In recent years, Yucun Village, nestled in the scenic Anji County of Zhejiang Province, has witnessed an intriguing shift: the influx of young newcomers, now outnumbering the long-standing local residents. These vibrant individuals, referred to as the “New Villagers,” are injecting new life into the community, playing a pivotal role in China’s rural revitalization efforts.

Historically reliant on lime mining, Yucun faced significant ecological challenges but has since pivoted to focus on environmental restoration and the growth of ecological industries. The launch of the “Yucun Global Partners Program” has been a key initiative, attracting global talent committed to creating a livable and youth-friendly environment.

One of the early pioneers in this movement is Zhang Yun, an investor from Shanghai who became one of Yucun’s first “Global Partners.” In 2022, he embarked on a project dedicated to high-quality ecological rice by founding “Force Agriculture Development (Anji) Co., Ltd.” His endeavors have led to the emergence of “One Good Grain” from Yucun, now gaining traction on the international stage.

Reflecting on his journey, Zhang noted, “The first project I launched in Yucun was a success, which motivated us to quickly kick off the second initiative, the ‘Yucun Post Office.'” This new venture opened in May 2024 and showcases an array of locally sourced agricultural products along with creative cultural goods, offering visitors a feast for both the eyes and the palate.

For many “New Villagers,” immersing themselves in rural living has become a means of personal fulfillment. This experience not only fosters individual growth but also instills a sense of joy derived from community contributions. Take Sun Yingying, for instance, who has settled in Songzhang Village in Lishui City. She has created high-end homestays and developed a unique branding strategy for local peaches, which has significantly boosted their market appeal. Moreover, Sun encourages local residents to explore graffiti art, helping them tap into their creative potential.

The transformation in Songzhang Village has been remarkable since the arrival of the “New Villagers.” Local resident Ye Jianzhong shared, “After they arrived, our village feels completely revitalized. They’re using the internet to help us sell our agricultural products, which allows me to sell out my peaches right at my doorstep!”

Across Zhejiang Province, the positive impact of these “New Villagers” is being recognized by more communities. Various villages are now opening their doors and implementing strategies designed to create a nurturing environment for these newcomers.

In August 2023, Shanglan Village in Taishun County celebrated the launch of “Nowhere Village,” transforming vacant homes into youth hostels. Over 50 digital creatives have become “New Villagers,” relocating to the tranquil Shanglan area, which has transitioned from a “hollow village” to a burgeoning rural “utopia.”

To attract more digital innovators, the county has developed the “Shun Travel” online platform, offering a comprehensive range of services that include office spaces, living accommodations, and recreational activities tailored to the needs of digital creators.

As Zhang Zhongyi, the founder of “Nowhere Village,” put it, “Young people are both participants in village construction and creators of village stories.” With their diverse backgrounds and fresh perspectives, these youths are enriching community service and cultural exploration. In the countryside, they discover not only a space for personal growth but also the chance to tackle the challenges facing rural development.