Core Insights - The article highlights the resurgence of the lychee industry in Hejiang County, driven by local farmers and entrepreneurs who are leveraging modern marketing techniques and tourism to promote lychee culture [2][11]. Industry Overview - Hejiang County has a long history of lychee cultivation, with over 2,000 years of history and more than 70 varieties currently grown, including the famous "Feizi Xiao" [12]. - The total planting area for lychee in the county is 306,000 acres, accounting for over 90% of the province's total production and value [12]. - The expected total production for this year is 120 million pounds, marking a historical high for the region [12]. Marketing and Sales Strategies - Local farmers are utilizing live streaming and social media to market their products, with significant engagement from consumers [4][11]. - The use of modern cold chain logistics allows fresh lychees to be shipped directly to major cities like Beijing, Shanghai, Guangzhou, and Shenzhen within 24 hours [10]. - The lychee market in Hejiang County is bustling, with thousands of pounds being sold daily, showcasing a vibrant trading environment [10]. Cultural Promotion - The popularity of the TV show "The Lychee of Chang'an" has helped to elevate the profile of Hejiang lychees, attracting tourists and increasing local interest [11]. - The establishment of ancient lychee tree parks serves both as a tourist attraction and a means to educate visitors about the history and significance of lychee cultivation in the region [11].