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New adventures in rice fields

英国人李·巴雷特——美好缘分刚刚开始
稻田玩场新

By Chang Yuan □ 常远 / 文

In the early morning light, Chen back: “Our rice speaks for itself.”
Daizhang, head of the Dali Bai Autonomous Last year, more than 150 metric tons
Prefecture’s Eryuan Xiuyuan Agricultural of rice from Fengyu Town were delivered
Development Co., Ltd., was walking along to cities such as Beijing, Shanghai, and
the muddy ridges between the fields, urgent- Guangzhou, with the farm’s monthly ship-
ly responding to the heavy rain’s impact on ping costs exceeding 10,000 yuan. Chen
the crops. anticipates that this year’s adoption area
In Fengyu Town, Eryuan County, Dali for “My One-Mu Field in Fengyu” could
Prefecture, Chen Daizhang initiated the surpass 33 hectares, pushing the company’s
online rice-field adoption project “My annual revenue past 10 million yuan.
One‑Mu Field in Fengyu.” Based on a “field Chen noted that this year, the company
adoption + rural vacation + cultural experi- has helped expand local rice cultivation to
ence” model, it brings together agriculture, 200 hectares, involving seven cooperatives
rural communities, diverse stakeholders, and 40 hectares of farmland cultivated by
and cultural tourism, allowing new business farmers themselves. Through contract farm-
formats and novel consumption patterns to ing and guaranteed purchase agreements,
take root in the countryside. “we strive to increase farmers’ income by
When Chen focused on the rice fields, he over 22,500 yuan per hectare.”
spent two years selecting and trialing more The true strength of Fengyu Town lies
than ten rice varieties before finally settling in “first nurturing the land, then telling its
on Shengnong No. 4. A favorable ecological story through culture.” Together with his
setting and premium seeds together yield a partner Feng Xincheng, founder of New
perfect bowl of rice. Yet Chen envisioned Weekly magazine, Chen has thoughtfully
much more than merely selling rice. shaped the Fengyu Land Art Valley. A new
In 2024, Chen and his team launched model characterized by a softer countryside,
the online rice-field adoption program modernized agriculture, integrated art, and
“My One‑Mu Field in Fengyu.” In its first slow living is gradually taking shape here.
year alone, over 17 hectares of fields were The Aerial Rice Field Theater provides
adopted. He explained that each adopter is exhibition space for commercial brands and
guaranteed at least 200 kilograms of rice also hosts local annual events such as the
annually, along with services such as pack- Seedling Planting Ceremony and Harvest
aging, mailing, and personalized greeting Festival. Meanwhile, venues like The Café,
cards. Beyond the harvest, adopters also en- Zengzeng’s Bookhouse, and the White Rice
joy perks like two-night stays with meals at Granary Youth Art Center have become
local countryside art hotels, making it easy popular gathering places for young peo-
for them to take part in hands-on farming ple… These activities, though seemingly
activities on-site. detached from rice farming, in fact broaden
“We want city residents to experience the rural experience for online field adop-
rural life while still enjoying urban-lev- ters, giving consumers tangible spaces to
el service quality,” Chen explained. To immerse themselves in local culture.
achieve this, he assembled a professional The farm partners with educational tour
team to train local staff, enhancing service groups, welcoming thousands of student
quality across the board from housekeeping visitors each year. Meanwhile, the homestay
to Western-style cooking. After working in sector in Fengyu Town continues to grow
the fields, visitors can return to the hotel steadily. Cultural and creative products
and enjoy dishes prepared with fresh local like Bai-style Jiama paper god woodblock
ingredients. This smooth blend of hands- prints are reaching new markets through
on farming and comfortable, high-standard these channels... As farmland evolves into a
hospitality has drawn many visitors. Last “three-dimensional stage” that blends pro-
year, over 600 people came to Fengyu Town duction, exhibition, and cultural experience,
to transplant rice, harvest crops, catch fish, agriculture, culture, and tourism in Fengyu
and forage for mushrooms, rediscovering Town have woven together into a seamless,
the simple joys of country life. self-reinforcing cycle.
When a visitor from Shanghai was offered Across the Fengyu basin, where fields
“a taste of Fengyu rice,” he politely declined, of rice sway in waves, a quiet transforma-
“I don’t eat carbs for dinner.” But when the tion is unfolding, one that reaches from the
rice cooker was opened and a sweet, nutty soil to cultural discovery and new forms of
aroma wafted out, he couldn’t resist trying a consumption. Perhaps the secret lies in that
spoonful. He went on to help himself to three very bowl of rice, so irresistible it invites a
full bowls. For Chen, it remains one of the second and third serving. Sometimes, the
most telling moments of consumer feed- simplest flavors carry the deepest power.