iQIYI Variety Show 'Become a Farmer' Reaps Widespread Acclaim in Second Season

Core Insights - iQIYI's variety show "Become a Farmer" has received critical acclaim and a nomination for Best Variety Show at the 29th Shanghai TV Festival for the second consecutive year, showcasing the company's ability to deliver innovative content [1] - The show has been recognized as a 'Sustainable Agriculture Promotion Partner' by WWF China and One Planet Foundation, emphasizing its commitment to environmental sustainability and biodiversity protection [1] - The latest season featured 10 young individuals engaging in various farming activities across 450 acres, highlighting the challenges and personal growth associated with rural life [2] Content and Audience Engagement - The new season expanded its format by blending long and short-form video, introducing new crops and creating an integrated farm experience, which included fishponds and shrimp fields [3] - The show achieved a peak popularity index of 8,675 on iQIYI, with over 10 million bullet comments, and maintained the top position on Douban for 8 consecutive weeks [3] - The success of "Become a Farmer" has led to cultural influence, with participants launching businesses and engaging in livestream commerce, extending the show's impact beyond traditional media [4]