GUIYANG, China, March 9, 2026 /PRNewswire/ — A report from CNS:
Shining on the world stage In recent years, a series of vibrant rural-themed “village” events in Guizhou, a province in southwest China, have gained immense popularity at home and abroad. Events such as the “Village Super League” football tournament, “Village BA” basketball match, “Village Marathon”, “Village Spring Festival Gala”, “Village Fashion Show” and “Village Dance Festival” have gone viral, emerging as new business cards highlighting the vitality of China’s rural areas and ethnic cultures, and allowing the world to witness the unique charm of colorful Guizhou.
Guizhou is one of China’s major multi-ethnic provinces, where ethnic groups such as the Miao, Dong, Buyi and Shui have lived for generations, creating a rich array of intangible cultural heritages such as Miao embroidery, batik and the Great Song of the Dong people. Its deep ethnic cultural heritage and unique mountainous landscapes have provided fertile ground for the rise of these “village-themed” cultural activities. In recent years, on the basis of protecting ethnic cultures, Guizhou has gradually improved and cultivated cultural and sports activities initiated by the general public, transforming them from rural events into cultural brands with international influence.
Among them, the “Village Super League” football tournament in Rongjiang, Guizhou, attracted particular attention. Since its launch in 2023, the tournament has welcomed more than 1,700 players from 62 countries, including France, Argentina and Brazil, for exchanges, received a total of 27.5 million tourists, and generated an overall tourism income of RMB 31.2 billion. A rural football match not only brought together football fans from all over the country, but also promoted the simultaneous development of supporting activities such as ethnic song and dance performances and characteristic food fairs, thereby realizing in-depth integration of sports, culture and tourism.
At the same time, events like the “BA Village” and the “Marathon Village” flourished. Rural basketball games are integrated into traditional Miao festivals, and the traditional horse racing custom of the Shui people’s Duan Festival has been innovatively developed into the “Village Marathon” brand, attracting many tourists to experience it. Today, events such as the “Village Spring Festival Gala”, “Village Fashion Show” and “Village Dance Festival” have also been launched one after another, integrating ethnic costumes, traditional songs and dances with modern fashion to form a diverse matrix of rural culture.
With the growing popularity of “village-themed” events, Guizhou’s rural cultural and tourism industry has paved the way for new opportunities. Ethnic handicrafts and distinctive agricultural products are entering wider markets through tournaments and online platforms, homestays and farm stays are booming, and more villagers are finding employment and increasing their income close to their doorsteps. From mountain villages to the international stage, Guizhou’s “village-themed” events take sports and culture as links to tell the new story of China’s rural revitalization, and attract more and more Chinese and foreign tourists to enter Guizhou and experience its colorful ethnic culture and rural vitality.
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SNC SOURCE
