Revitalizing rural China: a new wave of innovation

How young entrepreneurs are transforming agriculture, tourism and local economies across the countryside

For decades, China's rapid urbanization drew millions away from rural villages to pursue careers in booming cities. But today, a new wave of young entrepreneurs is flipping this trend -- returning to the countryside to build businesses, revitalize industries, and inject fresh energy into local economies.

This shift is no accident. It's the result of years of policy support, infrastructure development, and a growing recognition that rural China is no longer a place to escape but a land of opportunity. From modernizing traditional agriculture to launching cultural tourism initiatives, these young pioneers are proving that the countryside is not just China's past -- it's also its future.

Lizu Village: a model for rural innovation

A standout example of this transformation is Lizu Village in Yiwu, east China's Zhejiang Province. Once a secluded farming settlement, Lizu has now emerged as a vibrant "internet-famous" village, showcasing how rural revitalization is taking shape across China. By blending traditional agriculture with cultural tourism and creative industries, young entrepreneurs in Lizu are redefining what rural development looks like.

One of the most notable initiatives in Lizu is the creation of "Zuer" (祖儿), a cultural mascot that represents the village's identity. Inspired by local heritage, Zuer has become a brand ambassador for Lizu, appearing on packaging for local farm products and in promotional materials. More than just a marketing gimmick, this approach has turned pear farming into an integrated industry, connecting pear cultivation, processing, tourism, and educational experiences. Branded "Lizu Li" (李祖礼) gift boxes -- a play on words incorporating both the village name and the concept of "gifts" -- have helped create a profitable "sweet industry" centered around pears.

Beyond agriculture, cultural tourism and creative industries have played a key role in Lizu's success. The village has hosted music festivals, photography contests, and rural tourism experiences, attracting young entrepreneurs eager to tap into the growing demand for unique rural experiences. This has led to the establishment of over 70 startup projects, boosting local employment and generating 4.6 million yuan (about 641,651 U.S. dollars) in annual tourism revenue.

Young entrepreneurs in Lizu see rural areas as more than just a place to do business -- they are a canvas for creativity and personal fulfillment. "Young people and rural areas need each other. They bring vitality; we offer possibilities," said Jin Jing, who is in charge of the village's business operations and often dubbed the village CEO of Lizu. Rural life offers an opportunity to chase dreams, create value, and build a community that is deeply connected to nature and tradition.

To ensure that more young innovators not only return to rural areas but also stay and thrive, Lizu has focused on two key strategies:

-- Building support networks for entrepreneurs: Creating incubation platforms that provide mentorship, funding opportunities, and business support to young rural entrepreneurs.

-- Strengthening policy incentives: Offering financial assistance, startup resources, and streamlined regulations to make rural entrepreneurship more accessible.

"The value enhancement of local specialties in rural areas should not be limited to agricultural product processing, but should extend to cultural tourism, education, and recreational scenarios, creating an integrated ecosystem," she said.

In the rural industry in Zhejiang alone, this thinking has attracted over 80,000 young entrepreneurs, over half of whom were born after 1990.

Policy-driven transformation: aligning with national strategy

The grassroot efforts of innovating rural and agricultural products align with China's broader rural development strategy, as outlined in this year's "No. 1 central document," which emphasizes advancing all-around rural revitalization.

As the first policy statement released by China's central authorities each year, the document is seen as an indicator of policy priorities.

With reform and opening-up, as well as scientific and technological innovation as the driving force, the country will safeguard the grain security and ensure that no large-scale lapsing or relapsing into poverty occurs, the document said.

The country will make every effort to enhance agricultural efficiency, invigorate rural areas, increase farmers' income, thereby laying a solid foundation for advancing Chinese modernization, the document stressed.

Reform remains a critical driver of rural revitalization, said Jin Wencheng, director of the Ministry of Agriculture and Rural Affairs's Research Center for the Rural Economy. The next step of reform will involve refining rural land policies and expanding the scope of urbanization to ensure more sustainable development, he said. He also emphasized that reforms aimed at empowering local farmers and expanding infrastructure will continue to be a focal point.

A recently issued plan on comprehensive rural revitalization for the 2024-2027 period has set a series of clear targets. By 2027, the government aims to achieve substantial progress in the modernization of rural areas, and by 2035, decisive progress will be made in the comprehensive revitalization of rural areas, with agricultural modernization essentially realized and rural areas equipped with the basic conditions for modern living.

Wang Jinchen, deputy director of the Development Planning Department at the Ministry of Agriculture and Rural Affairs, noted that reforms will focus on "what farmers feel and need," including eco-friendly farming and improved public services. "We aim to promote a more solid agricultural foundation and a more prosperous countryside, with better living standards for farmers," he said.

Driving agricultural modernization: technology and innovation

In the town of Tiemen, located in central China's Henan Province, the Tiemen Chao Tian chili pepper is a prized local specialty. Traditionally known for its distinctive flavor, this pepper is now at the forefront of tech-driven farming that is expected to continue as China works toward more sustainable and efficient agricultural practices.

By integrating 5G, the Internet of Things (IoT), and big data, chili farming in Tiemen has experienced drastic shift. At Henan Yimin Holding Co., a local chili pepper grower, real-time soil monitoring systems optimize irrigation and fertilization, slashing water use by 50 percent, fertilizer use by 30 percent, and labor costs by 70 percent.

"Agricultural modernization hinges on solving practical problems through innovation," Jin said, adding that the agricultural application of advanced technologies have led to improvements in crop yield, quality and efficiency.

The "No. 1 central document" emphasized the importance of cultivating new quality productive forces in agriculture field, and called for the cultivation of leading high-tech agricultural enterprises and the acceleration of breakthroughs in crop varieties.

As seeds are considered the "chip" of agriculture, the document also underscored the importance of revitalizing the seed industry.

Ru Zhengang, professor at the Henan Institute of Science and Technology, said that technological innovation provides essential support for the development of the seed industry. "The pace at which wheat varieties are being bred in China is now faster and more precise, allowing consumers to experience a greater sense of fulfillment from wheat products," he said.

Ru noted that China's wheat breeding has seen significant improvements in yield levels, quality and special characteristics, aligning more closely with the people's needs. The average yield of wheat in China has doubled from the level 40 years ago, according to Ru. "Less land is used while more grain is produced, which can support a larger population," he said.

Researchers have developed functional starch varieties for people with high blood sugar levels, and high dietary fiber varieties for those with sensitive digestive systems, catering to the dietary needs of different populations.

"This represents an interaction between agricultural science and the public, as well as an interplay involving the seed industry, flour companies, scientists and grain producers," Ru said, emphasizing that this interaction ensures the coordinated advancement of supply and demand, enhancing agricultural productivity and efficacy.