The Rise of China’s Farmfluencers: How Digital Storytelling is Transforming Agriculture

Hey there, I’m Ambika, and welcome to the 6th edition of Jai Jawan Jai Kisan (Hail the Soldier, Hail the Farmer)! 🌱

A few years ago, I stumbled upon a video that hooked me in an unexpected way. No dialogues, no fast-paced edits, just the quiet beauty of rural China. A woman, later recognized as Li Ziqi, kneaded dough, wove bamboo baskets, and harvested vegetables, all set against the backdrop of mist-covered mountains and the soothing sounds of nature. It was mesmerizing—a world away from the hustle of modern city life.

This moment of discovery was my introduction to the growing wave of Chinese farm influencers—or "farmfluencers." These digital storytellers are not just entertainers; they have transformed perceptions of agriculture, uplifted rural communities, and reshaped the way agricultural products are marketed. Through platforms like YouTube, Douyin (TikTok's Chinese counterpart), and Xiaohongshu, they have built powerful brands centered on traditional farming, sustainability, and direct-to-consumer commerce.

Why Are Farmfluencers So Popular?

The rise of agricultural content in China is fueled by a mix of nostalgia, authenticity, and policy-driven encouragement. With increasing dissatisfaction with urban life, high youth unemployment, and the Chinese government's push for rural revitalization, farmfluencers have become cultural icons. They depict self-sufficient, nature-driven lifestyles that resonate deeply with millions of viewers.

The government's "new farmer project" has further amplified this trend, encouraging young people to return to their roots. On Xiaohongshu alone, the hashtag "new farmer project" has over 300 million views, highlighting the enthusiasm for a career once seen as outdated.

How Are Chinese YouTubers Impacting Agriculture?

Promoting Agricultural Products: These influencers showcase and sell local farm products like fruits, vegetables, and livestock. Their endorsements drive massive demand, helping small-scale farmers reach a broader audience.

Educating on Farming Techniques: Content ranges from organic farming and permaculture to hydroponics and ancient agricultural methods. They make farming aspirational rather than just labor-intensive.

Encouraging Sustainable Practices: Farmfluencers highlight eco-friendly agriculture, advocating for reduced chemical use, water conservation, and biodiversity. They contribute to China's broader "green development" goals by promoting regenerative farming.

Boosting Rural Tourism & Development: Videos showcasing rural landscapes and local traditions attract domestic and international tourism. Small villages have seen economic revival thanks to increased visibility.

Driving E-Commerce & Direct-to-Consumer Sales: Platforms like Taobao Live, Douyin, and WeChat Mini Programs enable influencers to sell farm products directly, bypassing middlemen.

Example: "Farmer Lao Lei" skyrocketed his village's economy by selling fruits and rice online.

Key Players in the Farmfluencer Movement

1. Xin Youzhi (辛有志) – "Xinba"

A former farmer turned live-streaming king, Xinba is one of China’s most influential agricultural e-commerce figures.

Revenue Model: Live-streamed sales, brand partnerships, and commission-based marketing.

Impact: Helped struggling farmers sell millions of kilograms of produce in hours.

Controversy: His reputation took a hit when a team member was caught selling counterfeit edible bird's nest, leading to a 900,000 RMB fine and suspension.

2. Li Ziqi (李子柒)

The queen of rural YouTube, Li Ziqi has romanticized Chinese rural life for a global audience.

Revenue Model: YouTube monetization, branded food products, and licensing deals.

Impact: Revitalized interest in traditional farming and handmade products worldwide.

Legal Battle: Her two-year hiatus was caused by a dispute over profit distribution with her MCN partner, Hangzhou Weinian. She returned in 2023, but not without controversy.

3. Luo Erwa (罗二娃)

A down-to-earth farmfluencer, Luo Erwa captures the raw beauty of everyday farm work.

Revenue Model: Douyin e-commerce, crowdfunding, and brand sponsorships.

Impact: Encourages urban audiences to support authentic, farm-to-table products.

4. "Farmer Liu" (农民刘大爷)

An educator in agriculture, Farmer Liu shares practical farming techniques.

Revenue Model: YouTube ads, agricultural consulting, and government funding.

Impact: His videos train millions of farmers, improving agricultural efficiency.

Challenges and Controversies

While the farmfluencer industry has immense benefits, it’s not without its challenges:

Regulatory Scrutiny – Influencers must comply with strict regulations on food safety and product quality to avoid penalties.

Authenticity vs. Commercialization – As competition grows, maintaining authenticity while monetizing content becomes a balancing act.

Algorithm Dependency – Small farmers relying on digital platforms face risks if algorithms change.

Romanticized Representation – Some critics argue that influencers gloss over rural hardships, presenting an idealized, commercialized version of farming.

The Future of Farmfluencers in China

According to the National Bureau of Statistics of China, the total market size for influencers is expected to reach approximately $1,035 billion by 2025 and agricultural influencers are expected to play an even bigger role in shaping consumer habits, sustainability efforts, and rural development.

Despite the regulatory hurdles and ethical dilemmas, their impact remains profound. From reviving forgotten traditions to boosting rural economies, farmfluencers are proving that digital storytelling can do more than entertain—it can transform entire industries.

What do you think? Are farmfluencers shaping agriculture for the better, or is this just another social media trend? Hit reply and let me know your thoughts!

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Can’t wait to connect again next week! Until then, keep championing sustainability and resilience in everything you do. 🌱✨