Gao Shuting’s Portfolio
Rural Entrepreneurship Boom: Millions of "New Farmers" Pursue Dreams in the Fields
According to the latest statistics from China's Ministry of Agriculture and Rural Affairs, the country's total grain output reached 1.41 trillion jin in 2024, an increase of 22.18 billion jin or 1.6% over the previous year, marking the first time it has surpassed the 1.4 trillion jin threshold. By the end of 2024, the number of people returning to or starting businesses in rural areas in China had neared 13 million. From specialized planting to rural tourism, from agricultural product processing to e-commerce logistics, the diverse industrial forms are like magnets, attracting a large number of "rural entrepreneurs" and "new farmers" with dreams and passion to devote themselves to the countryside, writing a new chapter of rural revitalization with their wisdom and sweat. It is expected that the number of rural entrepreneurs returning or starting businesses nationwide will exceed 15 million by 2025, injecting stronger momentum into rural economic development.
From white-collar worker to farm owner: Chen Jiangqin's rural dream pursuit
Chen Jiangqin, 35, is a drop in the ocean of this rural entrepreneurship wave. After graduating from university, she resolutely gave up her comfortable life as a city white-collar worker and returned to her hometown's grain cooperative, starting from the most basic task of weeding the fields and gradually learning to become a new type of professional farmer. When asked about this choice, Chen said in an interview, "I followed my parents to plant rice in the fields since I was a child. My father's love for the farmland deeply influenced me. I want to return to this land, realize my self-worth, and let society see the value of farmers."
Influenced by her, her husband Gu Zhongbin also gave up his job in car sales and joined the family farm. However, the transition was not smooth sailing. The huge shift from mental to physical labor posed unprecedented challenges to their bodies and minds. Gu candidly admitted, "I had never worked in the fields before. At first, I couldn't even tell the difference between rice and weeds, and the sharp leaves often got into my eyes, making them swollen and painful." The plainness of rural life contrasts sharply with the bustle of the city, and the arduous study of agriculture is a far cry from their previous white-collar jobs, but they persevered.
Double tests from family and society
Chen Jiangqin and Gu Zhongbin's career change was once strongly opposed by Gu's mother. In the elder's view, a city white-collar job is stable and respectable, far more comfortable than the life of a farmer exposed to the wind and sun. As a parent, she found it hard to understand her son and daughter-in-law's choice and was even more worried about their future retirement. "My mother has some objections. She thinks it's a pity that a university graduate, who was so hard to cultivate, is returning to the countryside. She's concerned about their future," Gu said. Faced with their family's misunderstanding and societal prejudice, the couple chose to prove their decision with actions.
They actively sought advice from veterans at the grain cooperative, participated in professional farmer training, and continuously improved their agricultural skills. At the same time, they kept up with the trend and used internet platforms to conduct live streaming sales. This innovative move initially met with skepticism from the older members of the cooperative and Chen's father, who thought they were deviating from the focus of traditional agriculture.
Innovation breaks through, winning recognition
Faced with skepticism, Chen Jiangqin did not back down. She led the rice brand to participate in various events such as the Green Expo and live streaming competitions, achieving excellent results. As the brand's reputation grew, so did its sales. This achievement finally won the understanding and support of the older members of the cooperative and her father. "The older generation just thought of selling rice to the grain depot and earning a little money. They never thought of establishing their own brand, promoting high-quality rice externally, earning more revenue, and at the same time, driving surrounding farmers to get rich together and revitalize the countryside. But I want to do this. This is our ultimate goal," Chen said excitedly.
In the interview, Chen Jiangqin was filled with emotion: "Our journey has been difficult, but seeing our efforts recognized, all the hard work is worth it." She said that with more and more young people joining in, the future of China's agriculture will surely be brighter.
It is understood that this year, the Ministry of Agriculture and Rural Affairs will promote the implementation of a rural revitalization talent support plan, intensify the implementation of talent policies such as "leading geese", "Shennong talents", and high-quality farmer cultivation, promote the training of targeted agricultural science students, and strive to cultivate a large-scale and well-structured rural talent team.
The rise of the rural entrepreneurship army, agriculture becomes a new career choice
The story of Chen Jiangqin and Gu Zhongbin is just one example among many "new farmers". According to data from the 2024 China Undergraduate Employment Report compiled by MyCOS Research Institute, the employment trend of graduates from the 2019 to 2023 cohorts in the agriculture, forestry, animal husbandry, and fishery sector has gradually increased and stabilized. This data reflects the recognition and choice of contemporary college students towards the agricultural industry.
Meanwhile, among the 23 major industries, agriculture, forestry, animal husbandry, and fishery, along with retail, medical and equipment manufacturing, and food, tobacco, and processing industries, are among the top with a positive growth rate of 0.4% over the past five years. This trend indicates that agriculture is gradually becoming a new career choice for college graduates and providing a steady stream of talent support for rural revitalization.
With the continuous growth of the "new farmer" group, they have not only brought capital, technology, and innovative ideas to the countryside but also stimulated the endogenous dynamics of rural areas and promoted the diversified development of the rural economy. Through practical exploration, they have deeply integrated modern agriculture with new technologies such as the internet, the Internet of Things, and big data, promoting the extension of the agricultural industry chain and the enhancement of the value chain, opening up new paths for rural industrial revitalization.
This boom of "new farmers" returning to start businesses in rural areas is not only the blooming of individual dreams but also a microcosm of the progress of the times, heralding a profound transformation of China's agriculture from traditional to modern. Agriculture, this ancient industry, is exhibiting unprecedented vitality and vigor in the wave of the new era. It is no longer just the foundation for people's survival but has also become a broad stage for young people to realize their self-worth and contribute to society.
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Chen Jiangqin, a new-type professional farmer, directed the harvesting of rice in her contracted paddy field in Shanghai on Oct 29, 2024 (GAO SHUTING).
Gu Zhongbin, Chen Jiangqin's husband and also a new-type professional farmer, was driving a rice harvester in Shanghai on Dec 9, 2024(GAO SHUTING).
Gu Zhongbin visited the strawberry cultivation greenhouse he managed to check on the condition of the strawberry seedlings in Shanghai on Dec 9, 2024(GAO SHUTING).
After the rice harvesting was finished, Chen Jiangqin sat together with the rice harvesting workers to rest in Shanghai on Oct 29, 2024 (GAO SHUTING).
Source: "2024 Employment Report of Chinese Undergraduates" by MyCOS Research Institute