In the deep folds of Guizhou’s Miao-Dong autonomous prefecture, a grassroots football tournament that began in May 2023 as a local sporting pastime has matured into a formidable economic engine, as reported by Xinhua News Agency. Known widely as “Village Super League” or “Cunchao,” the phenomenon continues to draw millions of visitors to Rongjiang County, redefining how rural regions leverage cultural heritage for modern economic growth.
From Mountain Passions to Billion-Dollar Tourism
The numbers charting the tournament’s trajectory underscore a profound shift in Rongjiang’s economic landscape. Once classified as a national poverty-relief county, Rongjiang saw its gross domestic product cross the threshold by 2024, climbing to 109.14 billion yuan by 2025.
In recent years, regions across China have ingeniously integrated #sports competitions, ethnic cultures, and cultural-tourism #consumption to boost #rural visibility and economic growth, thereby fueling rural revitalization. In 2023, Rongjiang County in southwest China's #Guizhou… pic.twitter.com/bcPPWFttM0
This economic momentum stems directly from a strategy of merging local traditions with modern sports entertainment. As CRI Online reported, the county’s hospitality infrastructure expanded dramatically, with local hotel bed capacity rising from under 6,000 to over 12,000, and four-star standard accommodations growing from zero to eight. Local businesses and municipal authorities have coordinated to capture this visitor influx through targeted consumption alliances, such as the “Super Delicious, Super Good to Stay” initiative launched earlier this year to channel match-day crowds into neighborhood storefronts, as detailed by People’s Daily.
Grassroots Ownership as the Core Mechanism
Unlike commercial sports leagues driven by corporate sponsors or municipal mandates, Cunchao remains staunchly grounded in community participation. Teams are organized strictly by village administrative units, with the number of competing squads swelling from 20 in its inaugural 2023 season to 137 by 2026. Students, teachers, farmers, and local workers make up the rosters, while residents retain full autonomy over scheduling, team formation, and cultural performances.
This decentralized structure ensures that economic gains flow directly back to rural households. Brand revenues are distributed systematically, with a significant portion dedicated to reinforcing village collective economies and supporting local youth training frameworks. In Daiji village, for instance, collective funds have been successfully pooled to launch electric shuttle services and tourism infrastructure, turning seasonal football enthusiasm into year-round community dividends.
Industrial Upgrading and Global Expansion
Beyond tourism, Rongjiang has moved decisively to anchor its sports popularity within permanent manufacturing and industrial supply chains. In October 2026, newly established facilities like the Guizhou Hao Hao Ti Sports Goods Company began volume production, targeting an output of 5,000 footballs daily to serve export markets, youth training academies, and commemorative merchandise sectors, as noted by CRI Online.
The tournament’s international footprint has expanded in parallel.
