What began as a modest village football tournament in China’s Guizhou province has become a national and international sensation, drawing millions of visitors and injecting billions of yuan into the local economy.
The Village Super League—a grassroots football competition launched in Rongjiang County in May 2023—has evolved far beyond a local sports event. According to Wang Yonggui, deputy director of the league’s organizing committee, the tournament is now a cultural and economic force.
In its first year, Rongjiang welcomed over 7.5 million visitors, generating 8.3 billion yuan (US$1.15 billion) in tourism revenue. By 2024, arrivals soared to 9.4 million, with income reaching 10.8 billion yuan (US$1.5 billion). More than 30% of attendees came from overseas, as well as Hong Kong, Macau, and Taiwan.
“The Village Super League is not just about football,” said Wang. “It’s a carnival that combines sport with Guizhou’s diverse ethnic cultures and local cuisine, creating a unique experience that attracts travelers.”
More Than a Game
The tournament has become a powerful source of local pride. Its players include students, farmers, street vendors, and factory workers—many of whom take the field in pursuit not of cash but of livestock prizes such as cattle, sheep, and poultry. This quirky reward system highlights the area’s deep agricultural roots and community spirit.
What began with 20 local teams has ballooned to 108 in 2024. The competition is currently in its “Top 20” phase, with the finals set for July. Organizers expect even bigger crowds for the championship event.
A Cultural Showcase
Beyond the pitch, the event offers vibrant cultural performances, traditional food stalls, and ethnic music, giving visitors an immersive taste of Guizhou’s rich heritage. The festive atmosphere has helped unite the community and elevate local confidence.
“We want to show the best of Rongjiang and Guizhou to the world,” said one participant.
The Village Super League is proof that grassroots enthusiasm, cultural authenticity, and community spirit can come together to create something extraordinary. A rural town once known only for its quiet landscapes is now a rising tourism star—thanks to the beautiful game.
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