Young Chinese professional returns to rural Shanxi to raise cattle

Geng Peipei, a young man born in 2000, has left his urban office job to return to his hometown in Lüliang, Shanxi province, to raise cattle. He manages a herd of approximately 200 cows, utilizing modern technology to enhance traditional farming practices.

As part of a growing trend in China, young people are returning to rural areas to become “new generation farmers.” By leveraging social media and livestreaming, these individuals are using digital platforms as “new agricultural tools” to sell products and revitalize the rural economy. While Geng's parents initially hoped he would seek stable city employment, the integration of technology and social media has transformed the perceived viability and prestige of traditional livestock farming.