Rural content is a new trend among the farmers on Douyin (China’s version of TikTok).
A village-born livestreaming farmer, Jin Guowei, has made his name known from being deeply in debt back in 2018 to making RMB 300 million (US$ 46 million) of sales in 2020.
He then founded Brother Pomegranate, accumulating over 7.3 million followers and once sold RMB 6 million (around US$1 million) worth of pomegranate in 20 minutes.
China has been seeing a counterflow of migrants heading back to the rural countryside recently and some of them have benefited from creating “rural content” on these social platforms.
Another iconic rural content creator, Li ZiQi, was also one of the many who grew tired of city life before returning back to the countryside (and making it big).