Village Super League looks to net profits

Rich ethnic culture

What sets the Village Super League apart from other sports events are the vibrant displays of ethnic cultures and traditions at the tournament.

As players of both teams walk on the field for a game, they are accompanied by their cheer squads dressed in traditional ethnic costumes and carrying local specialties such as glutinous rice, cured fish and other distinctive products.

The halftime break features folk songs and dance performances and ethnic costumes are also on display. Spectators even join the dancers on the field, creating a festive atmosphere of celebration and unity.

Di Wenke, a 35-year-old wheelchair performer from the Inner Mongolia autonomous region, was captivated by the lively atmosphere after watching short videos of the tournament on social media.

Despite the challenges of traveling in a wheelchair, he embarked on a 2,200-kilometer journey to Rongjiang, which included a flight and a high-speed train ride.

"Our society is very inclusive now. No matter where I go, there is always someone who offers to help me," said Di, who became paralyzed due to a spinal cord injury in 2016.

"At the crowded stadium, some spectators offered to help me find a good spot. A guy even offered to give me one of the best spots, which he had secured by waiting for hours under the scorching sun," he said.

Equipped with his mobile phone to record exciting moments and joining in with the cheerleaders' chants, Di quickly immersed himself in the vibrant atmosphere.

During the halftime performances, he showcased Mongolian dance moves in his wheelchair and interacted with Miao and Dong women from the cheer squads.

"People from different ethnic groups shared their dance and cuisine. I felt really happy to be with them and I deeply understood the unity of different ethnic groups at that time," said Di, who brought beef jerky from his hometown to share with local people. "The trip was worth it," he added.

Rongjiang is home to 15 ethnic groups that make up about 83 percent of the county's population.

The local government has tried to take economic advantage of the county's rich ethnic culture, and since 2021 has planned five branding activities. "But none of them achieved the desired result. Finally, we made it this time with cunchao," said Xu Bo, head of Rongjiang county.

"Practice has shown us that sports events and intangible cultural heritage must be cleverly combined," he said.

"Cunchao, which combines local soccer traditions with diverse ethnic cultures, is the right approach we had been looking for to suit the local comparative advantage," Xu said.