Girls of Miao ethnic group perform a dance in celebration of the Gannangxiang festival in Zhouxi town of Kaili, Qiandongnan Miao and Dong autonomous prefecture, southwest China's Guizhou province, Feb. 15, 2025. [Photo/Xinhua]

In recent years, rural cultural events such as the "Village Basketball Association," "Village Super League" and "Village Spring Festival Gala" have gained widespread popularity across China. Now, another cultural sensation has emerged — the "village fashion show" in southwest China's Guizhou province. 

Every Friday, Saturday and Sunday evening, hundreds of villagers don traditional ethnic attire and take to the runway at an ethnic folk venue in the city of Kaili, located in Guizhou's Qiandongnan Miao and Dong autonomous prefecture.

On a catwalk transformed from a long corridor, models of all ages — from infants cradled in their parents' arms to seniors in their 90s — bring their cultural heritage to life. Dressed in intricately embroidered ethnic garments and adorned with silver jewelry, they showcase the beauty of their traditions. Some perform Lusheng folk dances, present ethnic foods or even carry farming tools, adding unique elements that make each show feel fresh and unpredictable.

Unlike professional fashion shows, the village fashion show does not have entry fees or financial rewards. 

Since its debut in July 2024, the village fashion show has been held over 430 times, featuring more than 30,000 participants and showcasing traditional clothing from over 40 ethnic groups. The event has amassed nearly 100 million online views, drawing widespread attention.

Yang Chunlin, a Miao ethnic fashion designer and the show's founder, believes the world needs to see more of China's rich ethnic culture, particularly its beautifully crafted but often overlooked garments. "They carry deep historical and cultural value," he said.

At first, not everyone was confident about stepping onto the runway. One woman in her 60s even asked Yang if he was sure he really wanted someone like her on stage.

"The village runway is for everyone. If you're willing to participate, you're always welcome — no matter your age," Yang reassured her.

The show has also attracted participants from neighboring provinces such as Guangxi, Yunnan and Hunan. People from various ethnic groups have traveled by bus or high-speed rail to experience the thrill of walking the runway in their traditional attire.

Beyond its cultural impact, the village fashion has significantly boosted Kaili's economy.

In the first 10 months of 2024, visitors to Kaili grew by more than 13% to over 25 million, generating 31.2 billion yuan (about $4.35 billion) in tourism revenue — a year-on-year increase of almost 17%. The folk fashion show has encouraged higher visitor spending, with per capita tourism expenditure reaching 1,233 yuan.

Tai Shengzhi, a 58-year-old clothing store owner, credited her recent success to the event. With the rise in demand for ethnic clothing, she earned 200,000 yuan last year.

Meanwhile, Yang Chunlin hopes that more people will join the fashion show. "We need people to share Chinese culture with the world and transform our rich heritage into a source of economic vitality," he said.