The 20th Central Committee’s Fourth Plenum emphasized accelerating agricultural and rural modernization to advance comprehensive rural revitalization. In recent years, grassroots cultural and sports activities—such as "Village Basketball" (Village BA), "Village Soccer" (Village Super League), "Village Livestreaming," and "Village Dance"—have flourished by tapping into rural traditions and prioritizing community participation. These initiatives not only enrich cultural life but also drive high-quality economic growth, demonstrating culture’s transformative role in rural development.

A 2024 report by the Ministry of Agriculture and Rural Affairs revealed over 2.2 million rural cultural and sports events nationwide, spanning 24 categories with 73% farmer participation. During the 14th Five-Year Plan period, "Village-branded" activities generated ¥43.61 billion in economic benefits, with 2025 projections hitting ¥14.28 billion—a 58-fold increase from 2021.

Rooted in agrarian heritage, these activities harness cultural energy through festivals, folk arts, and local performances. Examples include Guizhou’s Dong ethnic songs at Village BA, Hunan’s Miao embroidery in "Village Chef," and Jiangsu’s farmer woodblock prints during "Village Runs." By blending tradition with modern themes and digital tools like VR/AR, they revitalize cultural legacies for contemporary audiences.

Integrating agriculture, culture, tourism, and commerce, "Village-branded" initiatives create unique local brands. However, homogenization and over-commercialization risks persist. Solutions include emphasizing regional distinctiveness, balancing heritage preservation with economic gains, and implementing talent-retention policies under rural revitalization programs.

Centering farmers as cultural innovators, these activities empower communities to shape local brands and governance. Governments should support through funding and training while safeguarding grassroots autonomy. Market mechanisms can enhance scale but must avoid undermining inclusivity.

As embodiments of rural identity and farmer-led creativity, "Village-branded" models are becoming a blueprint for holistic rural revitalization, merging cultural preservation with sustainable development.