-Village Supermarket- sparks tourism in Rongjiang, Guizhou, earning over 600 million yuan in gold during National Day holiday

On October 8, 2024, the tourism bureau of Guizhou’s Qiandongnan Miao and Dong Autonomous Prefecture announced impressive figures from the recent National Day holiday. The host county, Rongjiang, welcomed nearly 499,000 visitors, reflecting a remarkable 24.82% increase from the previous year, and generated a significant tourism revenue of 602 million RMB.

One of the highlights this year was the inaugural “Village Super” International Friendship Football Match, a significant part of the Belt and Road Initiative, held in Rongjiang. Teams from both domestic and international backgrounds competed in thrilling matches that captured the hearts of soccer enthusiasts.

Among the visitors was Hao Juanjuan, hailing from Chongqing, who brought her local football team to the event. Before the games began, she prepared by buying two aluminum bowls at the market. Once in the stands, she enthusiastically cheered for the players by banging the bowls together. “I’ve always gone sightseeing, but this is my first time celebrating the holiday at a sporting event. It’s a completely new experience; our village is full of energy!” she shared.

The Brazilian São Paulo Gaoqiao Football Team made the long journey of over 20,000 kilometers to participate in the festivities. During their exciting five days in Rongjiang, they played three matches and quickly formed friendships with local residents. They celebrated with traditional samba dances, carried prize chickens around the field, and enjoyed meals and music with the community. For the young Brazilian players, the vibrant green field offered numerous delightful surprises.

“The atmosphere at ‘Village Super’ blew me away. The local people have such a passion for soccer,” commented the team’s coach, Elia Asa. He reflected on the matches, particularly praising the impressive athleticism and strategy of the players from the Chinese Yushu Yak Team. “This is the essence of football exchange—everyone learns from one another,” he added.

Aside from the exhilarating soccer matches, the event also featured an array of cultural performances and a market showcasing products inspired by local non-material cultural heritage. Dai Yaoyao, a new media influencer, designed a variety of football-themed items that quickly gained popularity among tourists. “It’s wonderful to see so many visitors appreciating our ethnic culture. We continuously innovate and update our designs to offer unique ‘Village Super’ souvenirs,” she said.

During the holiday, the “Super High” market outside the soccer field buzzed with activity in the afternoons and evenings, as visitors were drawn in by delectable local treats like rolled rice noodles, barbecued meats, and fish dishes. Yang Tianmei, a resident of Rongjiang, shared her experience of selling grilled pork with her husband. “It gets so busy that my hands feel numb after a long day of threading skewers—over a thousand every day! It’s tiring, but making money makes it all worth it,” she recounted.

Another visitor, Li Qiang from Jiangxi, fully embraced the local culture by donning a traditional Dong ethnic dress during her time at the ‘Village Super’ venue. She joined the cheerleading team, dancing and cheering alongside local women. “What I love most about the evening activities are the public karaoke events where we sing with our phone lights on. The fireworks show is beautiful too, and during the dance party, everyone lets loose and has fun,” she recalled.

“We may not understand everything about soccer, but we come to ‘Village Super’ just to enjoy ourselves,” Li Qiang said with a laugh. Over her few days in Rongjiang, she found herself constantly clearing her phone’s memory, eager to capture every cherished moment. “It’s a joyous experience that makes you forget your troubles. Once you enter the stadium, you just don’t want to leave.”