In the misty countryside of Xiapu County, Fujian, a farmer guides a buffalo through ancient trees, while a woman in a straw hat carries pails of water. It’s a picture-perfect moment, seemingly frozen in time—until the hum of drones and cameras reveals the scene’s carefully staged nature.
Xiapu has gained viral fame for its manufactured rural aesthetics, attracting tourists eager to capture the nostalgia of a bygone era. Visitors pay up to 300 yuan ($40) to snap carefully arranged photos, indulging in a romanticized vision of rural life that contrasts with China’s rapid urbanization and industrialization.
For some, the attraction is more than just aesthetic beauty—it is a trip down memory lane. Liang Liuling, 72, recalls working in the countryside during the Cultural Revolution and finds joy in seeing buffaloes once again. “Back in the day, we used buffalo for plowing. Now, they’ve become props for us elderly to enjoy,” she says, posing with the animals.
The demand for nostalgic experiences has grown alongside China’s urban expansion. In 1980, only 20% of the population lived in cities, compared to two-thirds today. Many Chinese, particularly older generations, yearn for the simpler times of rural life, even if they were marked by hardship.
On social media platforms like Douyin (China’s TikTok) and Xiaohongshu (RedNote), thousands of posts showcase stunning, curated photographs of Xiapu, offering tips on capturing the best shots. The knowledge that the scenes are staged does little to dampen enthusiasm. Tourists, many from farming backgrounds, eagerly flock to the site, drawn by childhood memories.
Tour guide Huang Jumei notes that her mostly elderly tour group changed their itinerary to visit Xiapu after seeing online photos. “It brings back childhood memories for many of us who come from farming families,” she explains. “But as life improved, most families stopped keeping cattle.”
Local buffalo owner Chen Weizuo, 62, makes a living posing for these images. Originally a farmer, he began charging small groups for photos a decade ago, borrowing a buffalo from a neighbor. As tourism grew, he imported his own buffalo from Vietnam, since domestic buffalo farming has become rare.
Chen enjoys his new lifestyle, spending his days under banyan trees, chatting with visitors. “It’s much more relaxed than farming,” he admits. Ironically, despite his work, he has no interest in taking photos himself.
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