Chinese are rediscovering the countryside, and brands are tapping into it

On social media, we often see the typical middle-class weekend: a fancy brunch during the day and a visit to a craft beer bar in the evening. For those with extra energy, there's glamping just outside the city for a 'chillax weekend' vibe. Now, a new trend has emerged where middle-class folks spend their weekends farming in the countryside. They lease a plot of land in the suburbs, with a farm manager taking care of it during the week. On weekends, they head out to till the soil and fertilize it, eventually enjoying the organic vegetables they’ve grown themselves.

Notes about sharing weekend farming life in the countryside. Images: Xiaohongshu @Kyo @阿mo @墨茉在杭州的小菜园

On weekends, middle-class individuals escape the hustle and bustle of big cities to get closer to nature through farming. After exhausting themselves with simple, honest labour, they unwind from a busy workweek. Farming provides a sense of certainty as they watch their crops grow, offering an unparalleled sense of accomplishment. This tangible, visible result brings a deep sense of satisfaction. Some even bring their families along for the weekend to let their children experience farm work and connect with nature.

In addition to the weekend farming leisure, there is another rising ‘countryside trend.‘ After understanding the true essence of 'working as an employee,' many young people today are choosing to 'quit their jobs and return to the countryside' as a way to start afresh and regain the controlling role of their lives. They are trying to rebuild their connection with the land and their villages.

Young people go back to rural hometowns for star-up business or be a digital nomad. Images: Xiaohongshu @卡西 @月老板的乡村创业日记 @海伦儿

Both trends reflect a shift in the role of the countryside in public narratives, and more brands are recognizing this change. They are starting to explore the people and events in rural areas, seeking new ways to engage with consumers.

'Let's Farm' reality show: reveal the essence of farm life

This brings us to the popular reality show 'Let's Farm,' which highlights the peacefulness of rural life. The show carefully selected 10 energetic young people to form a unique farming team. Over 190 days, they dedicated themselves to cultivating 142.8 acres of land. With genuine footage and narratives, the show delves deeply into the true essence of farm life. Although it received little attention when it first aired last year, before the second season premiered this year, the official 'Let's Farm' Weibo account announced partnerships with eight brands.

Posters for the 'Let's Farm Ⅱ' reality show. Images: Weibo @种地吧

Posters for the 'Let's Farm Ⅱ' reality show. Images: Weibo @种地吧

Poster for 'Let's Farm' x 安慕希AMBROSIAL partnership. Image: Weibo @种地吧

Adidas: explore the pure joy of sports at Yugouliang village

In February of this year, after retiring the slogan ‘impossible is nothing’ that had been in use for 20 years, Adidas introduced a new brand slogan, ‘You Got This,' to revisit the essence of sports and rediscover pure passion. On Women's Day, Adidas visited Yugouliang Village in Hebei Province and discovered a group of women who are passionate about yoga. For these women, yoga has become a part of their daily lives, much like eating, sleeping, and working. Adidas hopes to use Yugouliang Village's story to help people experience the purest essence of sports, deepen users' perception and understanding of the new brand proposition, and strengthen the brand's connection with local culture.

In this village with only a little over a hundred residents, most of whom are elderly, women make up the majority. In 2016, former village chief Lu Wenzhen introduced yoga to the village, which then became a part of the daily life and well-being of the villagers. For the women of Yugouliang Village, practicing yoga brings them the simplest joy of exercise. Images: WeChat Account @adidas

Herbeast: co-build sustainable community with local villagers

Herbeast is an Eastern herbal skincare brand founded in Shanghai in 2020. In October 2023, Herbest established ESATOPIA shared benefits cooperative in Vita City, Yunnan which is known for highly active oriental herbs. Herbeast and local villagers conducted an experiment in business to build mutual benefits and rural renewal, capitalising on the valuable resources and cultural heritage of the area in a more sustainable way. This included sourcing ingredients for skincare, fair trade and technical support, shared benefits goods, local aesthetic education and a shared benefits cooperative.

The ESATOPIA shared benefits cooperative in Vita City, Yunnan, which is rebuilt from an abandoned village primary school, serves to be a brand station, a travelling habitat, and a public space for villagers. Image: Herbeast

Children in the village enjoy reading and aesthetic education in ESATOPIA shared benefits cooperative. Images: Herbeast

Children are playing and village women are DIYing handicrafts for extra income in ESATOPIA shared benefits cooperative. Images: Herbeast

Wrapping up

The lifestyle trend of weekend farming and brands focusing on rural narratives to build deeper emotional connections with the public highlights the appeal of vibrant rural life. This love for life is a universal emotion that transcends time and culture, resonating deeply with people. If you're tired of the monotonous cityscape, consider visiting the countryside—you might find new inspiration there.