In recent years, a new trend has emerged in the heart of Guangdong's rural areas: the vibrant, locally-driven "village evening galas" or "village wans (村晚)."
What makes these village galas unique? They are driven by the villagers themselves, who showcase their homegrown talents in performances ranging from traditional dances and songs to contemporary art forms. What started with basic, rustic performances has now blossomed into a full-fledged cultural platform with live streaming, short videos, and social media attention — creating a "cultural explosion" across Guangdong's rural regions.
From Humble Beginnings to Internet Sensations
These village galas have come a long way from their origins in the early 1990s. Take the example of Xishan Village in Chaozhou, where the first gala took place over three decades ago. Initially a simple gathering, the event has now become a massive annual celebration drawing nearly 2,000 participants. What makes it stand out is its authenticity — no flashy stages, no professional choreography, just pure, down-to-earth, community-driven performances.
One of the key characteristics of these village evenings is their embrace of local traditions and cultural practices. Whether it's the ancient Hakka songs from Shaoguan or the lively Shizhao dance from Raoping, these events are a powerful celebration of local identity. In fact, for many villagers, "Village Evening" is more than a performance — it's a way of sharing their stories, their daily lives, and their history with the world.
This sense of pride is captured perfectly in the village of Shengzhou in Shantou, where a local performer gained national fame for her quirky renditions of popular English songs. Known as "Like Auntie (如姨)," she became an internet sensation, a testament to the evolving nature of these galas. It's clear that the combination of "authentic local flavor" with modern twists creates a unique cultural product that captures the hearts of both rural residents and urban audiences alike.
A Springboard for Local Economic Growth
But these village galas aren't just about music and dance. They've also become a platform for rural economic development, helping local industries to thrive. The introduction of local food stalls, artisanal products, and handicrafts into the gala atmosphere has created a booming trade around the events. For example, in villages such as Nanyuan in Heyuan, the gala's success has boosted local tourism, drawing thousands of visitors and leading to a significant increase in sales for local farmers and craftsmen.
Furthermore, these events have helped rural enterprises gain exposure through live streaming and social media. The "village evening" platform has attracted attention from major brands and tourism sectors, leading to collaborations that generate sustainable revenue streams for rural communities. As more local businesses participate, the spotlight shines on everything from traditional farming practices to local food, weaving these elements into the broader narrative of rural revitalization.
This economic impact is evident in places like Paitan Town in Guangzhou, where the village evening gala directly boosted the town's tourism industry, helping local inns and restaurants attract customers through special deals tied to the event. The success of these galas is not just a fleeting moment; it's a growing movement with long-term effects on local economies.
Reviving Local Culture and Youth Identity
One of the most remarkable aspects of the "village evening" is its role in reviving local culture. With rural depopulation and migration to cities often threatening the survival of regional traditions, these events provide a powerful platform for cultural continuity. By celebrating local customs, crafts, and food, the village evenings preserve and enhance cultural heritage, fostering a deep sense of pride among villagers.
Moreover, these events also encourage the younger generation to engage with their cultural roots. In places like Xishan Village, where younger residents have begun taking over the planning and performance roles, there is a clear sense of intergenerational knowledge transfer. Young villagers, like the university student who returned home for the gala, bring fresh ideas and perspectives, ensuring that these events remain dynamic and relevant.
This Lunar New Year, Zheng Mingliang, director of Xishan Village's annual "Village Gala" in Raoping County, Chaozhou, passed the baton to a younger generation. Freshman Zheng Shanni returned home and joined her siblings in the village's percussion troupe, drumming with flair while juggling roles as emcee and dancer.
In Guangzhou's Paitan Village, the thriving Village Gala has ignited a boom in local homestays. "Between mountains and fields lies boundless possibility—life is an open field, not a rigid track," mused Liu Zibin, a 25-year-old returnee and founder of the boutique lodging brand Sushanfang. After studying abroad, Liu chose to settle in Paitan as a cultural entrepreneur. At the Village Gala, he shared his journey of weaving heritage into hospitality.
"The Gala's success lifts us all," remarked a young homestay owner. During the event, many local inns offer themed packages—combining premium stays, hot spring access, and front-row seats to the festivities.
The Role of Social Media
Social media has played a crucial role in transforming these once small, local events into viral phenomena. Platforms like TikTok and REDnote have given villagers a way to broadcast their talents and stories to a global audience. The combination of raw, authentic performances with visually appealing content has turned these village events into highly shareable, highly engaging content, helping to elevate the status of rural communities.
The use of live streaming also expands the reach of these galas, bringing them to people who may never have set foot in these villages. A prime example of this is the South Garden Old Village in Heyuan, where the "village evening" event not only drew over 40,000 people to the village but also garnered over 2 million views online. The fusion of traditional folk performances with modern digital technology has created a compelling formula for attracting both tourists and online audiences.
