Published by ChinaMNC · Linan

Zhongdi Xingqiu: How a Hangzhou Farm Became a Cultural IP—and a Case Study for Foreign Founders

A Hangzhou media company turned a reality TV set into an agritourism park that drew over 4.2 million visitors and helped 27 companies register locally. Here's what foreign founders can learn about content, local government support, and patient growth in China.

From Screen to Soil: A Hangzhou Case Study for Foreign Founders

For foreign entrepreneurs looking to build a business in China, the story of Zhongdi Xingqiu (种地星球, "Farming Planet") in Hangzhou offers a practical lesson in how content, local government support, and patient operations can combine to create a sustainable enterprise. The project began as a reality TV show and grew into an agritourism park that attracted millions of visitors. While the scale may seem unique, the underlying approach—leveraging local resources, aligning with government initiatives, and allowing time for businesses to mature—offers useful insights for founders navigating China's market.

Starting with Content: The Root of the Business

The project was initiated by Zheng Weilong, chairman of Bluesky (Zhejiang) Media Group. After producing shows like Twelve Flavor and Back to Field, his team developed an idea: let audiences not only see stories on screen but also experience the life depicted offline. Farming Planet (种地吧) was the result, focusing on young people learning to farm and grow alongside the land. This required respecting crop cycles and making long-term investments—a patience that eventually built a dedicated audience. For foreign founders, the takeaway is clear: content can serve as the root of a business, but it demands sustained commitment and an understanding of local culture.

Choosing the Right Location: Suburban Advantages

The site chosen was Houdoumen 58 in Sandun Town, Xihu District. Zheng cited three reasons: its suburban location near Hangzhou, authentic farmland and rural environment, and space for future development. As a local enterprise, Bluesky also wanted to give back to the community. Foreign founders should note that location selection in China often involves balancing accessibility, authenticity, and expansion potential—and considering how the business can integrate with the local area.

Navigating Government Support: The Role of Special Task Forces

Turning an idea into reality required support from local authorities. Filming involved agricultural production, while offline development touched on land use, construction planning, and public services. The Xihu District government established a special task force to coordinate multiple departments, ensuring filming proceeded while exploring ways to integrate agriculture, culture, and tourism. Such government support is common in China for projects that align with local development goals. Foreign founders should research relevant government initiatives and engage early with local authorities to navigate regulatory requirements.

Integrating Local Culture: More Than Just a Set

The local community's involvement enriched the project. Sandun Town provided resources on agricultural products, folk customs, and culture, and facilitated participants' involvement in activities like making Lixia rice and dragon boat racing. These seasonal customs entered the screen and reached wider audiences. For foreign founders, this highlights the importance of genuine local engagement—not just as a business strategy but as a way to build deeper connections and authenticity.

Building the Park: From Filming Site to Agritourism Destination

The "Houdoumen · Zhongdi Xingqiu" project was announced in May 2023 and officially opened on September 17, 2025. The park now hosts 23 shops covering dining, homestays, pet experiences, trendy cultural products, and team-building/study tours. Since opening, it has received over 4.2 million visitors. Zheng explains the relationship between content and business using a tree metaphor: "Content is like the roots of a tree," with industries as the fruits—deep roots support subsequent development.

New business formats draw inspiration from the show's details. For example, the Mai Mang restaurant incorporates crayfish and roses from the show into its menu, and inspired by Sandun's dragon boat race, offers "dragon boat fish." Such connections allow visitors to find links to the story even in a meal. Foreign founders can learn from this approach of leveraging existing content to create unique products and experiences.

Patience in Business Development: Allowing Time to Grow

Zheng notes that shops are either self-operated or jointly operated to maintain consistency with the content and philosophy. The team is willing to give businesses three to five years to cultivate. During filming, some areas are temporarily closed, with commercial arrangements yielding to content production—preserving the creative foundation that continues to attract visitors. In summer 2026, combined with a concert tour and park events, peak daily attendance reached 40,000. For foreign founders, this underscores the need for a long-term perspective and flexibility in operations, especially when content and commerce intersect.

Creating Repeat Visits: Ongoing Events and Engagement

To give people reasons to return, the park continuously updates activities around solar terms and festivals, hosting over 80 events including the Houdoumen Harvest Festival, the Zhongdi Xingqiu Cup Fun Agricultural Games, and job fairs. These range from field experiences to theater performances, catering to different interests and age groups. Zheng sees attracting repeat visitors as a key challenge: events require investment and may not immediately generate revenue, but the team hopes to provide reasons for various people to stay. Foreign founders should consider how to build ongoing engagement and community to sustain interest.

Economic Impact: Local Employment and Business Registration

As of June 2026, the project has facilitated the registration of 27 enterprises in Xihu District, turning content-driven explorations into market entities rooted in Hangzhou. The park's supporting services have created jobs for at least 170 local residents; land transfer brings rental income, and experienced farmers participate in agricultural production, serving as mentors to younger people. Retired village official Ye Shunhu became known to young audiences as an agricultural guide on the show. This demonstrates how a project can generate broader economic benefits—a factor that often appeals to local governments and can support a foreign founder's application for incentives or approvals.

Conclusion: Lessons for Foreign Founders

The growth of Zhongdi Xingqiu illustrates how content, local government support, and patient operations can combine to create a sustainable business with cultural significance. For foreign founders in China, key takeaways include: leveraging content as a foundation, choosing locations strategically, engaging with government task forces, integrating local culture, allowing time for business formats to mature, and creating ongoing engagement. While every business is different, these principles can help navigate China's dynamic market.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.