Recently, the Ministry of Agriculture and Rural Affairs released a report on the national "village name" cultural and sports activities, which showed that there are as many as 24 types of "village name" activities in China. By 2024, more than 2.2 million cultural and sports activities will be held in rural areas, and the proportion of farmers participating in cultural and sports activities will exceed 70%. From the Dong ethnic group's big song at the "Village BA" event in Guizhou, to the Miao embroidery craftsmanship behind the "Village Kitchen" in Hunan, and to the farmer prints at the "Village Run" event in Jiangsu... The hot "Village Name" cultural and sports activities are transforming excellent traditional rural culture from a "silent existence" to a "dynamic inheritance". The vibrant "village flavor" is a distinctive feature of the "village name" cultural and sports activities. Deepening the investigation of rural cultural resources and discovering unique cultural content and symbols that belong to the local area is the key to avoiding duplication and creating distinctive features. The stage is set in the fields, the props are made from local materials, and the prizes are mostly agricultural products. The "village name" activity is a model that combines farmers, farmland, agricultural flavor, and agricultural products, and has strong vitality. Rooted in the local characteristic resources with the most local vitality, it is the secret to the success of "village name" cultural and sports activities. Taking Yinjiang Tujia and Miao Autonomous County in Tongren City, Guizhou Province, as an example of building a "village opera" cultural brand. Since its launch in 2023, the event has evolved from spontaneous performances in the fields to organized and large-scale cultural events. Creating a "Village Opera Competition", each village and town independently arranges competition performances, and villagers voluntarily sign up to participate in performances. Together, they excavate materials from ethnic history and culture, and arrange them into songs, plays, dances, juggling and other programs... With the activation of modern technology and fashion elements, ancient intangible cultural heritage and oral stories are presented in a vibrant new way. Nowadays, 124 folk stories and 310 folk songs have been excavated in the area, turning "village opera" into a local characteristic IP, which not only attracts a large number of local young people to participate. Many domestic and foreign tourists, as well as international students, also come specifically to watch, experience, and participate. Nowadays, "village name" cultural and sports activities have evolved into diverse forms, with related supporting facilities and emerging business models constantly enriched, and relying on short video platforms and other online dissemination, forming a "breaking circle". The spillover effect of "village name" IP has enriched the supply of cultural tourism, allowing local characteristic cultures that were originally limited to one place and difficult for tourists to explore to receive more attention, and also driving more and more traditional folk customs, agricultural skills, etc. into the public eye. Careful observation reveals that many popular "village name" activities have profound local traditions and cannot be separated from local historical traditions and customs. The Guizhou "Village BA" basketball tournament has been integrated with the local Miao traditional festival "Eating New Festival", which can be described as a "must play event every festival" with a history of decades; The "Village Evening" in Zhejiang can be traced back to more than 40 years ago. Stage equipment has transformed from kerosene lamps to electronic screens, but the enthusiasm of local villagers has not changed. It has always been a long-awaited moment of reunion throughout the year, and also a nostalgic feeling that countless wanderers cannot let go of; The "Village Cafe" in Manzhang Village, Mengyang Town, Jinghong City, Yunnan Province, relies on 18 national and provincial intangible cultural heritage projects such as Dai brocade weaving and slow wheel pottery making, as well as unique Dai culture... Writing the village's history and agricultural products into the village song, developing cultural and creative products with folk elements as the theme, attracting tourists and driving the flow of cultural tourists through "PK competitions" of village opera and dance... The rise of "village name" cultural and sports activities not only meets the local people's needs for higher-level spiritual and cultural life, but also brings them real income with real money and silver. The strength of agriculture lies in both economy and culture; In terms of material, but more importantly, in terms of spirit. The "village name" cultural and sports activities, as a beautiful business card, allow farmers to gain a sense of pride in local culture, watch over their hometown through singing, dancing, and competition, realize their value, and explore more possibilities for the inheritance of excellent traditional culture in rural areas. (New Society)