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New Village Rural: What A Viral TV Drama Set In Yunnan Reveals About China’s Gen Z

What Occurred: After starring within the widespread historic drama A Dream of Splendor 梦华录, Chinese language actress Liu Yifei is within the highlight once more. Her de ella newest fashionable drama de ella, Meet Your self 去有风的地方, is likely one of the most anticipated Chinese language reveals of the 12 months. To this point, the hashtag #去有风的地方 has gained over 2 billion views and 5 million discussions on Weibo. Within the first 10 days of airing, the present garnered over 1 billion views.

Meet Your self is a narrative of a feminine protagonist, performed by Liu Yifei, whose life is turned the wrong way up after the loss of life of her greatest buddy. Unable to deal with the lack of ella and proceed on along with her lifetime of ella within the massive metropolis, she heads out to a quiet village the place she meets a bunch of individuals like herself who’ve fled the fast-paced city life-style in quest of tranquility . Their laborious working angle and resilience give her the energy to begin once more.

The C-drama Meet Your self showcases life in a rural Yunnan village. Picture: MangoTV

The story takes place in Yunnan province, a well-liked vacationer vacation spot that’s well-known for its picturesque rural surroundings. Within the first 10 months of 2022, Yunnan acquired 682 million vacationers and generated tourism income of $112 billion (761.5 billion RMB), in keeping with Yunnan’s Division of Tradition and Tourism. And as portrayed within the TV sequence, Chinese language youth are more and more attracted by the area’s stunning landscapes and relaxed life-style. “Though I’m at dwelling, my coronary heart is already in Yunnan when I’m watching this drama,” @小Y同学_233 commented on Weibo.

The Jing Take: The rise of wellness, outdoor and pursuits and digital nomads in China displays the need amongst younger Chinese language for a extra laid again life-style, or to expertise life elsewhere. Xiaohongshu reported that searches for digital nomads elevated considerably since early 2022, rising by 650 p.c of this 12 months in comparison with January. This has come alongside a higher consideration for high quality of life, and actions corresponding to slower residing, “mendacity flat,” “the free loafer” and even “letting it rot“gaining momentum.”

Maybe it is no shock then that this technology in China yearns for the peace of rural life. Confronted with growing pressures from the big-city rat race, many are fleeing in quest of tranquility, leisure and well being. This sentiment is partly why China’s most distinguished cultural vlogger, Li Ziqi, went viral on social media; The movies of her de ella idyllic life de ella within the countryside—from harvesting greens to creating furnishings out of bamboo—supplied viewers an escape from the city hustle. Though Li Ziqi has not posted to YouTube in a couple of 12 months attributable to a enterprise dispute along with her agent, she could return with new content material within the close to future now that the case is settled.

The rising attraction of the countryside for youthful generations might also be associated to the federal government’s “rural revitalization technique,” launched in 2017 by President Xi Jinping throughout the nineteenth Nationwide Congress of the CCP. In line with the plan, residing situations in rural areas could be improved by way of new applied sciences and clever fashions.

China has been outlined by a long time of mass migration of staff relocating from villages to massive cities to make a residing and help their households. However in the present day, amid China’s reopening and post-pandemic introspection, China’s younger individuals are reconnecting with the countryside and giving these life a modern attraction. In 2021, famed Chinese language trend model Icicle launched a 2021 Fall/Winter assortment themed “China Village.” The style present was set in a rural a part of Jiangxi province, the place fashions walked amongst rice fields and tea gardens, representing a novel Chinese language poem.

Items from Icicle’s 2021 Fall/Winter “China Village” 新农村 assortment. Picture: Icicle

As localized advertising methods change into extra essential, luxurious manufacturers can take into account constructing emotional connections by means of the lens of rural life. It is going to be fascinating to see whether or not manufacturers will efficiently seize this sentiment in a brand new and nuanced method.

The Jing Take studies on a bit of the main information and presents our editorial group’s evaluation of the important thing implications for the posh trade. Within the recurring column, we analyze all the pieces from product drops and mergers to heated debate sprouting on Chinese language social media.

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