名侦探柯南

More global travelers are going beyond China’s megacities to experience farming, village life and local traditions firsthand_我的网站

一 |     2026年杭州重点群体社保补贴已上线！热点问题，一次性讲透↓↓哪些人能领这笔补贴？补贴申领对象（重点群体）共有五类人，分别是：1. 2026届高校毕业生；2. 2024届离校未就业高校毕业生；3. 2025届离校未就业高校毕业生；4. 2026年登记失业半年以上人员；5. 防止返贫致贫对象。

二 |     

    US tourists experience the farming culture of harvesting crops at an agritourism farm in Zhangjiajie, Central China's Hunan Province. Photo: VCG
Editor's Note:
In early 2026, the phrase "Very Chinese Time" went viral on global social media platforms. Content centered around China's everyday life has been widely viewed and discussed, bringing the Chinese experience into the international public sphere in an extremely down-to-earth way. However, this phenomenon goes beyond mere online popularity - it is unfolding amid the ongoing reshaping of the global order and the accumulation of anxiety in Western societies. A deeper transformation is emerging, as China's lifestyle, pop culture and technological practices are increasingly recognized, discussed and used as references around the world.
This series uses "Very Chinese Time" as an observation lens to go beyond a single internet trend and systematically showcase how the Chinese experience is entering global everyday life. This is the sixth installment of the series.
"This is way harder than any weights I lifted in the gym. I never felt so much pain and struggle as when I was carrying those watermelons," Kevin Loi-Heng could not help thinking as he learned to carry two baskets of watermelons on a shoulder pole, just as local farmers do.
The 29-year-old traveler from London had seen China's modern megacities on previous business trips. But two weeks spent working on farms in the countryside of Fenghua, Ningbo, East China's Zhejiang Province, gave him a chance to see a very different side of the country.
China's inbound tourism boom has continued into 2026. Inbound tourism maintained strong growth, while data from the National Immigration Administration showed that 22.91 million foreigners entered China in the first half of the year, up 20.4 percent year-on-year, according to a report about 2026 tourism market insights for the first half of the year released by the China Tourism Association.
As "China Travel" continues to trend across social media, a trip to Beijing, Shanghai, Guangzhou or Shenzhen is no longer the only way foreign visitors explore the country. Increasingly, they are heading into villages, farms and fields.
Videos posted by foreign travelers show visitors picking fruit, harvesting rice, feeding livestock, learning traditional farming techniques and simply spending time with local villagers.
Through these immersive rural experiences, they are discovering a different China, one that is earthy, vibrant and deeply human, a tourism expert told the Global Times.
See a different side
Kevin's own company focuses on research into sustainable agriculture and soil health, so working with the land was not entirely unfamiliar territory. Yet he found that China's countryside taught him a great deal.
"One question I had before coming to China to do farm work was: With 1.4 billion people, how does China feed all of its people?" Kevin told the Global Times. "I had this picture in my head that China was very large, and that remote rural communities would have different ways of living and different land practices. I wasn't sure if they would accept a foreigner like me."
The fact is, this land welcomed everything.
To get to the mountain fields and start working, Kevin and his fellow participants would get up as early as 4 am and begin working by 6 am. They picked local white peaches, harvested watermelons and dug up peanuts.
Beyond picking crops, Kevin helped prepare the land and soil, plant seasonal crops such as chilies, prune overgrown trees and clean up farmland. He also fed pigs, chickens, ducks and geese, checked agricultural equipment at the local rural market and spoke with farmers and agricultural workers about the challenges they face in their daily lives.
"One of the first tools I used was a backpack sprayer. It was actually very practical," he recalled.
Kevin said the experience broadened his understanding of China. "I saw that the working people are very humble, but also very hardworking."
Over the past year, China's countryside has emerged as a new growth area for inbound tourism.
According to data released by Trip.com, a large online travel agency, on February 11, its affiliated rural resort farms saw inbound tourism bookings increase by more than 50 percent year-on-year in 2025, while the number of room nights booked by international visitors rose by more than 75 percent. "Visiting the Chinese countryside" is becoming a new option for international travelers who once focused overwhelmingly on major cities. Singapore, the US, Australia, Germany and Malaysia were among the major source markets. 
Many overseas vloggers are turning their lenses toward China's countryside, hoping to find a different perspective from which to observe the country.
In March, US content creators Ludwig and Michael were cycling through a village in Central China's Hunan Province, when they encountered villagers preparing for a traditional funeral. Mistaking the gathering for a busy restaurant and the people dressed in white mourning clothes for cooks, they initially misunderstood what was happening. But rather than being offended, a local villager surnamed Li invited the two travelers into his home for a meal. The three chatted about their cycling adventures along the way and eventually sang a song together before parting ways.
After Ludwig uploaded the footage to YouTube, the video received more than 2 million views, offering overseas audiences an unexpected glimpse into culture in a Chinese village.
    Kevin Loi-Heng, a 29-year-old traveler from London, works on a farm in Qufu, East China's Shandong Province, on April 18, 2026. Photo: Courtesy of Kevin Loi-Heng
The appeal of countryside
As overseas audiences increasingly encounter images of China's highly modernized cities across various online platforms, some travelers are showing greater interest in experiences that offer a sense of authenticity, simplicity and contrast, Zhang Lingyun, a professor and the executive editor-in-chief of Tourism Tribune journal, told the Global Times.
After Kevin showed the video on social media, a lot of his friends found it quite unexpected. "They found it interesting and funny. One of my friends remarked, 'You're always doing side quests,' and said he wished he could live an adventurous life like me," Kevin recalled.
The criteria by which travelers evaluate an experience have changed, Zhang emphasized.
Zhao Mai, an English-speaking tour guide who works extensively with international visitors, has observed this shift firsthand.
Zhao told the Global Times that many young foreign travelers are increasingly interested in participating in everyday activities and interacting directly with local people rather than moving from one landmark to another.
There is another attraction: value for money. China's rural tourism destinations can offer international visitors a combination of affordability, quality and variety that is difficult to match, Zhao said. The diversity of China's countryside is also a major advantage.
In 2025, among the hundreds of "best tourism villages" selected by UN Tourism, China alone accounted for 19, spanning a vast geographical range from the eastern coastal regions to the western plateaus, and from the water towns of Jiangnan to the mountain villages of the southwest, according to the CCTV News.
But Zhao believed the most important factor is still the rise of experiential tourism itself.
"Experiential tourism has become one of the key forces driving the global tourism industry," he said. "And that is where China's countryside has a natural advantage. Rural areas in China offer natural scenery, local traditions, community life and opportunities for deeper participation."
Kevin said working in the village in Zhejiang gave him a new perspective on self-sufficiency and sustainable living.
The experience was so meaningful that he returned to China for a second trip, this time spending another two weeks doing agricultural work in Qufu, East China's Shandong Province.
A teacher living in the local Confucius Institute community spoke to him about the "qi" of the soil, an idea that, Kevin noted, is largely unfamiliar in the Western context.
"In the West, I was accustomed to explanations and theories in which soil is seen simply as a resource with physical and chemical properties that can be exploited," he said.
The trip helped him understand soil in a broader way, not merely as an agricultural resource, but as something essential to community life and health and as a connector between humans and the environment, or biosphere.
"I wish I could speak Chinese and understand local people's thoughts better, so I could learn more about Chinese rural agricultural life and local history," he said. 
In May 2026, a village in Guilin, South China's Guangxi Zhuang Autonomous Region, held its annual Terraced Fields Plowing Festival. Across the layers of terraced fields, local residents demonstrated traditional farming practices, attracting visitors from both China and abroad, the news outlet chinanews.com reported.
He Chengxi, a deputy manager of the media department of Guilin Longji Tourism Co., Ltd., told the Global Times that foreign visitors are particularly drawn to this immersive experience as they are intrigued by this traditional method of farming, and found Chinese farming culture novel and meaningful. 
And social media shows that the phenomenon goes beyond short-term tourism. For example, some foreigners who have married Chinese partners have shared their enjoyment of rural life online.
    Foreign visitors taste local drinks during the Terraced Fields Plowing Festival held in Guilin, South China's Guangxi Zhuang Autonomous Region. Photo: Courtesy of He Chengxi
From tourism traffic to lasting connections
Zhao believes the growing interest in rural tourism should be viewed against the broader backdrop of China's efforts to revitalize the countryside and integrate agriculture, culture and tourism.
China unveiled its "No. 1 central document" for 2026 on February 3, outlining plans to advance agricultural and rural modernization and to promote all-around rural revitalization, according to the Xinhua News Agency.
According to estimates from the data center of the Ministry of Culture and Tourism, China received 793 million rural tourism visits in the first quarter of 2026, up 12.2 percent year-on-year. Rural tourism revenue reached 457 billion yuan ($63.5 billion), up 10.9 percent, Xinhua reported.
The direct economic impact of foreign visitors to rural areas, however, is harder to measure. Zhang said it seems that that rural inbound tourism remains a relatively small trend amplified by social media rather than an established industry at scale.
Zhao believes their most important contribution may therefore be something less immediately measurable: international visibility.
There is also a less visible effect. The arrival of foreign tourists can prompt local residents to reconsider the value of their own everyday lives, Zhao noted.
"Farmers who are accustomed to regarding planting, harvesting and tending livestock as routine work may suddenly find outsiders treating those same activities as something worth traveling thousands of kilometers to experience," he said. 
That outside perspective can give ordinary agricultural work, local food and traditional customs a new sense of value, not only as tourism products, but as elements of local identity, Zhang said.
How can this social media traffic be turned into lasting tourism demand? Zhang believed that the key might not be intervening too heavily in the specific products that villages offer, but improving the basic conditions that allow international visitors to access them.
The government's role, the expert suggested, is to help bridge the "last mile," making rural destinations easier and safer to reach and navigate, while leaving room for villages and travelers themselves to determine what kind of experiences are meaningful.
And beyond economics, Zhang said, these encounters carry cultural exchange value.
"People-to-people exchanges can help dispel misunderstandings and allow the world to see another side of China: ordinary Chinese people, like people everywhere, value peace, stability and a prosperous life. That deeper cultural encounter may ultimately be one of the most valuable things international tourism can offer," he explained.
Kevin has not stopped thinking about the people and places he encountered in China's countryside. The experience changed his impression of rural China and made him want to return and stay longer.
"I would like to know more about what other people who have experienced these agricultural activities think," he said. "Is now the time to reconnect with this ancient practice?"
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三 | 领取补贴要满足哪些条件？在身份符合的前提下，还需同时满足就业和参保两方面的要求：1.就业要求：在重点行业领域（制造业、生活服务业、现代服务业）中小微企业就业并签订劳动合同；2.社保要求：2026年企业按规定为重点群体新缴纳或继续缴纳基本养老保险费、基本医疗保险费、失业保险费。补贴标准多少？能享受多长时间？1.补贴标准：按照个人实际缴纳的基本养老保险费、基本医疗保险费、失业保险费之和的25%给予补贴。2.补贴时长：同一人累计最多领12个月。

四 | 谁来申请？什么时候可以申请这项补贴？补贴可由企业申请，也可由重点群体个人申请。补贴申请期限截至2026年底，其中就业参保起始年月在2026年12月的，可在2027年1月底前发起申请。

五 | 符合2025年补贴条件（点击蓝字查看）的重点群体错过之前申请期的，可于2026年底前提出申请。申请之后，个人怎么收到补贴？不管是企业申请还是个人申请，经办机构审核通过后，补贴默认按月发放到重点群体个人社保卡银行账户；也可根据本人申请，发放到本人其他银行卡账户。（小提醒：社保卡切记要开通银行金融功能）申请补贴需要提交哪些材料？1. 《重点群体社保补贴申请表》（需企业盖章）；2. 劳动合同；3. 毕业证书（吸纳重点群体为高校毕业生的需提供）；4. 记载失业登记信息的就业创业证（吸纳重点群体为登记失业人员的需提供）；5. 防止返贫致贫对象凭证（吸纳重点群体为防止返贫致贫对象的需提供）。上述第2至第5项材料，可通过数据共享获取的免予提交。可以通过哪些渠道进行申请？1.无感智办：企业法人账号登录浙里办APP（或支付宝、微信“浙里办”小程序，下同）——搜索“浙里就业创业”——点击“智能推荐”——选择“重点群体社保补贴申领（单位）”（如“智能推荐”未显示可享受政策，说明人力社保部门掌握的数据未比对到符合条件人员，但不影响企业或个人主动申请）;2.线上申请：企业法人账号或个人登录浙江政务服务网或浙里办APP，分别搜索“重点群体社保补贴申领（单位）”（已开通）“重点群体社保补贴申领（个人）”事项（2026年9月1日开通）直接办理;3.线下申请：企业或个人前往当地公共就业服务机构窗口办理。企业申请该项补贴时，受理区域选哪里？如企业注册地与参保地不一致受理区域怎么选？受理区域应选择企业注册地址所在的街道（乡、镇）。如企业注册地址在西湖区北山街道，参保地在拱墅区，受理区域选西湖区北山街道。

六 | 如何查询补贴进度？1.个人查询登录浙里办APP——搜索“浙里就业创业”——在“享政策”板块点击“更多”——选择“重点群体社保补贴个人进度查询”。2.企业查询登录浙里办APP——搜索“浙里就业创业”——在“享政策”板块点击“更多”——选择“重点群体社保补贴单位进度查询”，即可查看本单位申请人员审核情况。

七 | 什么情况下会停发补贴？出现以下情形之一的，补贴自动停发：1. 享受补贴期满的；2. 企业停止为重点群体参保缴费的；3. 重点群体领取养老保险待遇或到达法定退休年龄的；4. 重点群体担任参保所在企业法定代表人（或合伙企业合伙人、个人独资企业投资人）的；5. 其他按规定应停发的情形。资料/市人力社保局。

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Published on:08:28:26