In the tranquil backwaters of Yunnan, a revolution is brewing, one that blends traditional farm life with the latest in digital technology. At the center of this movement is Dong Meihua—known to her millions of followers by her online persona, Dianxi Xiaoge. Through her rustic kitchen and picturesque village surroundings, she transforms the simple rhythms of rural life into captivating visual stories, offering an idyllic portrayal of China’s countryside that resonates across the globe.
Dianxi Xiaoge is not an isolated phenomenon but one of thousands of rural influencers who have taken to social media to reimagine how the countryside is seen by a mostly urban audience. This wave of influencers is not just reshaping perceptions but actively creating new narratives about rural China, upending long-standing ideas of poverty and stagnation, and capturing the imaginations of millions.
Dianxi Xiaoge’s rise to fame underscores a larger digital shift that has transformed China’s vast countryside into a hotspot for viral content. These rural influencers bring a unique cultural offering: an immersive glimpse into a life often forgotten or overlooked by city dwellers. Her videos are brimming with the serenity of farm life, the earthy authenticity of homegrown ingredients, and the charm of traditional practices passed down through generations.
Viewers are drawn to the slower pace, the beauty of hand-crafted meals, and the nostalgic appeal of simpler times. In a world increasingly dominated by fast-paced urban lifestyles, rural influencers like Dianxi Xiaoge, Li Ziqi, and others have tapped into a deep cultural longing for authenticity and connection with nature.
Their content showcases not just individual lives, but the enduring vibrancy of rural Chinese culture. Through their lens, the countryside is no longer a place of isolation and poverty, but a bastion of tradition, self-sufficiency, and unspoiled beauty—a stark contrast to the hurried lives of urban audiences.
It’s no coincidence that the Chinese government has given its tacit approval to this new portrayal of rural life. As part of its broader rural revitalization strategy, Beijing sees influencers like Dianxi Xiaoge as allies in reshaping perceptions of the countryside, both within China and internationally. Promoting an image of the countryside as prosperous and thriving helps to downplay the economic divide between urban and rural areas, while bolstering national pride.
This narrative shift plays into the government’s goal of narrowing the urban-rural gap. Policies like President Xi Jinping’s rural revitalization campaign, launched in 2017, aim to bring infrastructure, economic opportunities, and improved living standards to rural areas. By supporting the work of influencers who highlight the beauty and potential of these regions, the government can further its agenda of presenting a unified, prosperous China.
To fully understand the significance of this digital transformation, it’s important to consider the historical context of China’s rural-urban divide. For much of the 20th century, China’s countryside was associated with hardship and backwardness. Mao Zedong’s Great Leap Forward in the late 1950s, a disastrous attempt to rapidly industrialize the country, led to widespread famine that claimed millions of lives, particularly in rural areas. The Cultural Revolution that followed in the 1960s further upended rural communities as intellectuals and students were sent to the countryside for “reeducation.”
The urban-rural divide was further entrenched by the hukou system, a household registration system introduced in the late 1950s, which restricted rural residents’ access to urban social benefits. This system created two distinct classes of citizens: those with agricultural residency and those with non-agricultural residency. The disparity in access to education, healthcare, and economic opportunities that this system reinforced contributed to rural depopulation, as millions migrated to cities in search of a better life.
While China’s urbanization has been dramatic—by 2023, 66% of the population lived in cities, compared to just 19% in 1980—the countryside has long lagged behind. Despite government efforts, the income gap between urban and rural citizens remains wide. The average annual per capita disposable income of rural households is just 21,691 yuan (around US$3,100), about 40% of what their urban counterparts earn.
Amid these historical challenges, rural influencers have become the unexpected stars of China’s social media landscape. The term “new farmer” has emerged to describe this phenomenon: digital-savvy individuals from rural areas who use platforms like Douyin (China’s TikTok), Weibo, and Kuaishou to document and commercialize their way of life.
These influencers build massive followings by sharing videos of their daily routines, from cooking farm-fresh meals to showcasing traditional crafts and agricultural practices. Dianxi Xiaoge’s serene food preparation, Li Ziqi’s artistic portrayals of ancient crafts, and Sister Yu’s hearty, homestyle cooking all contribute to a growing appetite for rural content that feels genuine and comforting. Even lesser-known influencers like Peng Chuanming, who crafts traditional teas and restores his rural home, have captivated millions.
Since 2016, rural influencers have turned the simple act of living off the land into a lucrative business. Platforms like Kuaishou and Pinduoduo, which cater to China’s vast interior and less affluent regions, have enabled these creators to reach audiences far beyond their villages, drawing in followers from across the country and abroad.
At the heart of this phenomenon lies not only nostalgia but also economic necessity. As China’s economy grapples with post-Covid-19 challenges, including rising youth unemployment and slowing urban growth, many young people are reconsidering the allure of city life. For some, the countryside offers not just an escape but a viable alternative for economic survival.
Rural e-commerce has flourished, with initiatives like Taobao Villages connecting small farmers and artisans to urban markets. In 2020 alone, these rural online hubs generated a staggering 1.2 trillion yuan (about $169.36 billion) in sales. Tourism has also boomed in previously forgotten villages, as urbanites seek out the picturesque settings they’ve seen online.
For the Chinese government, this trend is a win-win. By promoting rural influencers, the state bolsters its rural revitalization goals and presents a positive image of the countryside to both domestic and international audiences. It also helps to address some of the economic disparities that have plagued the nation for decades.
However, with fame comes the pressure to perform authenticity. As rural influencers grow in popularity, they face increasing scrutiny over the reality of the idyllic lives they present. With corporate sponsors and government initiatives supporting their content, some question whether the rustic charm they portray is genuine or carefully curated for mass appeal.
Moreover, local governments have begun offering subsidies to content creators, recognizing the potential for rural tourism and economic growth. While this can help struggling communities, it also raises concerns about the commercialization of rural life. As the line between authentic rural experiences and staged performances blurs, some wonder if this trend serves the interests of rural residents or merely commodifies their way of life for urban consumption.
Despite these challenges, the rise of rural influencers offers an opportunity to rethink the dominant narratives about China’s development. For decades, the focus has been on urbanization, high-rises, and highways as markers of progress. But the “new farmer” movement challenges this notion, suggesting that there is value in preserving and celebrating the traditions and lifestyles that have sustained rural communities for centuries.
Perhaps more importantly, these influencers are helping to narrow the cultural gap between China’s rural and urban populations. In a country where your hukou can determine your opportunities, viral videos showcasing rural life foster a sense of connection and understanding in ways that no government policy could.
As the rural influencer movement continues to grow, it raises important questions about authenticity, representation, and the future of China’s countryside. But one thing is clear: thanks to creators like Dianxi Xiaoge, the world is starting to see China’s rural communities not as relics of the past, but as vibrant, thriving places full of potential.
