A nationwide initiative to promote rural culture and support rural development was launched in Beijing's Changping District on November 3. Jointly organized by China Media Group (CMG) and the Ministry of Agriculture and Rural Affairs, the Rural Culture Carnival aims to showcase how traditional culture, local resources and modern technology can create new opportunities for rural communities.

Forty standout rural cultural projects were featured at the event – ranging from village art shows and folk performances to traditional crafts that have become marketable goods. Organizers also unveiled 88 new entries to China's national inventory of important agricultural heritage systems, lifting the overall tally to 276. Newly inscribed sites include Beijing's time-honored rose plantations, radish-growing systems in Tianjin and ancient winter jujube groves in Hebei Province.

A special Beijing episode of CMG's rural documentary series Life Among Mountains and Rivers premiered at the launch. Now in its fifth year, the show has travelled to over 100 villages across the country, documenting rural transformation first-hand. Versions of the show translated into multiple languages have taken these stories to global audiences.

Attendees at the carnival were able to explore smart agriculture exhibits, wander stalls showcasing local farm produce and handcrafted wares, admire floral art installations, join interactive heritage workshops and catch free outdoor screenings. Local schoolchildren also took part in hands-on sessions, trying their skill at traditional farming techniques and crafts.