The results of the inaugural Forbes China Industrial Innovation and Rural Revitalization selection have been announced, with Youchegang Town in Xiuzhou District, recognized as a "Painting Town," successfully making the list as a Dynamic Cultural Tourism Town.
Forbes China noted in its evaluation that the selection of Dynamic Cultural Tourism Towns reveals that genuine vitality stems from the deep exploration of cultural heritage, the innovation of experiential settings, and diverse attempts at industrial integration.
How did Youchegang Town achieve its vibrant status? On March 30, at the Forbes China Dynamic Cultural Tourism Town Roundtable Forum held in Jiaxing, Zhu Xueqin, Deputy Mayor of Youchegang Town, presented the town's practices and future plans for cultural tourism development, sharing new pathways for promoting rural revitalization through the integration of culture and tourism.
The charm of Youchegang Town lies in its "water" ambiance and "painting" soul. The town is rich in water resources, including the East and West Qianmu Dangs, and features pristine landscapes like the Linhu Water Forest Park, the seasonal lake views of the Ginkgo Swan Lake, and the ancient charm of Linglong Bay, creating an ecological foundation where "water flows through the town, and the town lies within the scenery."
Since 1983, farmers in Youchegang have traded hoes for paintbrushes, depicting life and agricultural work in the water town on paper. Over 40 years, the town has produced a large number of influential folk painting artists, creating over 4,200 works. More than 120 paintings have been featured in national exhibitions, over 250 in provincial exhibitions, and over 200 have been displayed internationally.
"Using folk paintings as the core, we ensure art originates from the countryside and returns to it," Zhu Xueqin explained. The key to Youchegang's success in using folk art for rural development lies not only in preserving this traditional art form but also in inviting renowned artists to contribute and putting the artwork to practical use.
In recent years, the town has nurtured local painting teams and appointed Miao Huixin, known as the "Eastern Picasso," as a cultural village chief, empowering residents to lead the artistic development of their community. Miao Huixin, a native folk painter, creates works like "Local Sentiment" and "Seven Oxen," which reflect the idyllic scenes of the region's fertile lands.
Leveraging folk paintings as an intellectual property, Youchegang has focused on developing Shengfeng Village into a "Waterfront Art Village." The Linglong Bay scenic area has transformed a chicken farm into a folk painting gallery and a pigsty into a café, while also offering非遗 (intangible cultural heritage) study programs and painting experiences, attracting a steady stream of tourists. In 2025, Shengfeng Village welcomed over 200,000 visitors, increasing village collective income by nearly one million yuan.
The town has also tapped into the economic potential of folk paintings by developing over 20 cultural and creative products, including scarves, tea sets, and luggage, launching co-branded gift sets with local companies. Some individual products have achieved annual sales exceeding one million yuan. Additionally, 11 types of educational material kits, such as "Digital Folk Paintings" and "Folk Painting Seeds," have been developed, making art an experiential and consumable tourism resource.
Titles like "Hometown of Chinese Folk Painting," "Zhejiang Provincial Intangible Cultural Heritage Folk Painting Town," and "Xiuzhou Creation Base for Modern Chinese Folk Painting" highlight the town's achievements. Galleries, art schools, and village-level painting workshops form a network ensuring the continuous inheritance and vitality of this art form.
As Forbes China remarked, "Youchegang Town in Xiuzhou has adopted a core strategy of 'the countryside nurturing folk paintings, and the influence of folk paintings revitalizing the countryside,' creating a 'Xiuzhou model' where the art industry drives rural revitalization."
The popularity of folk paintings follows a logical path of integrating agriculture, culture, and tourism. However, the question remains: how long can this vitality last? Several challenges lie ahead for Youchegang.
"The cultural value is strong, but our understanding of the market is insufficient, and the conversion to consumption is weak," Zhu Xueqin candidly addressed the bottlenecks in the town's tourism development. The path forward is already being paved through format innovation, industrial upgrading, and international expansion, aiming to turn tourist "flow" into sustained "stay."
Currently, Youchegang is accelerating the integrated development of agriculture, culture, and tourism in the Shengfeng area. A series of new ventures are set to launch: the Dingdong Courtyard will open in April, the Smart Shrimp Valley recreational fishing project will soon be available to the public, and a waterfront golf project is under construction. Homestay renovations are also underway, and the "Lakeside Fir Cottage" theme restaurant is actively seeking operational partnerships.
Event-driven economy will serve as a new engine. Zhu Xueqin mentioned plans to host a provincial rope skipping competition in the first half of the year and a fishing tournament in the second half. These events will be coordinated with promotions involving local hotels, Mashe Old Street, and Ginkgo Swan Lake, using a "sports + culture and tourism" model to attract visitors and boost local industries.
Adhering to the core principle of "guided by painting, integrating three chains," Youchegang is building a unique competitive edge. On the cultural chain, it will deepen cooperation with the Taguoxu International Art Center to promote international exchange and collection of folk paintings. On the industrial chain, it will develop digital collections of folk paintings and foster deeper integration with cultural creativity, packaging, and agriculture. On the tourism chain, it will create a premium eco-leisure route connecting Ginkgo Swan Lake, Linhu Water Forest Park, and Linglong Bay, linking resources like study bases.
Riding the momentum of the Forbes selection, Youchegang Town will use the title "Forbes Painting Town" as a new starting point to embark on a journey towards brand elevation and international development. Zhu Xueqin emphasized that what is local can become global, and what is rooted in national culture can stride into the future. Youchegang will continue to explore the integration of art-driven rural construction and cultural tourism, allowing folk paintings to shine even brighter on the world stage.
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