中新网聊城2月14日电 题：山东乡村振兴合伙人忙年为返乡游子守护浓浓乡愁 中新网记者 孙婷婷 过去两年来，刘洋在村里开办的咖啡馆，早已不只是咖啡馆，它成为兴隆村最火的"流量入口"，也成了 春节前返乡人回村必去"打卡"的地方。这几天，村里在外务工的人陆续回来了，不少人放下行李，第一 站就奔着这间由老宅改造的小院来。 春节将近，年味渐浓。在聊城高新区顾官屯镇兴隆村，"顾乡咖啡"的主理人刘洋一刻也没停歇。 立春刚过，天气回暖。连日来，他蹲在咖啡馆外的小院里，一铲一铲地松土，种下早春的第一批鲜 花。"月季、绣球、雏菊都有，早早把院子拾掇出来，等春暖花开，客人来了，抬眼就是花海。"他时不 时擦一下额头的汗，"等再种完这200斤的花苗，年前的活就彻底告一段落了"。 "顾乡咖 啡"已成为兴隆村最火的"流量入口"。2月14日，游客在"顾乡咖啡"门前拍照。史文卉 摄 手捧一杯咖啡，和刘洋聊聊村里的变化，成为返乡游子新的"返乡仪式感"。浓浓的咖啡香味中，藏着游 子对家乡的重新打量。"我们这两天接待的客人中，有很多都是返乡的人，他们在短视频平台上刷到了 自己的家乡，刷到了咖啡馆，回村后第一件事就是到咖啡馆打卡。"刘洋说。 与咖啡馆 ...

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]

Core Viewpoint - The article highlights the transformation of rural areas along the Yellow River, driven by new business models such as village cafes, homestays, and cultural creative industries, attracting more visitors and revitalizing local economies [1][7]. Group 1: Village Transformation - Villages along the Yellow River are experiencing significant changes, with idle old houses being repurposed into cafes and homestays, creating a vibrant atmosphere that draws visitors [1][4]. - "Guxiang Coffee," a cafe in Xinglong Village, has become a major attraction, with peak daily visitor numbers exceeding 6,000, significantly boosting local tourism and economy [3][4]. - The introduction of "rural partners" like Liu Yang has led to the development of various new business formats, including youth meeting spaces and cycling stations, enhancing the village's appeal [3][4]. Group 2: Economic Impact - The transformation has resulted in increased local employment, with 472 villagers finding jobs in various workshops established in the area, contributing to income generation [3][4]. - Local agricultural products, such as tomatoes and honey, are being sold in cafes, creating a direct revenue stream for villagers and promoting local specialties [3][4]. - The village's infrastructure has improved significantly, with investments in roads and facilities, further supporting the growth of tourism and local businesses [3][4]. Group 3: Future Plans - Local leaders are planning to enhance rural night economies and improve public transport connections to facilitate visitor access and expand market opportunities for local produce [6][7]. - There is a focus on developing unique experiences that leverage the tranquility and healing aspects of rural life, positioning them as a competitive advantage over urban offerings [6][7]. - The collaborative development model, where a core village drives growth in surrounding areas, is being recognized as an effective strategy for rural revitalization [7].