“村字号”热潮助力乡村更美好（深阅读·“村字号”文体活动观察）

Core Insights - The "village brand" cultural and sports activities are flourishing in rural China, serving as a significant window to observe Chinese modernization [1][2] - These activities not only deliver culture but also cultivate an intrinsic motivation among rural communities, enhancing their spirit and contributing to rural development [1][2] Group 1: Overview of "Village Brand" Activities - The "village brand" cultural and sports activities have become common in rural areas, with over 2.2 million events planned for 2024, engaging more than 70% of rural residents [2] - There are currently 5 categories and 24 types of recognized "village brand" activities, including educational, sports, artistic, leisure, and promotional events [2] - The activities are characterized by farmer participation, local cultural integration, and a multi-faceted approach that combines agriculture, culture, tourism, and commerce [2][3] Group 2: Economic and Social Impact - "Village brand" activities are driving rural economic development by integrating cultural, tourism, and commercial sectors, leading to optimized industrial structures [3][4] - Events like "village basketball" and "village running" have significantly boosted local economies, with hotel occupancy rates reaching 80% during events and sales of local products increasing by 23.5% [3] - The activities also enhance community cohesion and reduce conflicts, as seen in places like Zhejiang, where participation in events has led to a decrease in disputes by 20-30% [4][5] Group 3: Challenges and Recommendations - Despite the growth, challenges such as imitation of activities and inadequate infrastructure hinder sustainability [6] - Recommendations include maintaining local characteristics, building a skilled workforce, and enhancing the integration of "village brand" activities with other sectors to maximize benefits [6][7][8] - Emphasizing the importance of farmer participation and community engagement is crucial for the long-term success of these initiatives [8]