Chongqing - In a remote village three hours from downtown Chongqing, China, a unique figure nicknamed the "High-Heeled Secretary" has turned an unassuming rural community into an internet sensation. Through his creative videos featuring elderly villagers as co-stars, Cheng Zhongkun - a former luxury salesman turned rural entrepreneur - has brought joy, connection, and a sense of purpose to Qingji Village in Kaizhou District.
Cheng Zhongkun dances with the elderly and poses for a photo. (Photo provided by Cheng Zhongkun)
From city life to rural revitalization
Cheng, a graduate of Chengdu Sport University, once worked in luxury retail, charming customers with his enthusiasm and creativity. Despite his success, city life left him feeling out of place. The following year, he returned to his hometown to start anew. In the courtyard of his childhood home, Cheng launched a video series on Douyin (Chinese version of TikTok) under the name "Model Kun." Initially, his videos—featuring himself in high heels performing quirky stunts—attracted limited attention.
Cheng Zhongkun walks the red carpet with the elderly. (Photo provided by the interviewee)
Everything changed when elderly villagers began appearing in his videos. Their spontaneous and genuine participation resonated with audiences, turning the elders into unexpected stars. From walking red carpets and dancing to engaging in humorous skits, these seniors—affectionately dubbed Cheng’s "BFFs"—became key players in his creative storytelling.
Joy, creativity, and community spirit
Cheng's videos now boast over 740,000 followers and 11 million likes, offering a window into rural life filled with humor and warmth. Behind the camera, Cheng's work transcends entertainment. He fosters community through activities like card games and fitness sessions, transforming his family courtyard into a lively gathering spot. "They come here to chat, play, and snack on my treats," Cheng says with a smile.
Cheng Zhongkun organizes a photo session with iconic locations for the elderly in the village. (Photo provided by the interviewee)
His projects extend beyond videos. When he discovered many elderly villagers had never traveled, Cheng brought "faraway dreams" to them. In one memorable initiative, he set up giant backdrops of iconic locations like Tiananmen Square and a seaside villa, allowing seniors to "visit" these places through photographs. The effort garnered over 60,000 likes on social media and heartfelt comments from viewers.
Cheng also supports local farmers by buying and selling their produce through live streams. "I handle everything, including after-sales," he explains. That way, they don’t have to worry." His efforts have directly boosted the local economy and built trust within the community.
Building partnerships for rural development
Cheng’s passion for his village aligns with the work of Qingji Village’s official first Party secretary, Zhang Chengchang, a university professor assigned to oversee rural revitalization. Together, they’ve implemented programs supporting women, children, and the elderly. For example, Zhang helped establish a village-based garment factory that provided flexible work for women who were juggling caregiving responsibilities.
Cheng Zhongkun with Zhang Chengchang, the village's official first Party secretary. (Photo provided by the interviewee)
Cheng and Zhang’s latest project is a year-end fitness event for the elderly, featuring warm-up exercises, a countryside walk, and prizes. Cheng is also organizing Qingji Village’s first "Village Gala," inviting online followers to join local celebrations, blending tradition with innovation.
Qingji Village, which achieved poverty alleviation in 2015, now features paved roads, tidy homes, and thriving orange groves. Yet Cheng’s impact goes deeper, revitalizing the social fabric of this rural community. "Seeing the elders smile gives me strength," he says.
Cheng Zhongkun with the elderly in his courtyard. (Photo provided by the interviewee)
Despite online criticism, Cheng remains undeterred. "If people throw mud at me, I’ll grow flowers with it," he says. With his primary focus on livestreaming and his heart devoted to spreading joy, Cheng is redefining what it means to be a young entrepreneur in rural China. "I don’t know what the future holds," he reflects, "but for now, I’ll stay here."
Cheng Zhongkun’s high heels may be scuffed, but they’ve walked a path that uplifts not just a village but all who see the beauty in his story.
(CNR.CN contributed the Chinese version of this report.)