Agricultural entrepreneur Xu Huanhuan from Jiangshan – a county-level city in Quzhou, Zhejiang province – recently captivated audiences on her Douyin account by livestreaming about an agriculture auction to sell black-bone chickens.

Xu graduated from Fudan University in Shanghai with a degree in law. But due to her desire for a career that can help to promote the development of her hometown, she finally chose to return home to promote the black-bone chicken industry, a local specialty.

Recalling her childhood, Xu noted the black-bone chicken was known as a cherished local delicacy. Yet, its availability had dwindled as fewer people engaged in its farming.

In 2018, Xu partnered with a local farmer dedicated to ecologically raising purebred black-bone chickens. She established the Jiangshan black-bone chicken specialty industry base, integrating agriculture with cultural tourism.

Xu Huanhuan is happy to promote the development of the black-bone chicken industry in her hometown. [Photo/Tide News]

Xu has collaborated with a fellow Fudan alumnus to design educational programs on black-bone chickens, offering hands-on experiences in local schools.

On social media, she creatively markets the chickens using English, Mandarin and local dialect, creating engaging content like agriculture auctions, vlogs, and dialect fashion shows.

Overall, Xu envisions her industry base as a cultural hub – enhancing local specialties and driving rural vitalization.