Instead of simply "fleeing," they are experimenting with new models of living and working, prioritizing community engagement and sustainable development over profit.
In major cities like Beijing, Shanghai, or Shenzhen, job opportunities are abundant but come with fierce competition, high living costs, and a highly hierarchical work environment.
For example, when Li Zezhou graduated with a degree in Art Design from Beijing Jiaotong University, his path ahead seemed clear: a stable job in a big city, a good income, and promising career advancement. But instead of staying in the city, Li returned to his hometown of Bishan, an ancient village in Anhui province. His decision reflects the trend of young people "leaving the city for the countryside."
In early 2024, Li and a friend founded the design company Slime Club in a rented two-story building in Bishan. The name was inspired by slime molds, organisms capable of stretching and binding, as a metaphor for the flexible collaboration between the young graduates.
Initially, the company took on design projects for clients in the city. However, Li soon realized they were merely "relocating" the race for profit, rather than truly changing their way of working. After much discussion, the team decided that instead of chasing the urban market, they would focus on serving the local community.
Slime Club rented a 15-room guesthouse to use as a shared living and working space. From an initial four members, the permanent team grew to 11, along with numerous remote collaborators. Many initially planned to stay only short-term, but later decided to commit long-term.
One of Slime Club's standout projects is branding Bishan agricultural products. In September 2024, the team designed packaging and promotional strategies for items such as forest honey, chili sauce, osmanthus rice wine, dried radishes, and mooncakes under the new brand "Dear, Dear".
The advertising poster for cassava starch produced by the studio significantly boosted sales for an elderly woman in the village. Prior to the exhibition on October 1st, National Day, the team members also went directly to the mountains to survey the area and meet with local farmers and artisans. They not only did marketing but also participated in the story behind each product.
Professor Yao Jianhua of Fudan University commented: “Groups like Slime Club are creating an ‘immeasurable impact’ on rural revitalization, especially in terms of cultural empowerment. With their aesthetic understanding and digital skills, they help local products reach a new generation of consumers through online channels.”
For decades, migration has been primarily from rural areas to cities. Young people who grew up in villages often leave to seek better opportunities, leaving behind aging communities with low incomes. In Bishan, after deducting expenses, one hectare of rice only yields about 800 yuan per year, a profit margin barely enough to sustain a life.
The current trend of "going against the current," while not yet the majority, carries significant symbolic and practical implications. The presence of educated young people not only brings new skills but also stimulates local consumption and creates bridges with the government and investors.
Liu Zhuore, 24, had interned and worked in Hong Kong, Shenzhen, and Shanghai. After a while, she realized she wasn't suited to the corporate world . When she moved to her hometown of Bishan and started working at Slime Club, she rediscovered the joy of work amidst the sunshine of her traditional courtyard and the pleasures of hiking and picking magnolia blossoms.
Source: https://giaoducthoidai.vn/trung-quoc-gioi-tre-roi-pho-ve-que-post767287.html
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