By Zhou Renjie, Jiang Yunlong and Zheng Na – People’s Daily Online
Across China’s vast and diverse landscape, an undercurrent of transformation is reshaping how people engage with nature, culture, and identity. From remote deserts turning into tourist magnets, rural mountains echoing with footsteps of adventure-seekers, to quirky toys redefining beauty standards among youth—China is witnessing a powerful convergence of outdoor revitalization, ecological innovation, and cultural reinvention.
In recent years, China’s countryside has evolved into a hotbed for outdoor activities that blend wellness with economic development. From night skiing in Chongli to fishing and stargazing at Shijiu Lake in Jiangsu, over 400 million Chinese citizens now engage in outdoor pursuits. These experiences are more than recreational; they are strategic pillars for local development. Initiatives like the rural triathlon in Hubei’s Xishui County have not only boosted tourism but sparked a 230% surge in agricultural product sales, proving that adventure can fuel agrarian revival.
In remote Yunnan and Sichuan, scenic trails and mountain treks are drawing thousands, while Zhejiang’s supply chains are stitching together a booming outdoor apparel industry. Meanwhile, digital mapping tools and smart infrastructure are enriching the experience, turning once-overlooked rural areas into high-value leisure destinations.
A vibrant dance performance at a desert tourism site in Makit. (Photo: Liu Le)
Makit County in Xinjiang, once synonymous with sandstorms and isolation, is now a symbol of ecological resilience and tourism-driven prosperity. Over the last decade, more than 260 million trees have been planted as part of a 3,000-kilometer sand-blocking barrier, transforming the desert into a thriving greenbelt. Local native Reyhan Ehmet, who once dreamt of escaping, now leads desert tours, introducing visitors to off-road driving, traditional bread-making, and eco-conscious camping under star-lit skies.
With over 500,000 tourists expected this year, desert tourism has become Makit’s growth engine, balancing economic uplift with rigorous ecological preservation. While nature reclaims the desert, China’s youth are reshaping cultural landscapes through an aesthetic revolution that finds charm in the unconventional. Labubu—a jagged-toothed, bug-eyed toy character—is at the forefront of this “funny-ugly” wave, embraced by Gen Z for its endearing awkwardness. Once considered niche, this aesthetic now commands a share of a designer toy market worth over 50 billion yuan ($6.96 billion).
Shoppers explore Labubu toys at a PopMart store in Wenzhou, Zhejiang. (Photo: Liu Jili/People’s Daily Online)
Beyond China, characters like the UK’s Fuggler and Japan’s YUKIO echo this global trend. What connects these oddball icons is a deeper shift in emotional and cultural expression. For many young consumers, these toys are more than collectibles—they’re companions, comfort objects, and symbols of individuality in a hyper-curated world.From Labubu’s mass appeal to viral spoon designs and online “Ugly Stuff Contests,” this movement challenges beauty norms, celebrating imperfection and authenticity as cultural values.
Together, these stories reveal a China in motion—where mountains and deserts are no longer boundaries, but bridges to innovation and identity. Whether through eco-tourism, designer toys, or grassroots rejuvenation, the country is forging new pathways that blend economic opportunity with emotional resonance, reshaping both its physical and cultural terrains.
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