Farms to fame: China’s rural influencers redefining country life

In the quiet backwaters of Yunnan, Dong Meihua—though her followers know her by the public alias Dianxi Xiaoge—has done something remarkable: She’s made the pastoral simplicity of rural China irresistible to millions.

In her hands, a village kitchen becomes a stage, and the rhythms of farm life become a story as compelling as any novel. She is one of many rural influencers returning to their roots.

In a digital revolution turning established narratives on their head, China’s countryside is emerging as an unlikely epicenter of viral content. Xiaoge is one of thousands of influencers redefining through social media how the countryside is perceived.

Upending preconceptions of rural China as a hinterland of poverty and stagnation, this new breed of social media mavens is serving up a feast of bucolic bliss to millions of urbanites. It is a narrative shift encouraged by authorities; the Chinese government has given its blessing to influencers promoting picturesque rural images.

Doing so helps downplay urban-rural chasms and stoke national pride. It also fits nicely with Beijing’s rural revitalization strategy.

Hardship to revival

To fully appreciate any phenomenon, it’s necessary to first consider the historical context.

For decades, China’s countryside was synonymous with hardship and backwardness. The Great Leap Forward of the late 1950s and early 1960s – Communist China’s revered founder Mao Zedong’s disastrous attempt to industrialize a largely agrarian country – devastated rural communities and led to widespread famine that saw tens of millions die.

The subsequent Cultural Revolution, in which Mao strengthened his grip on power through a broad purge of the nation’s intelligentsia, further disrupted customary rural