Social Media Digest

Many young people are finding comfort in rural-themed variety shows and the simple, grounded lifestyle they portray. VCG

Back to earth

Amid the fast pace of urban life, many young Chinese are unexpectedly finding comfort in the countryside — through the growing popularity of rural-themed variety shows. These programs offer a window into a simpler, more grounded way of life — all without ever leaving the city.

Presented in a documentary style, the shows capture the beauty of rural landscapes, local food, and farm work with authentic storytelling that deeply resonates with viewers.

One example is Become a Farmer, a program that follows 10 young people as they farm 142 acres (57.5 hectares) of land over 200 days. Across various episodes, these teenagers clear drainage channels by hand in the cold winter, carry 30 tons of fertilizer on rainy nights, and even deliver lambs on their own.

Their journey offers an honest portrayal of the natural cycles of sowing, nurturing, and harvesting, helping viewers better understand the challenges of rural life. As one fan of the show put it, "When the wheat seedlings they had nurtured for 30 days were washed away by heavy rain, I cried along with them."

Beyond storytelling, the rise of rural-themed shows mirrors China's broader rural revitalization efforts, spotlighting upgraded infrastructure, tech-driven agriculture, and e-commerce livestreams that promote local produce — all while preserving cultural roots.

Owning a stylish cafe is a dream many people share. VCG

One-day dream

Have you ever dreamed of running a cozy bookstore, a stylish cafe, or a charming little shop — if only for a day?

A growing trend known as the "one-day shop manager" is turning these daydreams into reality.

On Xiaohongshu (RedNote), China's popular lifestyle-sharing platform, the concept has gone viral, with over 590,000 posts and more than 100 million views.

Individuals can apply through brands' official social media accounts. Those selected may receive attractive perks, such as 30 percent of the day's revenue, free merchandise, or other exclusive benefits.

But beyond the financial rewards, the trend taps into young people's desire to explore new possibilities. For many, stepping into the role of a shopkeeper for a day offers a refreshing break from routine — an opportunity to learn new skills like managing product displays, engaging with customers, and even planning creative events.

Still, the "one-day shop manager" phenomenon isn't without its critics.

"Although brands invest time, resources, and money into organizing these events, it's getting harder to convert fan enthusiasm into actual spending," said Gao Gao (pseudonym), head of operations at Mangoway, in an interview with Zhejiang Daily. "This often leads to an imbalance between the costs and the returns."