-year growth of 5.0 percent, in line with the government’s official target of “around 5 percent“ set during the 2024 Two Sessions. While slower than the 5.2 percent growth achieved in 2023, it highlights a stable recovery largely driven by strong export performance and targeted stimulus measures throughout the year.
The economy saw accelerated growth in the final quarter of 2024, with GDP expanding by 5.4 percent, surpassing expectations and making a substantial contribution to the overall 5.0 percent increase. Indeed, quarterly growth performance in 2024 showed steady improvement: the first quarter recorded a 5.3 percent increase, followed by 4.7 percent in Q2, and 4.6 percent in Q3.
Sectoral performance highlights revealed the manufacturing and service sectors as key drivers.
| This article was first published by China Briefing , which is produced by Dezan Shira & Associates. The firm assists foreign investors throughout Asia from offices across the world, including in in China, Hong Kong, Vietnam, Singapore, and India . Readers may write to info@dezshira.com for more support. |
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China
How China’s appetite for salmon could reshape global seafood markets – new research
China’s salmon demand surged 46% in 2023, prompting global exporters to respond. Challenges in domestic salmon production highlight opportunities for rainbow trout, reshaping the seafood market towards sustainability and consumer preferences.
China’s demand for farmed salmon is growing at an unprecedented pace. In 2023, its imports grew by 46% year on year – with imports of fresh and chilled Atlantic salmon up 63%.
This remarkable growth is reshaping the global seafood trade. Exporters from Scotland, Norway, Chile, Australia, Faroe Islands, Canada and Iceland are racing to supply the needs of this vast and rapidly evolving market.
At the same time, China’s efforts to produce its own Atlantic salmon have faced significant challenges, highlighting the need for substitutes like rainbow trout to meet the country’s growing appetite for seafood delicacies.
An important shift occurred in 2018, when the Chinese government permitted rainbow trout to be labelled and sold as salmon. This decision blurred the distinction between imported Atlantic salmon and locally farmed rainbow trout, creating a more accessible option for cost-sensitive consumers.
Trout is comparable to salmon in appearance and size, with firm and oily meat that has a similar orange-pink colour. Nutritionally too, the species are alike, as are the ways in which they can be cooked and prepared.
In our new research which included taste tests, we found that many Chinese consumers could not distinguish between domestic rainbow trout and imported Atlantic salmon in blind testing. But when informed about the origin, testers’ preferences shifted strongly in favour of imported Atlantic salmon, highlighting the power of provenance in consumer tastes.
Although people’s willingness to pay did not vary initially in our blind tests, it became a decisive factor once the origin of the fish was revealed.
But we found that origin alone was not enough. For our testers to be prepared to pay higher prices, they also had to like the look, smell and taste of the product more, or be persuaded by its ecolabel (indicating environmental standards).
Environmental costs
Transporting Atlantic salmon from Scottish lochs, Norwegian fjords or Chilean waters to Chinese markets involves complex logistics and significant environmental costs. The carbon footprint of this trade, combined with the resource-intensive nature of salmon aquaculture, raises critical concerns about sustainability.
These challenges are particularly pronounced in China, where consumers have a strong preference for freshness. This drives demand for quick delivery of imported salmon despite its environmental impact, and consumers are increasingly turning to online platforms to buy their seafood.
E-commerce has reshaped seafood retail in China, offering quick delivery and products that cater to consumer demand for quality and freshness. Salmon stands out in this market due to its perceived high value, premium quality and price point. Unlike other expensive seafood that often needs to be sold live to maintain its value, salmon retains its appeal when chilled or frozen.
This makes salmon particularly suited to modern retail models, where sophisticated cold-chain logistics ensure its freshness without the complexities of live transport. However, these innovations come at a cost.
The energy-intensive storage and rapid transportation required for imported salmon contribute significantly to environmental harm. As China’s seafood market continues to grow, addressing the sustainability challenges associated with this trade will be critical to balancing consumer demand with environmental responsibility. Current international certification schemes aiming to improve the sector’s sustainability have had limited impact in China so far.
A worker processing imported fresh salmon in a Beijing wholesale seafood market.
David Little, Author provided
China has made significant efforts to establish a domestic Atlantic salmon industry, but these attempts have largely been unsuccessful due to technical challenges and environmental constraints. This has left a gap that domestically farmed rainbow trout is poised to fill.
A trout farming raceway in Chengdu, China, supplied with fresh river water.
Zixuan Ma, Author provided
In 2022, China produced 37,000 tonnes of rainbow trout. This is a relatively small amount compared with international production levels, but still notable considering that rainbow trout is a new farmed species in China, unlike traditional species like carp.
However, rainbow trout farming in China is geographically constrained, as the species thrives in cooler freshwater temperatures found in higher-lying lakes and reservoirs, as well as in “raceways” (channels supplied continuously with fresh water diverted from rivers).
Advances in aquaculture systems offer a potential pathway to expand China’s production. Trout farming is a more sustainable, locally sourced alternative to Atlantic salmon that reduces the carbon footprint associated with imports and ensures fresher options for Chinese consumers. Developing a robust domestic trout industry could enhance food security, reduce dependence on imports, and create economic opportunities in rural areas.
China’s evolving seafood market offers valuable lessons for the global industry. Emphasising quality, freshness and sustainability will resonate with the increasingly sophisticated Chinese consumer.
At the same time, investment in eco-friendly aquaculture practices, both domestically and internationally, will be essential to balance the growing demand for premium seafood with environmental responsibility. These could include reducing feed waste and recirculating aquaculture systems (which filter and reuse water) to minimise water use. Recycling waste nutrients by using them elsewhere in food production could also be key.
As rainbow trout gains prominence in China’s seafood landscape, the relationship between consumer preferences, environmental concerns and economic opportunities could in turn shape the future of the global salmon trade.
If domestic fish captures a larger share of the Chinese market, salmon producers in Europe, Canada and other exporting regions may face significant challenges. This could ultimately force them to rethink their strategies in order to adapt to shifting market dynamics.
Although the goal of creating a domestic Atlantic salmon industry has proved difficult for China, trout farming presents a practical and sustainable solution for its luxury seafood sector.
This article is republished from The Conversation under a Creative Commons license. Read the original article.
- China Reports Agreement on Ceasefire between Myanmar’s Factions
- 2024 China Economic Review: GDP, Trade, and Foreign Direct Investment Analysis
- How China’s appetite for salmon could reshape global seafood markets – new research
- China Limits Apple Operations as BYD Manufacturing Moves to India and Southeast Asia Amid Trade Frictions | International Business News – The Times of India
- China’s GDP Grows 5% in 2024: Key Insights and Main Factors
- Can science be both open and secure? Nations grapple with tightening research security as China’s dominance grows
