Lu’an City Unlocks Rural IP to Boost Rural Revitalization

Lu’an City is enriching the supply of rural cultural products, creating a “village-brand” IP, and bringing high-quality culture to the grassroots, unlocking a new path for rural revitalization.

Organizing the “Village Gala” to Prosper Grassroots Culture

The “Village Gala” is a key starting point for implementing the rural revitalization strategy and prospering grassroots culture. Villagers take the lead in writing, directing, performing, and enjoying their own shows, featuring special programs such as drum books, sketches, and quick-talking. Over 650 rural “Four Seasons Spring Festival Galas” have been held, with Dawan Village in Jinzhai County selected as a demonstration and display site for the 2024 National Spring Festival “Village Gala”. Seven villages have been chosen as provincial “Four Seasons Village Gala” demonstration sites, with the city’s “Village Gala” work receiving a special report on CCTV News Network.

Revitalizing Rural Culture through “Village Opera”

A large rural cultural stage has been built, giving farmers a leading role in integrating Lu Opera and Huangmei Opera into the “Sending Opera to Ten Thousand Villages” performance content. Classic songs such as “Eighteen Miles to Farewell” and “The Female Prince Consort” are performed and sung, achieving full coverage of 1,825 administrative villages every year. Since the beginning of this year, 1,243 performances of “Sending Opera to Ten Thousand Villages” have been held, completing 68% of the annual performance task and serving 90,000 people offline.

Hosting the “Village Tournament” to Integrate Culture, Tourism, and Sports

Local characteristics are combined with events, hosting cultural, tourism, and sports integration events such as the “Village BA” basketball league and the “Square Dance League”. Seven issues of the “Follow the Event to Visit Lu’an” series of tweets have been launched. The Dawan Scenic Area has improved its infrastructure and operation management level, building the Dawan Village BA basketball court and the Dawan outdoor movie theater. This integration of culture, tourism, and sports transforms event “traffic” into cultural and tourism consumption “retention”.