One of the key projects of the Spring Festival theme of "Happy New Year", "Village Evening" has once again become the focus. The 2024 National Spring Festival "Village Evening" display list was released, and a total of 91 demonstration display points were selected, an increase of 17. This rural cultural IP is now more popular and has more vitality.
The rural cultural IP "Village Evening" originates from the countryside and takes root in the countryside, attracting many villagers to gather and watch every year. In the southern New Year, the masses of Sanjiang Dong Village in Guangxi Province performed self-written and self-directed cultural programs, allowing tourists to experience the Spring Festival folk customs and mass cultural activities of the Dong people in Sanjiang. Similarly, the "Village Evening" of the Village Super Football Stadium in Rongjiang County, Qiandongnan Prefecture, Guizhou Province also attracted many villagers to participate.
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Since the early 80s of the last century, the rural Spring Festival Gala written and directed by farmers has gradually developed and grown. Many organizers of the "Village Evening" said that the villagers put down their farm work to rehearse, put down their tools to become actors, and became the protagonists of their own spiritual culture, bringing the most authentic rural customs and cultural connotations to the audience.
In 2023, more than 20,000 "Village Evening" demonstration and display activities will be held across the country, with about 1 participant300 million, and more than 460,000 mass literary and artistic teams. The 91 demonstration and display points of the "Village Evening" during the Spring Festival in 2024 have their own characteristics, with a strong "township" flavor, "dancing" rural fireworks, and performing more villagers and netizens. The Yuyong Community of Xuyong Town, Xuyong County, Luzhou City, Sichuan, which was selected as a demonstration and display site, created a "village evening" with red culture and led the audience to relive history. The New Year's "Village Evening" stage is larger, the program list is more exciting, and it presents a more active IP image of rural culture.