Chongqing — On Feb. 5, a reporter revisited Qiaotou Town in a mountainous county of southeastern Chongqing, marking the fourth consecutive year of observing the town’s Spring Festival celebrations and its ongoing rural transformation.

About 40 minutes from the county seat, a rural demonstration site named Wawu Town has been developed with government support and corporate partnerships, becoming a focal point for local revitalization efforts.

Over the past four years, Qiaotou has undergone a remarkable change.

Residents take part in the “Celebrate the New Year Together in Qiaotou” event. (Photo/Qi Lansen)

In 2022, village roads were largely unpaved, and local industries were just beginning. The following year, supported by the national “10,000 Enterprises Revitalize 10,000 Villages” initiative, Wawu Town began development, and an e-commerce service station was established. By 2024, clusters of rural homestays had been completed, and local agricultural products began entering urban markets through corporate distribution networks. Progress continued into 2025, with further expansion of the town's industrial base.

The “360 Bowls of Chongqing Flavors” consumption program was introduced at the Shizhu Qiaotou Tujia Long Street Banquet, creating a new cultural tourism consumption model rooted in local Tujia traditions.

Villagers gather to share a reunion dinner during the “Celebrate the New Year Together in Qiaotou” event. (Photo/Qi Lansen)

At the same time, the town has established an integrated rural industry chain spanning agriculture, catering, tourism, culture, homestays, and retail, providing stable sales channels for local specialties.

Digital platforms are now widely used. Villagers promote cured meats, vermicelli and other products through livestreaming, enabling mountain-area specialties to reach markets across China.

Private enterprises participating in the national initiative have provided capital, management expertise, and market access, while local government has strengthened planning, infrastructure, and policy coordination, forming a long-term development mechanism.

Taoranju Group has played a leading role in industrial integration and tourism development, linking local agriculture with cultural and hospitality resources.

Scenes from the “Celebrate the New Year Together in Qiaotou” event. (Photo/Qi Lansen)

During the Spring Festival period, Taoranju Wawu Town hosted community activities and cultural performances, including the traditional Tujia Baishou Dance, which brought residents, entrepreneurs, and visitors together.

Qiaotou’s development path reflects a shift from external assistance to endogenous growth, from single-industry dependence to diversified integration, and from traditional rural operations to market-oriented modernization.

The town is now advancing toward a sustainable rural revitalization model, offering a replicable experience for mountainous areas in western China.