When the spring thunder of reform resounded in the sky, China's mountain towns gave a powerful response, not to mention, there was a cultural "bonanza" here.
In the Spring Festival of 1981, in Qingyuanyue Mountain Village, Lishui, Zhejiang, the villagers set up a stage to show their talents, which became the origin of the Spring Festival Gala in rural China. (Courtesy of Wu Yanxia).
If you get together so grandly once a year, you must gather a sense of ceremony and a literary and artistic style!"After 43 years, the village Spring Festival Gala (hereinafter referred to as the "Village Gala") has been set up by the villagers themselves to show their talents, and in response to the footsteps of the winter solstice in 2023, the countdown mode has been opened: whoever has talent will appear, and it will be here!
In 1981, the villagers of Yueshan Village, Jushui Township, Qingyuan County, Lishui, Zhejiang Province, used a pair of gongs and drums, two erhus, and three flutes to pry the "Village Evening" stage, and now, not only in their hometown to give birth to the "Village Evening" pattern of "one county, one characteristic", but also this Chinese-style "rural New Year model" has been reproduced in the north and south of China's great rivers, spreading to more than 69,000 villages in 552 counties.
On December 22, the 2023 National "Four Seasons Village Evening" - the main venue of the winter "Village Evening" hosted by the Ministry of Culture and Tourism was held in Guyan Painting Township, Lishui, Zhejiang. Immediately afterwards, the 2024 National "Village Evening" demonstration and exhibition activities will be launched in Beijing on December 25, and programs such as "Seeing the "Village Evening" on the Cloud", "My "Village Evening" My Year" and "Cloud New Year Painting Exhibition" will be launched one after another through the central government and the national public cultural cloud platform.
The first "village evening" of the golden years
In 1981, the "Yueshan Spring Festival Gala" was old**.
The Wolsan Village Women's Choir, which claims to have graduated from "Ridge University", is rehearsing for a chorus.
In 1979, Wu Shaoli, the village doctor who was familiar to the villagers of Yueshan Village, went to the province to participate in the scientific conference, and returned to his hometown to ponder how to boost the education and cultural undertakings in the village, and finally established the Yueshan Village Student Aid Group with several cultural backbones, and in 1981, the policy of dividing the fields into households came, and the villagers had their own land, and their hearts were excitedWu Yanxia, the witness of the first "Yueshan Spring Festival Gala" and the planner and organizer of more than ten village evenings, told reporters that a kind-hearted village doctor, two major national events, and the three departments of the cultural center station, the central school, and the production brigade worked together to promote the "Yueshan Spring Festival Gala" from a simple family party in 1979 to a great friendship of the people in the village in 1981.
So, there is such a freeze-frame picture in the old **: In the Spring Festival of 1981, the villagers of Yueshan gathered together and beat gongs and drums, played the erhu, and sang folk songs in the playground of the village central school. Everyone was smiling and full of joy and longing for a new life. The cultural autonomy and aesthetic consciousness of self-writing and self-acting, self-entertainment and self-entertainment are awakening and sprouting, and every time the Spring Festival is approaching, this small mountain village in winter will be lively, and the literary and artistic backbone will post a notice in advance to solicit "village evening" programs for the whole village, and the commune will provide audio equipment, etc., and every household has the money to contribute, and the powerful contribution, hats, baskets, and pine branches can be put on the stage. In addition to the literary and artistic gatherings, garden competitions, agricultural events and other forms have also been added, forming the new folk customs of the Spring Festival in Yueshan Village.
Encourage literary and artistic creation to bloom, in the context of reform and opening up, gradually become a climate, the free flow of population, has also become a new trend since the reform and opening up, the planning and operation of the "Yueshan Spring Festival Gala", gradually returned college students as the main force. At the end of 2004, a volunteer team composed of young people in Yueshan was officially established, which was responsible for the organization and innovation of the "Village Evening", bringing the villagers to talk about the outside world, and bringing new ideas, new concepts and various practical production and labor skills.
With the influx of tourists and ** into Yueshan, the audience's quality requirements for the 'Yueshan Spring Festival Gala' are constantly improving, which promotes the participation of this party to become more diverse, the content and form are more diverse, and the organization and operation are more standardized. Wu Yanxia said that as a "post-70s" herself, she has had the experience of studying abroad and working in the workplace, and she is also a "Yueshan Sprout" who has been sown by the "Village Evening", since 2004, every year with the "Yueshan Sprouts" from all directions, this gathering of people's hearts has been done well, and the "Yueshan Spring Festival Gala" has become an annual "village party", and it has become a wish of the travelers in Yueshan Village who are busy on weekdays and go home for reunion during the New Year.
"Village Evening" has gone from one village to the whole country, which not only has its own "flow" physique, but also is the product of policy adjustment and changes of the times. Since 2015, "Village Evenings" have sprung up all over Lishui, and have obtained the qualification for the creation of a national public cultural service system demonstration projectIn 2016, under the promotion of the former Ministry of Culture and the Chinese Cultural Center Association, the National Rural Spring Festival Gala Hundred Counties Alliance was established, and 5 cities across the country became the initiatorsIn June 2021, the "Village Evening" was included in the "National 14th Five-Year Plan for the Construction of Public Cultural Service System" as a national project to promote mass cultural brands.
In 2022, Document No. 1 mentioned the "Village Evening" for the first time, "supporting farmers to spontaneously organize and carry out cultural and sports activities that reflect the taste of farming, such as village songs, 'village evenings', square dances, and fun games." At the beginning of this year, the Ministry of Culture and Tourism issued a document to encourage all localities to carry out the four seasons of "village evening" activities, and determine the main venue and demonstration points of the four seasons of spring, summer, autumn and winter. So far, from one village to the whole country, from winter to four seasons, the "village evening" model that originated in Yueshan Village has spread to more than 69,000 villages in 552 counties in the north and south of China. According to the latest data, more than 20,000 national "Village Evening" demonstration and display activities will be held in 2023, with about 1 participant300 million.
"I want to do a village evening" for cultural talents
On December 22, the "I want to hold a village evening" Douyin live broadcast support plan for rural cultural talents was officially launched. (Photo by He Jie).
On December 13, the Xiangxi band group "Miao People Sanman" shouted to netizens on the Douyin platform: "The Spring Festival in 2024 is approaching, we will hold a village evening in our hometown Laershan, and send it to the national audience through Douyin live broadcast, and all programs suitable for the stage can be registered!."”
At the 2023 National "Four Seasons Village Evening" - Winter "Village Evening" main venue event, the "I want to hold a village evening" rural cultural talent Douyin live broadcast support plan was officially launched. It is reported that the support plan is guided by the Public Service Department of the Ministry of Culture and Tourism, and jointly initiated by the Chinese Cultural Center Association and Douyin Live, inviting national talent anchors and rural cultural talents to hold "Village Evening" activities in their hometowns and broadcast them live online. The first Spring Festival series will be launched in mid-January. Statistics show that from December 2022 to December 2023, about 5,000 live broadcasts with the theme of "Village Evening" will be staged on Douyin, with a total of 22.97 million people. "There is a talent ceiling hidden on the stage of the village evening", "The song of the earth and the four seasons of the village evening" and other "village evening" topics have accumulated more than 14800 million times.
The rise of live broadcast has also allowed the villagers of Yueshan Village to embark on this "digital shuttle". In January 2022, the live broadcast of the 42nd "Yueshan Spring Festival Gala" exceeded one million views;The 43rd "Village Evening" in January this year integrated the display and promotion of special agricultural products, live broadcast and other links, and presented it through VCR ** video, live recording, guest interviews, and connection between the main venue and branch venues.
The 2023 National "Four Seasons Village Evening" - the main venue of the winter "Village Evening" will be a wonderful performance. (Photo by He Jie).
The stage of the village evening has been changing, in the past, the whole village gathered together, what equipment to rely on what scenery, what talent on what show, from square dance, farm show to fashion show, the main focus is an original ecology, what you want is down-to-earth, the program is relatively easy to arrange, now the aesthetic ability of the villagers is improving, the professionalism of the program is becoming stronger, and the trendy fashion and convenient elements are increasing, but no matter how artistic transformation and digital upgrading, the rustic core of the village evening will not change, and the farmers' love for the land will not change. Luo Liyong, director of the main venue of this winter's "Village Evening", said that "truly handing over the stage to the villagers" is the root and motivation for holding this party every year.
In terms of the positioning of the program, the village evening program will definitely have regional colors, will present family customs and agricultural affairs, express emotions in a simple and unpretentious manner, and restore the customs in an authentic way. Luo Liyong said, for example, at the main venue of this year's winter "Village Evening", they expressed their simple vision of building a beautiful village and achieving the goal of common prosperity through a number of well-known village songs and She songs.
April 20 this year coincides with the Guyu solar term. The national spring "village evening" demonstration and display activity was launched in Xingwen County, Yibin City, Sichuan Province, and 19 ethnic song and dance programs were wonderfulOn August 12, the main venue of the national summer "Village Evening" was held in the ancient town of Lijiang, Lijiang City, Yunnan ProvinceOn October 15th, the main venue of the national autumn "Village Evening" was unveiled in Jiujiang, Jiangxi.
Cultural life obviously occupies the spare time of the villagers, the gossip disputes in and out of the village have become less, the relationship between families and neighbors has become harmonious, and many bad social habits have been eliminated. In Wu Yanxia's view, the "village evening" in her hometown has surpassed the simple entertainment function of the literary evening, and has become an effective carrier for condensing emotions, beautifying rural customs, and building harmonious interpersonal relationships while enriching the cultural life of the villagers.
Follow the "village evening" to travel
At the main venue of this year's winter "Village Evening", the "Village Evening Alliance" theme roaming corridor was released, Shanxi's "Touching the Millennium Open-air Stone Carvings" Civilization Memory Tour, Jiangxi's "Hakka Mountain Song" shouted to catch up with the big set of "Tracing the Origin of the River", Yunnan's "Torch Festival" "Naxi Trilogy" and "Ancient Cultural Context Tour" and other winter tourism roadmaps were released one by one, and "Follow the Village Evening to Travel" has become another experimental field for cultural IP to help industrial economic development.
In recent years, many provinces have successively promoted all-for-one tourism through the four seasons of rural cultural tourism festivals in spring, summer, autumn and winter, and stimulated the vitality and tourism potential of rural culture, which is also an important motivation for the expansion of "village evening" from winter to four seasons. In Hubei, focusing on the four themes of spring appreciation, cool weather, harvest and New Year's greetings, the "Village Evening" demonstration and display activities are carried out every quarter, and a series of activity brands with strong local flavor and local characteristics such as "Migratory Bird Cultural Festival" and "Yingshan Red Festival" are launched to attract tourists from all over the country to check in.
Every year on the twenty-third day of the lunar month, the 'Yueshan Spring Festival Gala' is organically combined with traditional folk customs such as yellow cakes, steamed rice cakes, glutinous rice cakes, and hundred family banquets, which has become a prominent highlight of rural cultural tourism and caters to the consumption preferences of urban people returning to the basics. According to Chen Xiaowen, secretary of Jushui Township, Qingyuan County, Lishui City, the fresh and unique rural ecology not only attracts tourists from Shanghai, Hangzhou, Nanjing, Guangdong, Fujian and other places, but also drives the vigorous development of homestays, farmhouses and other industries. In the first half of 2023, the number of tourists will exceed 30,000, the occupancy rate of homestays and farmhouses will increase to 75%, and the number of tourists in the "Yueshan Spring Festival Gala" exhibition hall will exceed 3,000, setting a new high. The small Yueshan Village has won many awards such as "National Characteristic Landscape Tourism Village", "National Beautiful Environment Village", "China's Most Beautiful Leisure Village", "National Beautiful and Livable Demonstration Village", "National Rural Governance Demonstration Village" and "National Civilized Village and Town".
There are four seasons in a year, and the customs and customs are different. As early as August 2021, Lishui City has issued the first prefecture-level standard of the "Rural Spring Festival Gala Construction Specification", providing reference and reference for practitioners of "Village Evening" in various places. Nowadays, the "Rural Spring Festival Gala" has been marching in the transformation and upgrading of the "Rural Village Gala", such a positioning may be in line with the needs of the four seasons of spring mountain flowers, summer landscapes, autumn red leaves, and winter ice and snow, and it is also continuing to promote the deep integration of culture and tourism, and embark on a realistic and pragmatic road with great personality and beauty, stepping on the rhythm of the times, and turning the construction of beautiful villages into the conscious action of all participants, that is, beneficiaries. Everybody is watching
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**: Financial Times client.Reporter: Fang Hua.
Editor: Yu Siqing.
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