As village revitalization strategy proceeds, a key task is to activate economic development of a village. An issue that must be considered by those working at the village level is how to devise a competitive development model that leverages the strengths of a specific village. This case presents such a model called “Nongshihui” – meaning ensemble of farming seasons – in Guozhuangzi Village of Lugou Town in Beijing City.

Drawing inspiration from China’s traditional twenty-four solar terms, “Nongshihui” organizes theme activities associated with farming seasons at the end of each month. For example, experience tours are organized in planting season and harvesting season. Wellness classes are offered in accordance with various solar terms. These cultural tourism projects have become a driving force behind the economic development of Guozhuangzi Village. The economic benefits, in turn, have provided more resources for the village to further develop its unique culture. For instance, writers have been recruited to produce a book “Xiangyin” – meaning folklore – to tell stories about the village’s farming seasons. Competitions have been organized to collect and create love stories and love poems in the village. The theme song of “Nongshihui” has been created and made into a music video. Villagers with musical talents have been organized to form Guozhuangzi troupe.

This case presents a successful model of rural revitalization, the model that is marked by positive reciprocity between culture and economy. For one thing, leveraging the cultural strengths of a village can become a powerful inner drive to its economic development. For another, economic development can help a village’s culture to flourish in a more sustainably way.