Catchy videos help sell Xinjiang's farm produce

Inspired by the team, many content creators from Xinjiang have begun imitating their style, including a traffic police officer who started producing videos offering driving tips and traffic regulations.

"These short videos in Xinjiang accent reflect a blend of regional culture and short video culture," said Liu Xiaocheng, a professor at Lanzhou University. He believes that using local, down-to-earth, humorous and novel expressions to promote regional characteristics can draw wider attention to ethnic minority border areas.

In 2024, China's Ministry of Commerce issued the "Three-Year Action Plan for Digital Commerce (2024-2026)," highlighting the role of livestreaming and e-commerce in unleashing the consumption potential of rural areas.

According to a report released by Douyin, the Chinese version of TikTok, approximately 1.02 billion videos themed around rural life were uploaded to the platform in 2023, resulting in 4.73 billion orders for agricultural products.

Yimla Yarmemet plans to use livestreaming platforms more extensively to promote local farm products like rice, corn, vegetables and beef jerky.

"We hope our videos can not only help farmers increase income but also showcase the beauty and prosperity of Xinjiang's Qapqal county to the outside world," he said.