(Rural Travel·Looking at Revitalization) Zhejiang Ruian’s “Happy Elderly Care” stimulates rural vitality and the elderly’s smiling faces often attract visitors

In an exclusive interview, we spoke with Sun Ruocheng, a media entrepreneur who has taken on the role of “CEO” for Tashi Village in Pingyang Town, Rui’an City, Zhejiang Province. On October 15, she shared her vision for enhancing the quality of life for seniors in this village, where approximately 80% of the 500 residents are elderly.

Sun started a program called “Joyful Aging,” aimed at bringing youthful activities to the village, such as group birthday celebrations, photography sessions, food sharing, skincare treatments, concerts, and coffee salons. These modern entertainment options have become standard for elderly villagers, enabling them to engage in a vibrant lifestyle that’s aligned with contemporary youth culture.

“When we first launched the ‘Joyful Aging’ initiative, we honestly had some doubts. The local elders were skeptical about this new approach, and we felt a bit anxious ourselves,” Sun explained. She acknowledged that one of the main challenges was their unfamiliarity with the villagers’ daily lives and needs.

Ling Chuan Dong, the village party secretary, mentioned, “The elders here were used to farming and raising chickens, so adapting to new societal trends posed a significant challenge. Initially, many declined Sun’s team’s invitations, but deep down, they longed for more engaging activities to enrich their lives.”

With thorough research and strategic planning, participation in the entertainment offerings began to grow. Elders started experiencing a refreshing change in their routines, leading to consistently cheerful faces around the village.

Xie Chenlin, an elder who joined a camping and barbecue experience, shared, “These activities have revitalized us; we’re feeling healthier, enjoying our meals, and life is fantastic!” Lin Ayu, in her seventies, added, “Now, there are plenty of entertainment options for the elderly in the village, and life has improved greatly. Elders from nearby villages have been drawn to join us.”

The “Flower Youth Community” represents Rui’an’s first youth charity organization, promoting the idea that “charity and rural life can coexist.” This platform has attracted many young volunteers, who come with tools and materials to provide free services in Tashi Village.

One volunteer, known as Xiao Dao from Wenzhou, remarked, “My first impression of Tashi Village is that it’s a fun place, with many activities appealing to a younger crowd. I plan to visit regularly.”

According to statistics, over the past year, Tashi Village has organized more than 100 events, benefiting over 10,000 people. The village has seen an increase in collective income by 300,000 RMB, transforming what was once a quiet and stagnant community into a vibrant, popular destination that attracts not only returning young residents but also many young tourists.

Looking ahead, Sun Ruocheng stated, “We plan to develop rural tourism initiatives, involving the elderly in live-streaming sales. This will boost both individual and collective incomes and support the revitalization of our village.”