Cun Chao puts region on the global map, drawing thousands of tourists and improving livelihoods
A qualifier match between Xiaorui village and Panxue village marked the start of the Guizhou Village Super League tournament on Jan 4 in Rongjiang county in Southwest China's Guizhou province, the birthplace of the hugely popular soccer events also known as Cun Chao.
The village super league has become a massive hit both in China and abroad, showcasing the immense popularity of the game among locals and the region's rich ethnic culture.
According to Wang Yonggui, deputy head of the Guizhou Village Super League office, as many as 3,000 players from 108 teams participated in the latest competition, which witnessed a sharp increase in scale compared with the previous two years. The league was born in 2023 with 20 local teams and has since attracted participants from across China and beyond.
Among the players this year was 31-year-old David Geary. A teacher at Guizhou University, Geary lived in Rongjiang as a child, moving back to the United Kingdom when he was 14.
READ MORE: How a Chinese youth becomes 'Cun Chao' Golden Boot winner
He said that his love for soccer and Guizhou made him return to China. He considers Rongjiang his second home. Considered as one of them by the villagers of Liubaitang, he was allowed to join the village team and has played for it for two consecutive years.
"It's nice to see people playing soccer and cheering on their village. I'm proud to be a part of it, proud to be someone from Rongjiang," said Geary, adding that he hopes some young players will shine enough in the Village Super League to go professional.
Besides the Guizhou Village Super League, Rongjiang county is set to organize the first session of a national-level Village Super League. Invitational events with countries involved in the Belt and Road Initiative are also expected to be held during the National Day holiday this year, Wang of the super league office said.
In May last year, Brazilian soccer star Ricardo Izecson dos Santos Leite, aka Kaka, visited Guizhou and played in a charity match in Rongjiang county.
In September, 24 diplomats from countries including Argentina, Mexico and Brazil played a friendly match against a local team in the county.
The local players are not professionals but farmers, construction workers, teachers and students, brought together by their shared passion for the game. On the field, they represent the pride and aspirations of their respective villages.
In the stands, traditionally attired local villagers and international tourists cheer their favorite teams together. Rongjiang's stadiums, where admission is free, are packed for every game.
Wang Yonggui, who was a shop owner and member of the Fenghuang village team, played in the international match held in late September. "We're amateurs, but soccer brings joy to everyone on the team," he said.
Wang is an avid Cristiano Ronaldo fan. "I admire his discipline and passion," he said, pointing to his collection of Ronaldo jerseys and posters at home.
"Soccer connects us to new friends and a bigger world," he added.
Bridging worlds
When Kaka stepped onto the field in Rongjiang wearing jersey number 22 on May 28, the crowd erupted in cheers, chanting "Come on" in the Dong ethnic group language.
During the match, Kaka scored a stunning goal, which he celebrated with his signature gesture of pointing to the sky. Beyond the field, he encouraged local girls to compete in a youth game, recalled one spectator.
"In Brazil, we grow up playing soccer — it is part of our culture. What I saw here today is quite the same," Kaka shared.
Marcelo Gabriel Suarez Salvia, the Argentine ambassador to China, echoed the sentiment. "Many of us, as Latin Americans and from the Caribbeans, feel a connection to Cun Chao. In the passion of the children and players of Rongjiang for the sport, we see the same dreams that resonate in our region."
After the game, Kaka proudly held up local specialties Tashixiang lamb and Xiaoxiang chicken, all the while grinning from ear to ear.
"The Village Super League is more than a sports event; it's a carnival blending soccer, food and ethnic culture," said Ouyang Zhangwei, the league's project head.
Guizhou has a rich cultural tapestry, being home to 17 ethnic minority groups, including the Miao, Bouyei, Dong and Yi.
During game breaks, the crowd enjoys Miao folk songs and the Dong Grand Song, an intangible cultural heritage. Foreign visitors, enchanted by the vibrant ethnic culture, often join the celebrations.
"We have started receiving international tourists since July 2023, and they are very curious about everything in our village," said committee director Cen Jianglong of Taipan, a village in the province's Taijiang county.
The recognition of their culture has been gratifying for Cen. "I remember a group of tourists being fascinated by our intangible cultural heritage, such as the wooden drum dance. They even joined in, moving to the rhythm of the drum beats."
Cun BA, a village basketball league that started in Taipan village in 2022, has also gained international attention. In July, NBA player Danny Green played in a charity match in the county, and after the game, wore a Miao silver necklace on the court and danced hand in hand with locals.
Zhang Hongjun, a village basketball player, said, "I have always dreamed of going to the NBA, but I never expected that one day these players would come to my hometown, learn our Miao language and participate in the ethnic dance with us."
While the Village Super League celebrates local traditions, it is also an opportunity for the young generation to connect with the global soccer community.
In November, a Rongjiang youth team traveled to Brazil. As part of the league's exchange program, the six-member team visited the iconic Maracana Stadium and trained with CR Flamengo, a top club in Rio de Janeiro.
On Nov 16, the children attended the first leg of the Brazilian Women's Soccer Premier League and appeared on the field as ball kids for the Flamengo team.
For 10-year-old Xu Xiangyang, the trip was an eye-opener. "Brazil's stadiums are huge and their players are so skilled. I can see the confidence and brilliance shining in their eyes," he said.
Xu, who has been playing soccer for two years, told China Daily that he was inspired by a foreign soccer star he saw on TV, whose charisma left a lasting impression.
"Although we lost to the Flamengo player, I am very excited and happy. Their passes, physical fitness and positioning are much better than ours, and there is still a lot for us to learn," Xu said. "I want to see more of the world and, one day, become the kind of player I admire most."
This is not the first time Rongjiang soccer teams have participated in international exchanges. In December 2023, a youth women's team visited Spain to meet with Real Madrid players, while a Guizhou team traveled to France for a competition in July last year.
During the National Day holiday, Rongjiang county welcomed nearly 500,000 visitors — over 100,000 more than its permanent population. This influx generated 602 million yuan ($821 million) in tourism revenue, marking a 22 percent year-on-year increase.
Rongjiang has hosted delegations of diplomats as well as soccer teams from nations like Portugal, England and Brazil ever since the league started.
Personal connections
Visiting foreign teams often stay in local villages, where they enjoy authentic local cuisine. "This not only gives foreign visitors a taste of rustic village life but also spreads the benefits of tourism more widely," Ouyang said.
In Taipan village, the birthplace of Cun BA, once unfamiliar to foreign visitors, English signs are now common and local vendors have picked up basic English phrases.
Li Zhouzhou, who runs a Miao handicraft shop, said these changes have brought unexpected opportunities.
"When Cun BA first gained attention, tourists from Singapore visited my shop. They are drawn to Miao silver jewelry and embroidery, which have become their favorites," she said.
Li never imagined that her shop would attract so many international travelers. "Foreign visitors love the intricate designs and the stories behind our crafts. Many buy them as souvenirs, which has increased our income."
To attract more customers, Li posted her interactions with foreign visitors on social media.
"This promotion unexpectedly helps lure more attention to my store," she explained.
Kang Xiao, an associate professor at Beijing Foreign Studies University's School of International Relations and Diplomacy, said, "The grassroots essence of Cun Chao is what makes it truly special."
Kang emphasized that rural vitalization goes beyond economic growth.
"It's about enriching people's cultural lives and enhancing their mental well-being," he explained.
Argentine ambassador Salvia said during his speech in Guizhou, "They (the games) reflect the genuine energy and enthusiasm of local communities for the sport, demonstrating how soccer is deeply integrated into the daily lives of the people."
Kang likened international exchanges to building friendships, emphasizing the need to find common ground from an everyday perspective.
Sports, Kang noted, speak a universal language. "The passion and determination displayed by Guizhou villagers on the field embody their aspirations for a better life. That's what resonates with international audiences."
He added, "The villagers of Rongjiang may not speak English or Spanish, but they speak the universal language of sports. When foreign athletes step onto the village soccer field, they're met with cheers and a shared connection that transcends words."
Kang also expressed concerns about Cun Chao losing its viral status. "Its growth shouldn't depend on temporary online fame. Instead, it should focus on preserving its grassroots spirit while building structured international sports exchanges," he said.
Efforts to expand the international reach of the Village Super League are already in motion.
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Rongjiang hosted a grassroots soccer coach training session led by the Premier League on Dec 2.
The program involved 42 participants, including the league's players and local PE teachers.
In 2023, the league signed a strategic partnership with the Premier League and launched several training programs, with plans to organize community soccer tournaments.
The plan aims to promote Cun Chao domestically, attract foreign teams and eventually host international tournaments.
"We're currently in the second phase and aim to invite more foreign teams and influencers this year," Ouyang revealed.
"Our goal is to strengthen partnerships with leagues like the Premier League and La Liga to learn from their events organization, fans engagement and soccer culture," he added.
During the third session of the 14th Guizhou Provincial People's Congress on Sunday, Governor Li Bingjun outlined the province's 2025 goals to promote mass sports participation and advance competitive sports development.
Liu Boqian contributed to this story.
