（年终观察）“村字号”活力奔涌 齐鲁乡村焕发新生机

Core Insights - The "village brand" cultural and sports activities in Shandong have become a significant driver for rural revitalization, enriching the spiritual and cultural lives of farmers and promoting local industries [1][9] Group 1: Overview of "Village Brand" Activities - Since 2025, Shandong has seen a surge in "village brand" activities, which are rooted in local culture and driven by farmers, creating a vibrant atmosphere across the region [1] - These activities encompass nearly 20 subcategories across four main areas: rural arts, sports, leisure, and science education, resulting in a diverse and impactful cultural landscape [1] Group 2: Specific Activities and Participation - The "Village Song" initiative has produced over 3,000 village songs in three years, engaging more than 10,000 participants [2] - The "Village Basketball Association" (村BA) and other sports events have attracted significant attention, with one event reaching over 600,000 views and nearly 100,000 participants [2][7] - The "Cao Wa Market" in Linyi County has become a popular destination, drawing over 100,000 visitors per event and generating hundreds of millions in consumer spending [6] Group 3: Economic Impact and Community Engagement - Sports events like the "Village BA" have created a positive feedback loop, enhancing local product visibility and contributing to the meat industry valued at 66 billion yuan [7] - The "Fengshan Cup" basketball tournament has fostered community involvement and economic activity through product exhibitions and online sales, generating over 100,000 yuan in sales [8] Group 4: Cultural Roots and Future Development - The vitality of these "village brand" activities is deeply rooted in local culture, blending traditional elements with modern consumer needs [9] - Experts suggest that to sustain growth, there should be a shift from a focus on short-term popularity to long-term ecological development, emphasizing unique local cultural identities [10][11]