According to recent reports, the Provincial Agricultural Office has selected 60 outstanding innovative cases for rural revitalization in Fujian for 2025, encompassing three main categories: "Comprehensive Demonstration Innovation," "Pilot Exploration," and "Specialty Micro-Innovation." From mountain villages to fishing communities, and from She ethnic areas to Hakka regions, Fujian embodies multifaceted rural realities. In response to the diverse conditions of its villages, Fujian has rigorously applied the experience from the "Million Project," following a strategic approach of "county-level coordination, urban-rural integration, and overall advancement." This includes the major project of "demonstrating 1,000 villages and making 10,000 villages prosperous and beautiful," firmly committing to a unique path of rural revitalization that reflects Fujian's characteristics.
During the 14th Five-Year Plan period, the province's agricultural and rural sectors have displayed a steady upward trend: the value added by the primary industry has grown by over 3.4% annually; the per capita disposable income of rural residents is expected to rise by 8.1% yearly, reaching 28,525 yuan in 2024, which is 5,406 yuan above the national average. The income growth rate of farmers has consistently exceeded that of urban residents for 14 years; the urban-rural income ratio has decreased from 2.26:1 in 2020 to 2.06:1 in 2024. With improved industries, more beautiful villages, and wealthier farmers, the revitalization blueprint unfolds across Fujian's mountains and seas.
**Optimizing Industries, Cultivating a “Small Specialty Product” into a “Large Industry”** After the National Day, 65,000 acres of late-season hybrid rice in Jianing County were harvested. In Lushian Village, a leading seed producer, Ying Jiagen utilized the "Grain Treasure" app to find drying services for his 30 tons of rice seeds—provided by Qicheng Agricultural Cooperative. This cooperative's newly established seed drying factory, the largest in the county, employs an intelligent drying system that can process 120,000 to 140,000 kilograms of seeds in just 40 hours. With a national-leading seed production scale and progressive mechanization, the team of seed brokers is growing, and the social service system is becoming increasingly robust. A tiny seed has taken root in Jianing, giving rise to expansive industrial growth.
As China’s largest county-level seed production base, Jianing has over 160,000 acres dedicated to hybrid rice seed production this year, with an expected total output of 37,200 tons and a total value exceeding 2.2 billion yuan. In Fujian’s rural areas, similar "single champions" are thriving: as a crucial base for transporting southern vegetables north, 40% of the province’s vegetables are sent outside annually; varieties like fungus, shiitake mushrooms, and edible mushrooms lead the country in production; tea yield levels, coverage of quality tea varieties, and the number of national-level leading agricultural enterprises in the tea sector are also at the forefront nationally; per capita availability and export value of aquatic products rank first nationwide. The growth trajectory of these “single champions” reflects the path of industrial revitalization in Fujian’s rural areas.
Fujian’s diverse ecology, characterized by "eight mountains, one river, and one part farmland," combined with its advantageous climatic conditions and rich agricultural diversity, makes the development of distinctive modern agriculture imperative. In recent years, Fujian has adhered to a strategy focused on uniqueness, aiming to enhance agricultural advantages and highlight strengths, transforming more local "small specialties" into major industries that uplift the county's economy and benefit the populace. A significant initiative in this effort is the "3212 Project," launched in 2021 for high-quality development of characteristic modern agriculture—aiming to establish 30 modern agricultural industrial parks, 20 clusters of competitive specialties, 100 towns with strong agricultural industries, and 2,000 professional villages focusing on "one village, one product."
These pivotal projects form a structured development model that promotes economic clusters from micro to large scales, accelerating the concentrated development and transformation of characteristic modern agriculture. Recently, the Ministry of Agriculture and Rural Affairs and the Ministry of Finance announced the construction list for the 2025 central agricultural industry integration development projects, which added two competitive specialty industrial clusters: Minnan Oolong tea and Fujian yellow croaker.
Anxi, famous for its Tieguanyin tea, is transitioning into a "bustling trade hub for tea." Here, tea merchants can "buy all kinds of tea and sell all kinds of tea nationwide." Every year, Anxi contributes one-tenth of the country's total tea output. From near extinction of wild resources to breakthroughs in artificial breeding and cultivation technologies, Fujian yellow croaker has formed a complete industrial chain integrating seedling breeding, artificial breeding, processing and sales, storage logistics, tourism, and catering, achieving a total industrial chain output value of 20 billion yuan over the past 30 years. Through project guidance, Fujian's characteristic modern agriculture is realizing upgrades across the full industrial and value chains. By the end of the 14th Five-Year Plan period, the total industrial chain value of 10 rural characteristic industries, including tea, vegetables, fruits, poultry, edible fungi, aquatic products, forestry, bamboo, and ornamental plants, is expected to exceed 3 trillion yuan.
**Making Villages More Beautiful: "Small Innovations" Driving "Big Changes"** Daying River flows through Nan'an and Jinjiang, involving 14 villages along its banks. The local area is advancing an 18-kilometer comprehensive river management initiative to create a distinctive agricultural-tourism landscape called "Eighteen Miles of Daying River, a Thousand Beautiful Homes, and Ten Thousand Acres of Good Fields." Along the banks of the Mother River, Tao River in Yongchun County, picturesque water features spur the development of water economies, with new business models like tea brewing by the water, camping sites, and greenway cycling on the rise. Quanzhou, built by water, thrives with more than 34 rivers flowing through it. In recent years, the locality has innovatively implemented a whole-basin approach to promote "one river, one county, one characteristic" landscape, enabling interconnecting waterways to become a crucial "water vein" boosting urban-rural integration and comprehensive rural revitalization.
Fujian embodies an all-encompassing, picturesque blend of mountains and water, combining diverse forms—artistic and realistic styles that complement each other beautifully. This reflects Fujian's consistent philosophy of rural construction: livable and workable beautiful villages can be opened in various ways, focusing on respecting differences and accurately identifying development positions while advancing categorically. The relevant official from the Provincial Agricultural Office stated that Fujian prioritizes planning as a “strategic move," issuing opinions focusing on county-level integration of urban and rural development, coordinating spatial layouts, and synchronously advancing the development of counties, towns, and villages.
On this basis, Fujian is rolling out a new round of village classification efforts, categorizing over 14,000 villages across the province based on disparities in natural endowments, industrial foundations, traffic hubs, and cultural contexts into nine types: urban-suburban integration, urban upgrade, stability improvement, cultural preservation, ethnic unity, island development, overseas Chinese and Taiwan connections, contraction awaiting definition, and relocation. As detailed profiles of each village emerge, the development positions and construction requirements for various villages become clearer. However, rural construction is a comprehensive system project; it requires both "appearance" and "substance," emphasizing both “hardware” and “software,” while necessitating external support and internal motivation.
How to break the ice, and how to pinpoint the entry point? Fujian's strategy is to start small, addressing tangible issues visible to nearly every farmer, applying meticulous enhancements through grassroots initiatives for village development. Throughout the 14th Five-Year Plan, Fujian has systematically carried out the construction of "five beauties" in rural areas, creating small yet exquisite beautiful village courtyards, micro-landscapes, communal spaces, elegant farmlands, and leisure tourism points. In Guokeng Town of Zhangzhou City, parks like Changting Park in Fuyang Village, Party Building Park in Koushe Village, and Rule of Law Park in Xipu Village have sprung up nearly in every village. In Pingnan County, local craftsmen revive ancient architectural styles using traditional techniques, and rural ancient homes now host new industries such as guesthouses, communal libraries, and art spaces. In Jianle County, farmers are utilizing old materials, idle items, and abandoned farming tools to beautify village courtyards and create micro-landscapes, embellishing their happy homes. These seemingly minor projects are shaking up the broader landscape of livable and workable beautiful villages in Fujian.
By the end of September, the province has nurtured a total of 183,300 beautiful village courtyards, 57,000 micro-landscapes, 11,520 public spaces, 3,786 beautiful farmlands, and 1,115 beautiful village leisure tourism spots, with 75% of villages equipped with basic modern living conditions.
**Wealthier Farmers: “Small Farms” Embracing “Big Markets”** In the vast rural areas of Hanjian District in Putian City, small workshops are concealing the codes for shared prosperity. In Zhuangbian Town, the “Cross-Strait Agricultural Fusion and Common Wealth Workshop” adopts a model of "Party Branch + Cooperative + Base + Farmers," cultivating crops like purple sweet potato and edible lilies, with an average annual income increase of 24,000 yuan per farmer; in Sanjiangkou Town, the “Duohead Common Prosperity Workshop” harnesses live-streaming e-commerce to push local products into broader markets; while in Qilu Town, the "Loquat Industry Common Wealth Workshop" vigorously develops loquat deep processing and cultural tourism ventures.
These workshops—such as processing, directed employment, e-commerce livestreaming, agricultural-tourism integration, brand-driven, and industry-empowerment workshops—each have unique characteristics and are designed to serve local surplus labor and low-income groups, guiding various operational entities to integrate production processing in relevant industries and explore income-generation channels for farmers.
Turning attention to expansive forest regions, many forestry farmers are turning shared wealth in forest farms into "gold." In Liancheng County, the autumn hues still echo with lush green forests. At the processing facility of Zhongmin Common Prosperity Forest Farm, semi-automated production lines are ceaselessly running; at Linfeng Common Prosperity Forest Farm's flower farm, pots of orchids are packaged and dispatched nationwide. This year, Longyan has explored multiple models such as family-run forest farms, shareholding cooperative management, specialized cooperatives, and collaborations between farms and villages to create prosperous forest farms, achieving diverse participation in forestry, enhancing the beauty of forest farms, increasing farmers' income, and strengthening forestry areas.
Whether in common prosperity workshops or common prosperity forest farms, the goal is to unite farmers, foster cooperative growth, and share benefits comprehensively. The effort to advance rural revitalization must ensure no one household is left behind. However, small-scale farming operations face challenges such as low investment, limited risk resilience, and conservative technology, making integration into modern agricultural development processes challenging. Consequently, Fujian has guided small farmers to form close-knit communities of interest with family farms, agricultural cooperatives, and leading enterprises in modern agriculture.
With support in technology, managed production, social services, order cooperation, job creation, and equitable land equities...Tapping into innovative ways of connecting farmers and agricultural entities, a growing number of small farmers are accelerating their entry into the fast lane of modern agriculture, eagerly embracing vast markets.
“This year, the village got dividends!” Earlier this year, the village-run enterprise, GZ County RY Logistics Co., held a dividend distribution meeting for 683 villagers, with each shareholder receiving 2,000 yuan in cash. Shili Pu had once been known as a poverty-stricken village, lacking industry and resources, and perpetually indebted. To help such “weaker villages” escape poverty, local leading enterprise Shennong Group supported the establishment of factories centered around the white feather chicken industry chain. In 2018, Shennong Group provided 5 million yuan to help the village found GZ County RY Logistics Co., specializing in transport orders for bean oil. Last year, the company achieved over 15 million yuan in revenue. In GZ County, Shennong Group has established 15 rural revitalization factories. Guided by policy and led by enterprises, an increasing number of farmers are finding their places in the modern agricultural industry chain, unlocking pathways to prosperity on the road to comprehensive rural revitalization.
The small courtyards are evolving from "limited spaces" to "treasure troves." The provincial government has allocated around 170 million yuan in funding, supporting three batches across 36 counties (cities and districts) to pilot high-quality courtyard economy development, benefiting nearly 17,000 households. “Selling air can yield profits,” as forest carbon trading volume and monetary value in the province continue to rank among the top nationally. A simple “Fulin Ticket” fosters deep connections between forestry farmers and modern forestry operation entities, sharing the benefits of intensive, large-scale, and modern forestry management.
There are multiple pathways to revitalization, and every village has its development strategy, yet the populace is collectively experiencing a similar sense of happiness and fulfillment.