In the rolling hills of Guangdong, where terraced fields stretch into misty horizons and lychees hang heavy on swaying branches, a quiet revolution is unfolding. The smartphone—once a symbol of urban connectivity—has transformed into a modern farming implement. Through live streaming, short videos, and digital marketing, a new generation of skilled individuals is turning rural landscapes into thriving digital ecosystems.
On June 27, 2025, the “Network Strong Village” Hundred Rural Influencers Skills Enhancement Academy kicked off at Guangdong University of Finance and Economics. As part of Guangdong’s broader digital literacy initiative supporting the “Hundred-Thousand-Million Project,” this event spotlighted how digital skills are becoming essential tools for rural revitalization.
Bridging the Gap Between Harvest and Market
For years, rural producers have faced a frustrating paradox: abundant harvests with limited market access. A bountiful lychee season means little if no one beyond the village knows about it. Scenic梯田 (terraced fields) shrouded in morning fog remain unseen by potential tourists. In this context, “even good wine fears a deep alley”—a Chinese proverb meaning quality alone isn’t enough without visibility.
Enter the digital skillset. More than just influencers with phones, today’s rural content creators are tech-savvy entrepreneurs, educators, and cultural ambassadors. They’re not only showcasing products but also building brands, educating audiences, and creating sustainable economic models.
Take Zhu Lifang, better known as “Sister Green Pepper.” An experienced educator and advocate for rural development, she has led student teams into towns like Dengtang in Chaozhou for hands-on digital training programs.
“We conducted live stream workshops and promotional campaigns,” Zhu recalls. “Our goal was to boost local media presence and empower communities with self-sustaining digital capabilities.”
She emphasizes that change doesn’t happen overnight. “This is a relay race,” she says. “Short-term support must be paired with long-term strategies to ensure lasting impact.” Her vision? To inspire more young people to engage with agricultural content creation and become active participants in national rural revitalization efforts.
From Classroom to Countryside: The Rise of the Rural Influencer
Zhu Yanni, another trailblazer known online as “Class Monitor Zhu,” exemplifies this shift. Her social media handle reflects her mission: “I see myself as the class monitor for my fellow villagers—someone who leads, supports, and represents them.”
Her content goes beyond simple product promotion. To authentically tell the story of Guangdong’s famed silk rice (xiāomiǎo mǐ), she traveled to its place of origin, documenting everything from historical cultivation practices to modern farming techniques.
“The videos helped us sell over 20,000 jin (about 10 metric tons) of rice,” she shares proudly. But more importantly, her work restored cultural pride and consumer trust in a heritage grain.
“By leveraging my skills in short-form video production,” she explains, “I’m helping farmers and small enterprises build their own digital operations—so they don’t rely on outsiders forever.”
This empowerment model lies at the heart of sustainable rural transformation: teaching communities to fish rather than giving them fish.
Unlocking Potential with AI and Digital Tools
At the skills fair during the academy, Ge Lan—the national champion in the Second National Full-Media Operations Competition—demonstrated a lightweight AI toolkit designed specifically for rural users. Her booth drew crowds eager to learn how artificial intelligence can simplify content creation.
“Rural influencers aren’t just trendsetters—they’re bridges between urban demand and rural supply,” Ge Lan observes. “They combine storytelling with e-commerce, turning local specialties into nationally recognized brands.”
She highlights two key levers driving this change: technology and traffic.
- Technology lowers barriers: With intuitive AI tools, farmers can generate subtitles, edit videos, design thumbnails, or even create animated illustrations of folk traditions—without needing advanced technical knowledge.
- Traffic opens markets: A well-placed live stream can reach millions, turning a single harvest into a nationwide sales event.
Ge Lan envisions a future where every village has its own digital team—a mix of local storytellers and tech-trained youth who collaborate to promote agriculture, tourism, and culture.
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Core Keywords Driving Rural Digital Transformation
Through real-world examples and expert insights, several core themes emerge:
- Digital literacy
- Rural e-commerce
- Live streaming agriculture
- AI for farmers
- Short video marketing
- Sustainable rural development
- Youth engagement in agriculture
- Smart farming
These keywords reflect both user search intent and the evolving landscape of rural innovation. They represent not just trends but actionable pathways toward economic resilience.
Frequently Asked Questions
Q: What is the “Hundred-Thousand-Million Project”?
A: It’s a Guangdong provincial strategy aimed at revitalizing counties, towns, and villages through integrated development. The initiative focuses on upgrading infrastructure, boosting industries, and improving living standards across rural areas.
Q: Can anyone become a rural influencer?
A: Yes—while some training helps, many successful creators start with basic smartphone skills. Passion for one’s community, authenticity, and consistency matter more than technical perfection.
Q: How do live streams actually help farmers sell products?
A: Live streaming allows real-time interaction between producers and consumers. Viewers can ask questions, see product quality firsthand, and make purchases instantly—cutting out middlemen and increasing farmer profits.
Q: Are AI tools difficult for older farmers to use?
A: Not necessarily. Many new tools are designed with simplicity in mind—voice commands, auto-captioning, template-based editing—and require minimal learning curves.
Q: Is this trend limited to Guangdong?
A: While Guangdong is leading in policy support and scale, similar movements are growing across China—from Yunnan’s tea villages to Heilongjiang’s grain belts—proving the model’s nationwide potential.
Q: What role does education play in this transformation?
A: Critical. Universities and vocational schools are now partnering with villages to offer digital training. Students gain field experience while communities receive skilled support—a win-win for all involved.
A New Era of Rural Empowerment
The image of farming is changing. No longer defined solely by plows and tractors, modern agriculture thrives on data flows and engagement metrics. The smartphone has become a legitimate tool of production—equal in importance to seeds and soil.
Skilled individuals—whether educators like Zhu Lifang, creators like Zhu Yanni, or innovators like Ge Lan—are redefining what it means to work in rural China. They’re not just selling goods; they’re reshaping perceptions, rebuilding economies, and reconnecting urban populations with the roots of their food and culture.
As these digital pioneers continue to sow seeds—both literal and metaphorical—the harvest promises to be abundant.
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