Published by ChinaMNC · Linping

How a Hangzhou Farm Became a Cultural IP: Lessons for Foreign Founders on Content, Local Support, and Patient Growth

A case study of the Zhongdi Xingqiu project in Hangzhou, showing how a reality TV show turned into an agricultural-cultural-tourism park, with practical insights for foreign founders on leveraging local government support and building sustainable businesses in China.

From TV Screen to Real-Life Destination

In the Sancun town of Xihu District, Hangzhou, a piece of farmland featured in a reality show has transformed into an agricultural, cultural, and tourism park known as "Zhongdi Xingqiu" (Farming Planet). The project, which evolved from the set of the TV program "Zhongdi Ba" (Let's Farm), illustrates how content can spawn physical businesses and create a recognizable cultural IP for a city. For foreign founders, this case offers valuable lessons on how to root a concept in a local context, secure government support, and grow patiently.

Why Hangzhou? Location, Authenticity, and Local Backing

The choice of Houdoumen 58 in Sancun town was deliberate. According to Zheng Weilong, chairman of Bluesky (Zhejiang) Media Group, the team valued the site for its proximity to the city, its genuine farmland and rural environment, and the space available for future development. As a local enterprise, they also wanted to contribute to the community they were rooted in.

Turning an idea into reality required support from local authorities. The production involved agricultural activities, and the offline development touched on land use, building planning, and public services. The Xihu District government established a special task force to coordinate multiple departments, ensuring smooth filming while exploring ways to integrate agriculture, culture, and tourism. This kind of coordinated government support is a key factor that foreign founders should consider when launching projects in China.

Building a Cultural IP: Content as the Root

Zheng uses a tree metaphor to explain the relationship between content and business: "Content is like the root of a tree," and the various business formats are the fruits. A deep root provides the foundation for subsequent development. The park draws inspiration from details in the show to create new business formats. For example, the Maimang Restaurant incorporates crayfish and roses featured in the program into its menu, and inspired by the dragon boat race in Sancun town, it launched a dish called "Dragon Boat Fish." Such connections allow visitors to engage with the story even through a meal.

The park currently houses 23 shops, covering dining, homestays, pet interactions, trendy cultural products, team-building, and educational activities. Since its opening on September 17, 2025, the park has received over 4.2 million visitors, turning online affection into real trips to Hangzhou. During the summer of 2026, combined with a concert tour and park events, daily visits peaked at 40,000.

Patience and Continuous Renewal

Zheng emphasizes the need to give business formats time to grow, much like crops. The team is willing to nurture these formats over three to five years. During filming periods, some areas are temporarily closed, and commercial arrangements give way to content production to preserve the creative foundation that continues to attract visitors. To encourage repeat visits, the park regularly updates activities around solar terms and festivals, having hosted over 80 events including the Houdoumen Harvest Festival, the Farming Planet Cup Fun Games, and job fairs. These events, while not immediately profitable, help different audiences find reasons to stay.

Economic Impact and Community Integration

The park's growth has also created connections with Hangzhou's industries and local residents. As of June 2026, the project has attracted 27 enterprises to register in Xihu District. The supporting service industry has generated employment for at least 170 local residents. Land transfers have brought rental income, and experienced farmers participate in agricultural production, serving as mentors for young people. Retired village official Ye Shunhu, who appeared as an agricultural advisor on the show, has become familiar to young viewers, demonstrating how rural expertise can be recognized and utilized in new contexts.

Practical Takeaways for Foreign Founders

• Leverage local government support: Proactively engage with local authorities to understand available resources and coordination mechanisms, as seen with the Xihu District task force.
• Root your content in local culture: Authenticity and local partnerships enrich your brand and create deeper connections with the community.
• Be patient with growth: Allow time for business formats to mature, and prioritize content quality over short-term commercial gains.
• Build a sustainable ecosystem: Integrate with local industries and residents to create shared value and long-term stability.

By following these principles, foreign founders can navigate the Chinese market more effectively and build enduring businesses.

For assistance with registering and operating a company in China, foreign founders can contact ChinaMNC on WhatsApp / WeChat at +86 153 1898 8535.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.