The development of rural cultural industries serves as a vital engine for activating local cultural heritage and driving rural revitalization, with talent cultivation being a key variable in fostering humanistic rural development. Since 2024, under the guidance of the Zhejiang Provincial Committee of the Communist Party of China, the Zhejiang Cultural Industry Promotion Association and Tencent have jointly launched the "Rural Cultural Industry Operator Training Initiative." Participants include returning youth, homestay operators, village cadres, and state-owned enterprise professionals—individuals who understand culture, excel in management, innovate, and possess a deep passion for rural development. These operators not only uncover rural value and enrich rural lifestyles but also invigorate Zhejiang's countryside.
On December 19, 2025, the Zhejiang Rural Cultural Industry Operator Training Promotion Conference was held in Yuhuan, Zhejiang. Co-organized by the Zhejiang Cultural Industry Promotion Association, the Taizhou Municipal Committee, and Tencent, the event brought together over a hundred rural cultural practitioners, entrepreneurs, and cultural workers to discuss a new ecosystem for rural talent development—from "cultivating individuals to empowering villages and revitalizing entire regions."
**Talent Ignites Rural Vitality, Nurturing New Development** In recent years, Zhejiang has introduced policies such as the "Ten Million Projects" regulation and the "Ten Guidelines for Rural Operations," elevating the importance of cultural heritage in rural development. However, translating policy advantages into tangible progress hinges on talent. To address this, the province has systematically trained operators through theoretical courses, on-site practice, digital tools, and long-term mentorship.
At the conference, the *Zhejiang Rural Cultural Industry Operator Training Manual* was released, summarizing achievements and methodologies while addressing key questions about the initiative's origins, implementation, and outcomes.
**From Empowering Individuals to Activating Ecosystems** Zhejiang has pioneered a "policy-driven + practical training" model, cultivating over 3,000 rural cultural operators since last year. A notable innovation is the "Humanistic Rural Co-Creation Center," which revitalizes rural spaces and facilitates resource integration, creative incubation, and industrial growth. For example, Li Jincheng transformed an old granary in Ningbo's Houfan Village into a multifunctional cultural hub, generating millions in revenue and involving over 800 villagers.
Digitalization has also played a pivotal role. Tencent Vice President Chen Fafen highlighted the company's commitment to rural talent development, providing tools like short-video production, live commerce, and AI-powered solutions to bridge rural industries with urban consumers.
**Exploring Digital Pathways for Future Innovation** Zhejiang's rural cultural sector is now focused on sustainable and dynamic business models, leveraging digital integration to boost visibility and sales. Success stories include Lishui's "Yun Tu Mao Mao" brand (93文创产品) and Ningbo's immersive cultural tourism offerings.
The conference also saw the signing of 15 rural cultural projects, including a ¥120 million plant-dyeing industrial alliance in Dongyang, aiming to establish a national innovation hub.
Looking ahead, Zhejiang plans to expand its co-creation centers, train 2,000 more operators, and deepen digital integration by 2026, fostering regional collaboration and elevating rural industries.
On this vibrant land, rural cultural operators are answering the era's call for revitalization through exploration and action.