CONTENT
Overview
Background
Research
Synthesis
Value Propositions

       
BACKGROUND

Shangshu Village’s "Music+" Eco-System



The Need for Young Talent in ShangshuTo drive rural revitalization, the "Two Mountains Cup" initiative was launched by Xinhua News Agency, Huzhou City, Anji County, and Zhejiang University of Finance and Economics. This initiative aims to attract young entrepreneurs to return to their hometowns, positioning Shangshu Village as a "preferred destination for rural entrepreneurship."
Opportunities in Shangshu's Cultural Development Located near several tourist cities, Shangshu Village has emerged as a commuting hub for incoming tourists. The local government's strategy is to leverage this opportunity to attract young talent to Shangshu, using design innovation to unlock its potential. The goal is to establish a unique market brand for Shangshu, promoting sustainable vitality and growth.


Location
Shangshu Township, 
Anji County, Huzhou City
Zhejiang Province, China


Scale
Area: 9.6 km²
Population: 2829 
(1000 immigrants)


Economy
2022 Total Income: 
¥2.05 million Per Capita 
Income: ¥4125


Industry
Bamboo processing, 
white tea cultivation, 
rural cultural tourism



Unique Challenges and "Music Hometown" Development
Shangshu Township is rich in natural resources, such as bamboo forests and tea plantations, but it faces significant challenges due to increasing environmental regulations and the pressures of market transformation. Despite its advantageous location near several well-established tourist cities, Shangshu struggles to develop its tourism industry due to its weaker cultural heritage as a township with a predominantly migrant population.

Since 2016, with the introduction of new initiatives like the "Dalu Academy" and the influx of music enthusiasts, Shangshu has begun to explore a music-driven strategy to stimulate economic development. This approach not only injected new economic vitality but also enriched the community's cultural life. By organizing various music events and festivals, Shangshu has gradually established its unique music culture brand. The village has also built valuable connections within the music industry, attracting more young tourists and music lovers to the area.


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